基于消费者心理特征的品牌差异化定位策略研究

The study of brand differentiated positioning strategy based on consumer mentalities

本文认为,由于消费者存在生理限制、认知特性、从众性行为、具有首因效应与晕轮效应和对信息自动分类等心理特征,要求企业在品牌定位工作中,依据消费者认知和产品信息两方面的差异化,从创建新品类、独特形象设计和品牌文化等三个方面实现品牌差异化定位。

This paper believes that enterprises should realize brand differentiated positioning from three orientations of creating new types,unique image designing and brand culture in the process of brand positioning work based on two aspects differentiation of consumer＇s cognition and product information,since consumers have psychological characteristics of physical limitations,cognitive characteristics,herd behavior,the first effect and the halo effect and automatic classification for information.