品牌理论进入以定位理论主导的融合阶段——以瓜子二手车和人人车广告战为例

Brand theory enters the fusing stage dominated by positioning theory ——Take Guazi Used Car and Renren Car advertising war as an example

现代品牌理论的产生与发展源自于上世纪二战后的美国,经历了USP理论、品牌形象理论和定位理论三个阶段。自本世纪初传入中国后,在指导中国商业竞争的实践中又不断的发展、融合并系统化,形成了以定位理论为主导和统率的理论融合,即以定位理论为统率和主导,USP理论和品牌形象理论为配称和背书,这是品牌理论发展与融合的内在逻辑。文章以瓜子二手车和人人车广告战中品牌理论的运用为例,对这一理论融合阶段进行了分析。

The emergence and development of modern brand theory originated from the United States after World War II in the last century.It has gone through three stages:USP Theory,Brand Image Theory and Positioning Theory.Since it was introduced into China at the beginning of this century,it has been developing,integrating and systematizing in the practice of guiding Chinese commercial competition,thus forming a theoretical fusion of Positioning Theory as the leading and dominant theory,With Positioning theory as the dominant theory,USP Theory and Brand Image Theory as the matching and endorsement,this is the inherent logic of the development and integration of brand theory.In this paper,the use of brand theory in the advertising war of Guazi Used Cars and Renren Car is taken as an example to analyze the integration stage of this theory.