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Chivalry©2011資訊爆炸的時代–心智運作模式趨向簡單化•媒體:商業TV,有線TV,衛星TV,收音机AM,FM,報紙，雜誌，書籍……每天有1,000本新書出版.•產品:一間便利店有上千種貨品，一間超級市場有上萬種貨品，每年有超過20,000種新產品走進市場。•美国專利局的註冊專利活跃的有450,000項，每年有25,000項新註冊。(美国囯会每年通过500項法規，州政府每年通过25,000法案.)•廣告:傳统的媒體，互联网，手机。•在資訊爆炸的時代，我们只好建立防衛机制，並將信息處理簡单化。2Chivalry©2011Characteristicsofourminds我们的心智思維特徵•Mindsarelimited我们的心智思維都有極限•Categoryladder品類階梯思維•Mindshateconfusion我们的心智思維不想混乱，愈成功的品牌愈不能隨意扩展业務領域。还有排他法則。•Keepitsimpleandrelevant.简单化思維，連接新舊概念，如horselesscarriage.•Mindsareinsecure我们常有不安全的意識•Risks風險(monetary,functional,physical,social,psychological)•Peoplebuywhatothersbuy,orlooktootherstohelpthemmakedecision.羊羣心態、害怕作决策。•Mindsdon’tchange心智思維一旦形成便很難改变，您还想用廣告建立新品牌嗎？•Wedon’tseethingsastheyare,weseethingsasweare.我们看見的、是自己。•Mindscanlosefocus我们的心智思維容易失焦•Specialistbrandsoftenbeatgenericbrands.專门品牌通常勝过普遍性品牌•Domino’sPizza達美樂vs.PizzaHut必勝客•Duracell金霸王(long-lastingalkalinebatteries鹼性电池)vs.Eveready永備(flashlight,heavy-duty,rechargeable,andalkalinebatteries)3Chivalry©2011這些品牌有甚麽相同之處?4Chivalry©2011Beingfirstiskey…..成為第一•WhatisthenameofthefirstpersontoflysoloacrosstheNorthAtlantic?第一位駕飛机橫越大西洋的人是誰?•CharlesLindbergh林白(1927年從纽约直飛巴黎)。第二位呢?•Whatisthelargest-sellingbookeverpublished?全世界最暢銷的書是…?•TheBible聖經。第二本是?•Whatisthenameofthefirstpersontowalkonthemoon?第一位登陸並踏上月球的人?•NeilArmstrong阿姆斯壯。第二位呢?•WhatisthenameofthefirstAmericanpresident?第一位美囯总统是誰?•GeorgeWashington华盛顿。第二任呢?•Whatisthenameofthehighestmountainintheworld?世界最高山峯是?•MountEverestintheHimalayas喜馬拉雅山的珠穆朗瑪峯5Chivalry©2011Theywerethefirstproducts…..oftheircategories.他们是各自品類的第一產品6Chivalry©2011市場領袖通常賺取最高利潤7BDECA1520RelativeMarketShare0.125X1X0.25X2X0.5X103530255-50ReturnonCapitalEmployed(%)相对市佔率與資本回報的典型关系Chivalry©2011Perception(心智)Vs.Reality(真实)•Perceptionisaprocessbywhichindividualsorganiseandinterprettheirsensoryimpressionsinordertogivemeaningtotheirenvironment.•Theimportanceofperceptionispeople’sbehaviourisbasedontheirperceptionofwhatrealityis,notonrealityitself.心智之所以重要，皆因人们行為乃建基於其心智所認為的事实，而非事实本身。•Perceptionmaybewrong,buttheconsequencesofthoseperceptionsarereal.人们的心智認識可能有錯誤，但這些心智引起的結果都是真实的。8Chivalry©2011Threewaystobefirst成為第一的三種方法•Themostdirectwaytoachievefirst-in-categorystatus,ofcourse,istobetrulythefirsttoreachthemarket.真正的成為某品類的第一•Xeroxwasthefirsttointroduceofficephotocopyinginthe1960s.六十年代，施乐首先推出乾式复印机。•Thesecondwayistousurpthepositionthroughmarketing.透过有效的宣傳•ChristopherColumbus哥倫布vs.AmerigoVespucci韋斯普奇•TheveryfirstmainframecomputersoldwasRemingtonRand,butIBMbecamethefirstinthepopularmindbecauseofitsmassivemarketing.IBM率先佔据心智•ThefirstinternetbookstorewasPowells.com,butAmazon.comwasfirstinthemind.•Thethirdwayistotrytomakesomevariationsothecategorycanbeperceivedasanewcategory.Thatis,createanewcategoryyoucanbefirstin(wherewecancountonadivergentmarket).創造新品類•WhoisAmeliaEarhart埃爾哈特?•CharlesSchwabintheUSmarketeditselfasthefirst“discount”brokeragefirm.嘉信理財自我推廣為第一間折扣股票經紀行9Chivalry©2011Theimportanceofbeingfirst通过創造新品類成為第一而建立的品牌•Amazon.com亞馬遜,thefirstonlinebookstore•Band-Aid邦迪,thefirstadhesivebandage•Carrier開利,thefirstairconditioner•CNN,thefirstcablenewsnetwork•Dell戴尔,thefirstdirectsellerofPCs•Domino’s,thefirsthome-deliverypizzachain•Dr.Scholl’s,thefirstfoot-careproduct•Duracell金霸王,thefirstalkalinebattery•ESPN,thefirstcablesportsnetwork•Evian依云,thefirstexpensivebottledwater•Gatorade佳得乐,thefirstsportsdrink•Gore-Tex,thefirstbreathablewaterproofcloth•Harvard哈佛,thefirstcollegeintheUS•Heineken喜力,thefirstimportedbeer•KFC肯德基,thefirstfast-foodchickenchain•Intel英特尔,thefirstmicroprocessor•Nike耐吉,thefirstathleticshoe•Palm,thefirsthandheldcomputer•Pampers幫宝适,thefirstdisposablebabydiaper•PizzaHut必勝客,thefirstpizzachain•PowerBar,thefirstenergybar•Q-Tips,thefirstcottonswab•RedBull红牛,thefirstenergydrink•ReynoldsWrap,thefirstaluminumfoil•Rolex勞力士,thefirstexpensiveSwisswatch•Softsoap,thefirstliquidsoap•SunMicrosystems,thefirstUnixworkstation•Swatch斯沃琪,thefirstfashionwatch•TacoBell,thefirstMexicanfoodchain•Tide汰漬,thefirstdetergent•Time時代週刊,thefirstweeklynewsmagazine•WD-40,thefirstsuper-lubricant•Wharton,thefirstbusinessschool10Chivalry©201111Ifyouarenotthemarketleader,howcanyoueffectivelycompetewiththem?如果您不是市場领袖，您怎樣跟他们競爭？Attackstrategy進攻策咯(frontalattack正面攻擊,flankattack側擊,guerrillaattack游擊)Chivalry©2011更好品質、更好口味?“更好”可不是好主意。121985/86年的市務大战MicrinwasamouthwashbetterthanListerine,introducedbyJ&Jin1961andsoonbecamethenumber2inthemarket.P&GintroducedScopeasabettertastemouthwashandtookupthenumber2position.Micrinretreatedin1978.Whenyouareagainsttheleader,“better”isnotagoodideainmarketing.Chivalry©2011Followingsuitaswhatleadersdoisdeadendroad仿效市場領袖是死路•SnowWhiteandtheSevenDwarfs白雪公主與七小矮人•IBM(60%)vs.Burroughs,ControlData,GE,Honeywell,NCR,RCA,Univac•Xeroxcomputer施樂電腦•IBMphotocopierIBM複印机•Kmart(cuttingprices)againstWal-MartKmart(withMarthaStewartandotherdesigners)againstTarget13Chivalry©2011Youcan’tgettherefromhere.財雄勢厚的可口可樂打造品牌時屢屢碰壁，您真的知道怎樣建立品牌嗎？•Coca-Colamissedthecaffeinated,carbonatedcitruscategory(pioneeredbyMountainDew),sotheytriedtogetintothegamewithMelloYello.Thatdidn’twork.TheytriedSurge,whichdidn’tworkeither.•Coca-Co