Qhov Tseem Ceeb Qhov Sib Txawv - Yam Khoom Muag vs Hom Kev Pom Zoo
Qhov sib txawv tseem ceeb ntawm kev muag khoom thiab kev muag khoom yog qhov khoom muag yog cov txheej txheem siv los txiav txim siab yuav ua li cas sib txuas lus cov khoom lag luam rau cov neeg siv khoom lag luam raws li cov neeg siv khoom xav tau thaum lub hom phiaj kev lag luam yog hais txog qib ntawm lub tuam txhab lub npe muaj kev sib raug zoo. rau kev sib tw hauv cov neeg siv khoom lub siab. Ob qho khoom muag thiab qhov chaw muag khoom yog tsom mus rau qhov tau txais qhov chaw nyob hauv lub siab ntawm cov neeg siv khoom, uas yog qhov tseem ceeb heev vim muaj ntau yam hloov pauv muaj nyob hauv khw. Yuav ua li cas ua tiav lub tuam txhab tuaj yeem tso nws tus kheej ncaj qha cuam tshuam rau kev muaj txiaj ntsig thiab kev muaj sia nyob ntev ntawm kev lag luam.
Yam khoom muag yog dab tsi?
Kev muag khoom yog cov txheej txheem siv los txiav txim siab yuav ua li cas sib txuas lus zoo tshaj plaws ntawm cov khoom lag luam rau cov neeg siv khoom lag luam raws li cov neeg siv khoom xav tau, cov khoom sib tw thiab seb lub tuam txhab xav kom nws cov khoom puas tau pom los ntawm cov neeg siv khoom. Kev muag khoom yog qhov tseem ceeb heev rau cov tuam txhab loj loj uas muab ntau yam khoom hauv tib pawg. Qhov no pab cov tuam txhab lag luam kom ua tau raws li cov kev xav tau sib txawv hauv lawv lub hom phiaj kev lag luam los ntawm kev muab ntau yam kev xaiv thiab txo qis kev lag luam cannibalization (cov khoom lag luam ntawm tib lub tuam txhab sib tw sib tw rau ib leeg kom tau txais cov neeg siv khoom).
E.g. Lub Tuam Txhab Coca Cola muaj ntau cov khoom lag luam hauv qab cov dej qab zib, thiab txhua yam khoom sib txawv ntawm lub logo, saj thiab lub hom phiaj cov neeg siv khoom.
- Coca cola - qhov no yog cov khoom lag luam tseem ceeb ntawm lub tuam txhab thiab siv cov txheej txheem kev lag luam loj (qhov ntim ntau ntawm kev muag khoom) thiab tsom rau cov neeg siv khoom hluas
- Minute maid - Minute maid yog tsom rau cov neeg siv khoom noj qab haus huv uas xav haus dej haus nrog lub zog ntuj
- Thumbs up- Coca cola hais txog cov dej qab zib no nrog cov neeg siv khoom muaj zog thiab taug txuj kev nyuaj uas nyiam kev pheej hmoo
Cov khoom muag kom ntseeg tau tias cov neeg siv khoom nyob twj ywm rau cov tuam txhab cov khoom lag luam txij li cov khoom lag luam ua tiav tag nrho cov kev xav tau ntawm kev lag luam los ntawm kev muab ntau yam khoom thiab tawm hauv chav me rau cov khoom sib tw.
Lub hom phiaj yog dab tsi?
Hom kev tso npe yog hais txog qib ntawm lub tuam txhab lub npe muaj nyob rau hauv kev sib raug zoo nrog kev sib tw hauv cov neeg siv khoom lub siab. Lub hom phiaj tseem ceeb ntawm kev tso npe ntawm hom khoom lag luam yog los tsim kom muaj lub tswv yim tshwj xeeb ntawm cov khoom lag luam hauv cov neeg siv khoom lub siab uas ua rau lawv tsim nyog los txheeb xyuas, thiab nyiam nws dhau kev sib tw thiab haus lub hom.
Ua ntej yuav mus ntxiv rau hauv qhov kev sib tham no, cia peb pom qhov sib txawv ntawm lub npe thiab qhov chaw. Kev tawm dag zog ntawm kev tsim khoom lag luam yog tsom rau kev sib txawv ntawm cov khoom lag luam los ntawm cov khoom lag luam logo, cov yam ntxwv thiab cov ntsiab lus thaum qhov chaw yog qhov kev lag luam tawm tswv yim kom tau txais qhov chaw hauv lub siab ntawm cov neeg siv khoom. Txhawm rau txhawm rau txhawm rau lub hom phiaj, lub tuam txhab yuav tsum xub txiav txim siab cov hom phiaj ntawm cov neeg siv khoom uas txaus siab los haus lawv cov hom; Qhov no yuav pab kom xaus qhov kev lag luam uas lub hom yuav tsum ' haum' nyob rau hauv. Qhov no yog hu ua 'brand positioning lub tswv yim' thiab qhia seb lub tuam txhab xav kom cov neeg muas zaub pom lawv cov hom.
Qhov no tuaj yeem nkag siab los ntawm daim ntawv qhia kev lag luam uas qhia cov neeg siv khoom nkag siab ntawm lub tuam txhab cov npe piv rau cov khoom sib tw ntawm cov cwj pwm tseem ceeb rau cov neeg siv khoom. Lub hom phiaj ntawm qhov kev tso tawm lub tswv yim yog tias nws tso cai rau lub tuam txhab los qhia txog cov cheeb tsam tshwj xeeb uas lawv tuaj yeem tawm tsam kev sib tw. Yog li, txhawm rau txiav txim siab ntawm lawv tus kheej txoj haujlwm, tuam txhab lag luam yuav tsum muaj lub tswv yim sib txawv ntawm kev tso npe ntawm lawv cov neeg sib tw hom thiab.
E.g. Daim duab hauv qab no qhia txog daim duab qhia chaw ntawm lub tsheb hom uas lub tsheb hom tau muab faib ua 4 pawg loj xws li,
- Classy thiab sporty
- Kev ua tau zoo thiab kev saib xyuas
- Tswv yim thiab sporty
Daim duab 1: Hom Lub Hom Phiaj Pom Zoo hauv lub lag luam tsheb
Kev tso npe rau npe yog qhov tseem ceeb tshaj plaws hais txog lub tuam txhab sawv cev rau dab tsi. Yog li, txoj kev uas lub tuam txhab tso lub hom phiaj thiab sib txuas lus rau cov neeg siv khoom yuav tsum yog qhov tseeb thiab tsis muaj kev nkag siab. Tsis tas li ntawd, thaum lub hom phiaj yog positioned, nws yog ib qho tseem ceeb kom tswj tau qhov qub yam tsis muaj tarnishing lub npe. Piv txwv li, nyob rau hauv daim ntawv qhia saum toj no, Audi yog positioned raws li ib tug kim thiab classy hom. Yog tias Audi txiav txim siab los tso tawm cov nqi qis, qhov no yuav muab cov duab sib xyaw thiab cov khoom lag luam muaj txiaj ntsig thiab lub koob npe nrov yuav raug kev txom nyem los ntawm qhov tshwm sim.
Dab tsi yog qhov txawv ntawm Cov Khoom Muag Khoom Muag thiab Hom Kev Pom Zoo?
Kev Muag Khoom vs Hom Muag Khoom |
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| Kev tso npe khoom lag luam yog txheej txheem siv los txiav txim siab yuav ua li cas sib txuas lus zoo tshaj plaws cov khoom lag luam rau cov neeg siv khoom lag luam raws li cov neeg siv khoom xav tau. | Kev tso npe rau npe yog hais txog qib hauv cov neeg siv khoom lub siab lub tuam txhab lub npe muaj nyob rau hauv kev sib tw. |
| Nature | |
| khoom muag yog raws li kev sib tw sib txawv. | Kev tso npe rau npe yog raws li kev xav tau. |
| Lub hom phiaj ntawm qhov khoom muag yog txhawm rau ua kom tiav txhua qhov kev xav tau ntawm cov neeg siv khoom. | Kev tso npe rau npe yog tsom rau kev ua noj rau cov neeg siv khoom tshwj xeeb. |
| ntsuas | |
| Qhov kev vam meej ntawm cov khoom muag tuaj yeem ntsuas los ntawm kev sib koom ua lag luam. | Txoj kev vam meej ntawm hom lag luam yog qhov tsis muaj txiaj ntsig ntau hauv qhov xwm txheej. |
Summary – Product Positioning vs Brand Positioning
Qhov sib txawv ntawm qhov khoom muag thiab kev tso npe hom lag luam feem ntau yog nyob ntawm seb lub tuam txhab puas tsom rau kev tswj hwm thiab txhawb nqa lub tuam txhab cov khoom lag luam (cov khoom muag) lossis sim tsim lub tuam txhab lub npe lag luam (hom npe). Tej zaum yuav muaj ntau yam khoom nyob rau hauv ib lub npe hom, thiab txhua tus yuav tsum tau tswj qhov sib txawv. Nyob rau hauv tus txheej txheem ntawm qhov no, lub tuam txhab yuav tsum xyuas kom meej meej thiab zoo ib yam hom duab yog sib txuas lus rau cov neeg muas zaub txhua lub sij hawm.
