我們來看看..." />
761 migd在線觀看
2024-09-13 18:01:40
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劇情簡介
761 migd在線觀看劇情介紹:
我們來看看思想怎么提煉,這個時候我們會用到一個工具,叫FAB分析法,國內(nèi)的策劃人普遍使用的工具叫USP,即獨特的銷售主張。USP和FAB的差別是什么呢?USP是從賣方的角度看問題,強(qiáng)調(diào)找賣點;而FAB則是站在消費者的立場上去找買點,強(qiáng)調(diào)買這個東西對消費者有什么用,有什么價值。比如,消費者去買一把螺絲刀,是為修理家里的桌子椅子,或者是為完成某個特定的工作。他不是為企業(yè)著想,也不是因為你廣告做得好,他要買的東西是幫他解決自己的問題,而FAB法就是從這個角度去提煉、去分析消費者最關(guān)心什么。
那么什么是FAB分析法呢?F就是Features,即屬性、特點;A是Advantages,就是優(yōu)點、優(yōu)勢;B是Benefits,就是對客戶來說有什么利益,有什么好處。通常做FAB分析的時候要先把F列出來,產(chǎn)品有什么屬性,是什么人設(shè)計的,用的什么材料、什么工藝。比如房地產(chǎn),F(xiàn)就是房子建在什么位置,是板樓還是塔樓,這些都屬于屬性;第二個需要列出的是A,我的產(chǎn)品比別人好在哪兒,比如說別人都是塔樓,我是板樓,板樓比塔樓好在哪兒;別人用水泥蓋房子,我用鋼結(jié)構(gòu),別人用磚,我用鋼筋混凝土的,而這一切你都需要告訴消費者有什么好處,你光告訴消費者別人用水泥蓋房子,我們用鋼,這只是講F,消費者聽了也不懂,你需要告訴消費者用鋼蓋房子更堅固、更耐用、更保值,這就是A,是一個相對的概念,比較優(yōu)勢的概念。最后消費者關(guān)注的是自己能獲得什么利益,對其有什么好處,也就是B。
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