文案表现内容的思考点

nnn80 · 发表于 2007-4-1 13:48

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">文案表现内容的思考点<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">                     ——<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">文案应该说什么？<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">自序<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> “<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">文章本天成，巧手偶得之<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">” <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">上了年纪的老手常有体会，那种<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">踏破铁鞋无觅，得来全不费工夫<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的快感和困惑。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">正如白居易说的那样，文案创作是灵性的活计，好像冥冥之中早有主宰，而我们只是造物主的玩物。这样的说法，可能被认为很消极，事实上文案是一个折寿行担。无论是麦迪逊大道的广告精英寿命统计数据，还是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">台湾中年人广告改行开面店<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">都是一种无奈。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">笔者选择这个题目不是要在广义的天空上寻找什么<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">黄粱之道<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。而是在狭义的荒漠中探求一些方向性的参照物，作为思考的坐标。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">   <span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">

nnn80 · 发表于 2007-4-1 13:48

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">各家各派关于<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">文案<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">解释众说纷纭，令人眼花缭乱。这中能让人记上几眼更是在少数。霍普斯金的<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">纸上推销术<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，成就了拉斯克尔奢华梦想。瑞斯夫的<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“USP”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，伴随通用汽车征战全球，李奥贝纳的<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">与生俱来的戏剧性<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，却让粗<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“3B”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">大行起道，致使拙劣广告江河泛滥。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">其实各家各派在意识根基上并没有差别，只是侧重点与表述方式有所差异。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">笔者更倾向于瑞斯夫的实用主义，<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">文案<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是营销中<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">具象利益<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">分解点。探求文案表现内容思考点，只能退后几步，看清楚了营销整个轮廓，然后才能判断出了文案位子和作用。营销学界有<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4P<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">、<chmetcnv wst="on" unitname="C" sourcevalue="4" hasspace="False" negative="False" numbertype="1" tcsc="0"><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4C</chmetcnv><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">和<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4R<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">之说。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">    <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">由于笔者是中途上山求学的，而且是时间很短，笔力有限。很多时候只能借助与一些浅显的类比。下文中用上了一些生理隐讳性比喻，不是很不雅，望读者体谅。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">

nnn80 · 发表于 2007-4-1 13:49

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">前言<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">     <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">市面上的广告，特别是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">NP<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">稿，主要是在讲三点：产品、价格和促销；这源于营销学上讲的<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“4P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">概念，还有<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“1P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是渠道，除了<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">开业说明<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">外，通常只有了了数语，加上一个简单却不是夸张的区位图。人们更愿意用行动来表达，而不愿意在渠道上做过多的考究。打一个不太好的比方，白相男人追女孩技巧，前面<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“3P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是花言巧语，后面<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“1P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">是行动，男人喜欢把行动和语言分割开来。这点使很多女人开始是奇怪，接着是遗憾，之后无尽的郁闷和不满。资讯发达的今天，据说市面上因此延伸了许多专题讨论。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">话归正题，这种<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">本能式营销<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">（又有说卖方市场说）逐步落伍，取而代之的是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">女权式营销<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">（与之对应的是买方市场说），也许是这个国家女人太少了，国外不是有担忧大陆男人比例严重不协调，而发出<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">谁来安慰是三千万光棍<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">！国内的报纸虽然没有这么野蛮的说法，但也抛出了<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">性健康<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">提法。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">

nnn80 · 发表于 2007-4-1 13:50

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">与<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“4P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">不同的是，<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">女权式营销<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">强调的是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“4C”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，即：消费者、成本、便利和沟通。富裕和开明一点的香港人在这个方面起步的比较早，搞了<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">二奶经济学<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，把<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">性福<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">和成本及所带来边际效应用了一个方程式换算了出来，并乐此不疲，每年<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">港姐<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">和<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">亚姐<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">就是一个不太好的例证，据说两大选赛非常热闹，而且这种热闹将在选赛结束后的一个上流群体中停留好一阵子。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">

nnn80 · 发表于 2007-4-1 13:50

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">国内经济还是处在<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">发展中<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，上流群体毕竟还是有限，虽然也引进了<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">二奶概念<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，但是慑于<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">大奶<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">和公检部门威力，推广力度不是很大。稍微开明一点的温州人最早察觉了这中的商机，主攻中低端市场。把<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">二奶<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">分解成<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">一次性喝奶<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，并将这个市场推广到社区中去，解决了传统营销中<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">渠道<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">问题，换了新的提法叫<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">便利<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，谁叫客户是上帝呢？由于近距离的服务，主客双方不再尴尬本能性的问题，特别是女性的挑剔思维作崇，在这个阶段也开始注意起<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">沟通<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，有一些有经验的人献身说法，没有一定的沟通技巧，真是叫<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">劈柴不照纹，累死砍柴人<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: 'Times New Roman'; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。

nnn80 · 发表于 2007-4-1 13:51

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">在满足了初步了<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">性健康<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">之后，根据马洛斯需求层次原理，人们需求的转变，营销方式也比较得到及时的跟进，这个时候学术界有了新的提法<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">中性营销<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，与之相关的是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4R<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">：关联、反应、关系和回报。这是属于前瞻性需求，一般百姓是不敢奢望的了。就算是被<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">捍东<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">带进少数阶层的<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">蓝宇<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">（电影《蓝宇》里面的两个人物，这代指同性恋），也是平民阶层的偶然中的偶然，如沧海一粟。况且这是电影，生活没有这么艺术。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">    <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">罗罗索索说了一大堆，转入正题。无论是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4P<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，<chmetcnv wst="on" unitname="C" sourcevalue="4" hasspace="False" negative="False" numbertype="1" tcsc="0"><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4C</chmetcnv><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，还是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4R<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，都需要细化性研解，并参照案例自身特点作一些修正。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">

nnn80 · 发表于 2007-4-1 13:51

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">房产行业的营销不比别的产品。它有一些自身特点。（<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">1<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）标的金额大；（<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">2<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）恒久耐用；（<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">3<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）不可遇见性大（期房销售）；（<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">4<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）涉及面广。应该说这类产品的营销更趋于理性，但是由于涉及群体众多，如何让这么多群体看懂，并接受，这就需要感性魅力了。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">下山的时候还年幼，只有师傅送我两句话，一是学会<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">COPY<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，特别要注意<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">JBL<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的作品，从学习到模仿，是走向成功的先机；二是用好<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“4P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">，毕竟在房产行业营销还是开始，可把握的空间还很大。<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">    <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">我虽愚笨，但对师傅的话还是很铭记的。随着实践中探索的深入，发现要做到前后两点已是不可能。因为市场转变已经脱离了我理解力，至少已不是<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-fareast-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“4P”<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">所能掌控。于是我试着对此做一些浅显讨谈，以理清思绪。

nnn80 · 发表于 2007-4-1 13:51

话接前述，市面上的广告，特别是NP稿，主要是在讲三点：产品、价格和促销。但随着房产热潮退却，在推广主题上出现了一些新的内容。主要3大类：（1）服务，原自“4C”中的便利；（2）身份，原自“4R”中的关系和回报；（3）关爱，原自4R中的关联和反应，当然了这中没有绝对分类。无论是“4P”；“4C”；还“4R”都是通向罗马目的地中不同的方法，其中的共性是很明显。就如中华武学之道，无论是各家各道，最后都是九九归一的。    本文结构大体也建立在现有的六点推广主题上来讲的。不求有什么新鲜的见解，只求对现状对一个明晰化的论述。

nnn80 · 发表于 2007-4-1 14:14

宁波策划人来杭州赋闲，希望能与杭州同行交流～我的博客<a href="http://blog.sina.com.cn/nnn80">http://blog.sina.com.cn/nnn80</a>

kchlex · 发表于 2007-5-12 12:53

路过,会去你博客踩踩,别忘记也来踩踩我哦,呵呵,相互学习吧

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