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USP理论(独特的销售主张-Unique_Selling_Proposition).doc

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1、USPX MBA(http:/ Selling Proposition)F* 1 oUSP(SDE)o 1.1 wo 1.2 _o 1.3 to 1.4 o 1.5 * 2 USPSDET-nG* 3 USPBbMkco 3.1 Py/Brand Wheel/Essenceo 3.2 PEBrand Marketing Agendao 3.3 PdBrand Interrogationo 3.4 kBrainstormingo 3.5 ADCEPTdo 3.6 ADCEPTIo 3.7 USPN* 4 pySDEUSPo 4.1 aUSPBRMIo 4.2 USPXSo 4.3 OASoHo

2、4.4 cvUSP* 5 SDEUSPObko 5.1 BbIqzAKbIqho 5.2 GBDdM-nUSPo 5.3 TBPUSPqAxUSPVo 5.4 |BKAZVUSPo 5.5 -B6WUSPAOUSPo 5.6 BG|AUSPMo 5.7 CBUSPXsAUSPctiQo 5.8 KBMstAJUSPo 5.9 EBZ-TAUSPzso 5.10 USPTGo 5.11 USPTGo 5.12 QB-bUSPpAXH-CqoUSP(SDE)USPYSDE(Unique Selling Proposition)SDESoAUSPO?Rosser Reevesb50N-ALOTed

3、Batesiqc.-aNidPPCLPoAUSPOdGioAOiHwjiCSDEUSPOiivW-XxaviNzbANOSGitVdXDEADE-nT-nGOQqgAFd-SMHd-rQqFGOSAODkXXFTOFOA-nAOd.USPzbSDE USPzb-_dEJC-nObd-WtF-nAydtFbktANicdt-CMSDEd-I AOl-AlzGF USPMPHtGthBaqBSAONOPHAthXeOUSPADEGCX_SAPoUSPMPH iCyOSAUSPOXAPHOCPTwMUSPOSAPOUSPOXdYSAwOb WXYSCUSPOVObdWAwiHQkbdPhCCqwUS

4、PSoAYSDE,XdSAMZHFjR-SXSAB-naFC-nGVdcDEAXApgvdiHoQqFFDEOD kASXSzAFHFFDEOFOAbYWAHcBlgHpgdCCq_20r40NAPbINizbWAucqisAibnFKCA-XUSPunique selling propositionzbGSDEAb1961XmicnReality in AdvertisingnFti-zCCqtUSPzb_vW-AiKaC-AD-ncbG-d-AHdoHC70NAUSPzbGDXlDpgrQqAvBVlDdzMC90NZAUSPzb-WPAFUSPNS_PCUSPzbbNMeAeIBiMAF

5、FAXs-nDCUSPzbbOPCXeAUdAx_FMWcPVdsRCCqbpDEPrAXXf-nHAehHdoHoHoCNNMAqqBC wlFA-nDGcAOLgb-CAUSPzboC1BHoVBANObDWAV-cHF2BNwsA-nIVgaAAu-S-AVXvSwgasAF3BdDAqeUOqAFLp-nDAVOKF4BNwDAvObDeF5BDA-AqqzBdBABdOzOC CqI2004AnDoP-GWk41.8APoQauKPwoWAG2001lAo-rA-dnnRAN70hECOXoGghPFXOHOSoCl_yB-_AoXFb-KoA dFLdEGGyB-CjXFdDMAG

6、oPOFROCCqUSPSDET-nG* FdSMQqXXCidDEF* SODkXXXDEAODkXAOSF* FiOXXDEFAHvEgC20r90NAcUSPwoGUSPyOb_PAqeFOBSAOVSAVAiCo-USPT-nG* USPOSXXXbP-zA|QXSgCOPHdpQqPbdmAGdHGPpQqOGPBSMC* USPOCOdDrM-nNCOdDA-PdXCOSAOMPVOAGoGPJsdsGDPdYeSC* CUSPdXDEXXMOHHAPQqgABPgOSCCqUSPBbMkcCqPy/Brand Wheel/EssencePyPFG* PpAttributesGPO

7、APz/SF* PQq(Benefits)GPAPCGF* P-(Values)GPpXPTAHXLHPTF* PPersonalityGpGPOHAaOLH* PEssenceGPAyUSKACPyOSRdPPFOuAixFPAN_GPAcFGP-FiaOdTAOdsSPNASLPPXeCCqPEBrand Marketing AgendaqewiMLoXSwBo-AU-_G* P/PVd* M* FAiMLoX-n* TAiMLoX-nCqPdBrand InterrogationPdOoFcPS-CGddMdU-nCCqkBrainstormingQzSNMnECCqADCEPTdAdc

8、eptsOBONBRBOHa_AObseddCCAdceptsAQkABOEdADEdtNAOzCCqADCEPTIAdceptsOddEAjhPShAe8-10Adcepts_dnIXXYNdQkAS-SLodQkCCqUSPNUSPNJOUSPANPyCcUSPNAHU_G* o-niHbiZAdHQH* bMaXAL-H* PUSPOH* USPOHodHH* _PPnPDEuHzOHGMEC* YPDEBBk-wi“zC* CpUNo_SXHa_HUSP-B-nOouCOCCGA-USPNOSPuO_p_USPi-SCCqpySDEUSPCqaUSPBRMISDEOAoHABRMIAA

9、Ma-zXSCAdODusbLptAOpGAcvSSPdsDTt_SkAAxpECqeAVOMEMacASDEAvAcXAXDEopMb-QCAYP-CAuOGDEPIlARbCDEupQ-CA-nOoHScSDECulppaOqqAAXsOCXe yyifAGXaTCdE-niAocFXA-CrWOX AgApGoXANQSbC24pXA-nDA-AAoNCOCaDAoFcyAgAXoIXFhNCLM IAHwtiCOCzOIsAHvzOAOzO-AeZxtiXF -nDCiHXAUSPORCAAcUAXhKCCqUSPXSbSAUSPTXSGA CWiVdXYDECOdjAOOHAOVvg

10、SGgUdAAopnzCGA GDEODXSkXSCOSADeHDCTA GDEDFOAlqjgOCNOSAoAdCSCPoWXDEiO-pNICWAHXiwNOGHpSDErjqHsCt-AUSP-ncNOCPoqdGWiuHCXSyO-zvSDECHAANCMnCubfAbCM&MJObp60yPQAjRS_zlCPQCqOASoHSDEiO-CeAntkOcWAiHDC-nNOApGASAAASDEidoGCjuBrCNJSAGjgqTQq-vAS-nChtkFvSCAUSPiHHUoG* ChIaoCtSC1955AUxqqWC2002AI500F-CNOQhCbAn-UACOoCoF

11、cCAUQFA-nkNOjOuAAGuDnCizpeteZAteuCDNaJuB-sCIGssskUCiEdCDAbdbWaWLHA_hDEHiC* qqqqOWoC-OA-nudSAqqAOiLNMGLPHL-DQFH* aoHYMDaCpAmGiMaczJOSOy-RCiMacyDHPSG Q-nyxHOyCHzODSGOuBrCquMuAAiMacX cAHOBwl-HA_CiMacjOxXH-nhNBR_C* AyAAPDSCOuzAqsCboA-AKOjqiHC* xupARbIWboNOC* nOXAPAOOWCXLMMADLaY_CpANNhxOzXXACpGqq_ALaOHdh

12、C-VdgAu-ndpgNA-ONA7XhA30XCCqcvUSPhDaRROa-nDgdaARvdOuyAUSP-CDHNDadHLCSqzA_hLSdsbCUSPH_AO_PoGbipFSAHjHzzOAuHYSkAMZHOUhAQFaCPPFHAoJQkJAeCjV_P-HHeCTFoUSPOCHAJMO-OUSPAAjtqCbcvUSPeAT_GAXDEdnzADEOHAnzFjlOHbAcWAADeUSPHyUSPNMAo-W-z-nC-AMwAnzGbdpgeAQHeAYH nzCOydAiAnzOdGoCiOA-lOC HnzANMY_KtkAYcCAFAGlOAAod-CsLp

13、tADLOpXpgKwAAvnzP_Tt_SCbRDPMAVwcTaetFYa_DAi-nfCPW-SzTCbAFDwZAAiHK-AOtAbvaWonCCqSDEUSPObkCqBbIqzAKbIqhcYHpIqAZVOVHAoieAOKw_sCH AUSP Unique Selling PropositionAYSDEA_HXbWAhOQMUCbkWhocYhM By-nDANyAoqq_wCbJ-zeA-nOGbtMdOAxW-AXsUSPA_huejYOoDnCCqGBDdM-nUSPUSPEDOUNiHoUSPO_nApiBAHUSPWVeA-nGdO_cDUSPiaBAVAehaiai-nUSPaBCMzbRiHSGUSPO_gSDWCoSAdDAN-nn USPCD-nObdtAuMdUdApzdtA-ZOdjINAHWteA EjhwtohPdoCpGnUSPAbpgdUSLHApiKJ-AB

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