Philips品牌定位與品牌架構(gòu)

1、brand positioning & architecture品牌定位與品牌建設(shè)piet coelewij , senior vice president general mangerphilips consumer electronics (china)飛利浦消費(fèi)電子（中國(guó)）高級(jí)副總裁及總經(jīng)理郭立為date : march 30th 20052005年3月30日philips heritage : focus on theexperience one philips vision一個(gè)飛利浦dap小家電medical醫(yī)療ce消費(fèi)電子healthcare醫(yī)療保健lighting照明se

2、miconductors 半導(dǎo)體lighting 照明display jvs顯示-合資technology核心技術(shù)lifestyle時(shí)尚生活to be a world-class marketing organization , philips must have abrand positioning as its centerpiece .成為世界級(jí)的市場(chǎng)營(yíng)銷(xiāo)型組織，飛利浦必須以品牌定位為核心。?brand positioning 品牌定位philips domestic appliances and personalcare 飛利浦小家電philips medical systems 飛利

3、浦醫(yī)療系統(tǒng)philips lighting 飛利浦照明philips consumer electronics 飛利浦消費(fèi)電子philipsphilips semiconductors 飛利浦半導(dǎo)體?what are the philips filters and enforcement tools ?什么是飛利浦的過(guò)濾網(wǎng)和執(zhí)行工具？our brand positioning can be articulated through the followingstatement .以下陳述能夠說(shuō)明我們的品牌定位technology is there to help us ,make our liv

4、es easier and more productive .so why is it so oftensuch a hassle ,full of complexity and frustration?科技能讓生活變得更輕松，更有效率。可是為什么用起來(lái)總是那么麻煩，那么復(fù)雜又令人沮喪？we are convinced that no matter complex and advanced a product or solution is ,you should becomfortable using it. it is this very simplicity that transforms

5、 a task into an opportunity ,a burden intopleasure.我們堅(jiān)信，飛利浦的產(chǎn)品和解決方案，無(wú)論多復(fù)雜和先進(jìn)，在使用時(shí)都應(yīng)該讓人覺(jué)得輕松自如。正是這種簡(jiǎn)化將工作轉(zhuǎn)化成機(jī)遇，將負(fù)擔(dān)轉(zhuǎn)化為樂(lè)趣。which is why philips is committed to delivering products and solutions that are easy toexperience ,advanced ,and designed around you ,no matter how advanced the technology.為此，飛利浦致力于為您

6、科技領(lǐng)先卻容易使用的產(chǎn)品和解決方案。無(wú)論其科技多么先進(jìn)和尖端，我們都確保飛利浦的產(chǎn)品能為您的生活平添自在輕松。the building blocks of the positioning consist of 3 essential pillarsthat should be together .三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。designed around you為您設(shè)計(jì)firstly ,all philips activities must be driven by insights into howconsumers/customers seek to experience t

7、he benefits of technology .深入了解消費(fèi)者/客戶的需要，飛利浦的所有活動(dòng)都必須讓用戶體會(huì)科技帶來(lái)的好處。designed around you為您設(shè)計(jì)business to businessis this driven by acustomer insight ?是否以客戶“洞察”為business to consumeris this driven by acustomer insight ? 是否以客戶“洞察”為導(dǎo)向？導(dǎo)向？are both aesthetic andis this the result ofcollaboration ?是否是協(xié)作的結(jié)果？func

8、tional designsbased on end-userresearch ?美觀和功能是否都已最終用戶為研究對(duì)象？products and services must be convenient and easy to experience inorder to remove the hassles often associated with technology .產(chǎn)品和產(chǎn)品和服務(wù)必須方便簡(jiǎn)易，使人輕松享受科技帶來(lái)的愜意而任何顧慮。designed around you為您設(shè)計(jì)easy to experience輕松體驗(yàn)business to businessare we the ea

9、siest to dobusiness with ?我們是否是最簡(jiǎn)易的貿(mào)business to consumerwill i need a manual touse it ? 使用這項(xiàng)技術(shù)需要看使用手冊(cè)嗎？易伙伴？is it accessible to alldo we seamlesslyintegrate withcustomers ?我們是否與客戶親密無(wú)間？people ,regardless oftheir familiarity withtechnology ?無(wú)論人們對(duì)技術(shù)熟練與否，是否都能應(yīng)用自如？at the same time , product s must be cont

10、inue to deliver thebenefits associated with innovation .同時(shí)，產(chǎn)品必須與創(chuàng)新同步，不斷帶來(lái)更多好處。designed around you為您設(shè)計(jì)easy to experience輕松體驗(yàn)business to businessdo we offer forward-thinking solutions ?我們是否提供前瞻的思advanced尖端科技business to consumeris it a tangibleimprovement ?是否切實(shí)的改進(jìn)？考解決方案？does a technologicalis it adapta

11、ble ,future-innovation deliver aproof ,and interoperable? better experience to技術(shù)是否兼容、超前?end-users ?技術(shù)創(chuàng)新是否為最終客戶帶來(lái)更好的體驗(yàn)？these three pillars collectively give philips a distinct position and act asfilters to ensure all company activities support the brand positioning.三項(xiàng)品牌柱石共同塑造獨(dú)特的地位，并像過(guò)濾網(wǎng)一樣確保所有公司活動(dòng)都支持品

12、牌定位easy to experience輕松體驗(yàn)designed around you為您設(shè)計(jì)advanced尖端科技delivering the brand positioning via proof-points in all philipsproduct divisions.通過(guò)各飛利浦產(chǎn)品部門(mén)的產(chǎn)品證實(shí)并完成品牌定位。medical systems 醫(yī)療系統(tǒng)heart start, brilliance 40 slice ctlighting 照明xenon car headlights ,halo in-store communicationconsumer electronics

13、 消費(fèi)電子ambient lighting flat tv，dvd hard disksemiconductors 半導(dǎo)體near field communication ,nexperia dvd+rw designdomestic appliances and personal care 小家電philipsave coolskin ,senseoproof-points in consumer electronics消費(fèi)電子的證明產(chǎn)品flat tv with ambient lighting流光溢彩彩電easy to experience : seeing is believingadv

14、anced : unique philips invention of colored backlights makethe viewing experience much more intense and immersivedesigned around you : consumer data confirms significantimprovement of the viewing experience versus non-backlightsystemsproof-points in consumer electronics消費(fèi)電子的證明產(chǎn)品dvd recorder / hard d

15、iskdvd刻錄機(jī)/硬盤(pán)easy to experience : record up to 130 hrs on hard disk andpreserve for life on dvdadvanced :philips first to european market with an electronicprogram guide for point and chick tvrecording : no more programming hassledesigned around you : with flex time you can easily pauselive tv and wa

16、tch the beginning while you record enddriving the brand positioning in ce在消費(fèi)電子內(nèi)部推動(dòng)品牌定位ce vision &ambitionbrandbusiness creationbuilding the philips brandgo to marketpositioningusepre-purchasepurchasece marketing strategyconsistent delivery in alltough pointsbrand positioning and marketing concep

17、ts determine thetop level benefits of all products品牌定位和營(yíng)銷(xiāo)觀念決定所有產(chǎn)品的最大益處brand positioningmarking conceptspecific value propositionthe value proposition house brings it all together價(jià)值組成屋將所有要素結(jié)合inside-outdiscriminatorhow can webenefits reasons to believetranslate ourinsights intoattractive , relevant ,c

18、redible anddistinctive philipspropositions ?consumer insightcompanytargetenvironmentmarketing conceptbrand positioningoutside-inhow can weunderstandwhat people arelooking for andbrand positioninghow can we make it designed around you , easyto experience and advanced ?whom we wantto serve ?philips is competitive on all brand positioning pillars with a stronger positionon simplicity but does not stand out yet .飛利浦在三項(xiàng)品牌柱石上都有競(jìng)爭(zhēng)力，精簡(jiǎn)方面更強(qiáng)，但還不十分突出designed around youreayunderstands myneedsproducts so well-designed i fee