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赢在品牌视频超级翻译演讲稿(完美篇)

《赢在品牌》说明会演讲稿

各位优秀的企业家，大家上午好。今天跟大家分享一个主题，是我在这三年经营企业中对我影响最深的策略和方法，我们经营企业的时候，是经营产品还是经营品牌比较重要？经营品牌。但经营企业过程中，有一个环节是不赚钱的，有三个环节是最赚钱的，你自己经营中要掌握不赚钱的策略还是掌握赚钱的策略？哪一个环节最赚钱？哪一个环节最不赚钱，每一个企业家一定要从本质上思考问题，我们企业家付出的比任何人都多，得到的比任何人都少，企业经营过程中，生产加工这个环节，往往赚的是辛苦钱，哪一个环节最赚钱呢？谁拥有核心技术谁挣钱，我们发现谁拥有渠道谁赚钱，我们发现谁拥有品牌谁赚钱。

接下来我跟大家分享一些有助于每个人在经营企业过程中最有效的品牌战略和资源整合策略。什么人要学习经营品牌呢？一个国家要不要经营？一个城市、一个企业、一个项目一款产品甚至包括一个人要不要经营？所以今天我跟大家分享的策略是不管今天是市政府领导还是企业负责人、公司执行者还是你个人，接下来给你的策略对你们一定有帮助，因为品牌策略可以是用在我刚才提到的每一个环节。

我们经营企业中，每个人都希望有品牌，第一个策略就是定位策略，我们发现营销过程中，我们每个人都在研究市场，但经营企业过程中发现第一个观念，学习过程中有时候发现一堂课，一个人、一本书甚至是一句话有可能就改变我们的命运。所以学习过程中，有人不断做笔记，做笔记很重要，但有一个东西比做笔记更重要的就是去理解它，你理解一个策略才能用好一个策略。你发现学习很重要，但理解它更重要。这个世界上不会因为你知道的比别人多你会成功。我97年开始做演讲，讲到05年我就停下来，05年做企业一直做到现在，感触最深的是一个企业家之所以成功，不一定因为懂得比别人多，但一定是做到了和持续做到了。定位策略有一句话很重要，占领思想比占领市场更重要。你会发现经营企业过程中，要看到、拿到的永远是产品，只有被想到的才是品牌。

如果今天到商场买一个微波炉，你会选择什么？选择格兰仕的请举手，如果今天让你买手机立刻想到哪个品牌。选择诺基亚的请举手，一半以上。你了解什么是品牌么？就是在消费者大脑中已经有位置的产品，你的产品、公司包括你自己，在消费者大脑里有没有位置。当你等于什么的时候，你就是品牌。学定位的目的就是让你和你的公司产品，在客户脑海里有一个位置，这样在市场上就有你的地位。谈到你，人们会想到什么，这就是品牌战略。我们在经营汽车的过程中发现，汽车市场竞争最为激烈，但今天如果赚钱了，想买部车，什么车等于尊贵

呢？所以你发现，当你想到奔驰的时候，奔驰是什么？奔驰定位等于尊贵。所以很多人为了体现自己的身份买一辆奔驰车。在他内心当中因为它等于尊贵，于是宝马选择了驾驶的定位，所以奔驰等于尊贵，宝马等于驾驶。

沃尔沃等于什么？沃尔沃为什么等于安全呢？戴安娜王妃怎么出事的？车祸，坐什么车？奔驰。当戴安娜王妃出了车祸之后，沃尔沃开始研究奔驰车系数，最后和沃尔沃系数对比，在报纸上推出一篇文章，叫做戴安娜之死，如果不坐奔驰结果怎样。最后答案是不会死，从那以后，沃尔沃等于安全。法拉利等于速度，保时捷等于什么？等于唯一，丰田等于什么？适用。请问你的公司、产品等于什么？反过来讲，我们在经营企业过程中，需要去找定位，谈到汉堡包会想到哪家公司？麦当劳，谈到鸡腿你会想到哪个公司？KFC。想到比萨你会想到哪一家公司？必胜客。想到咖啡会想到什么？星巴克。什么叫品牌，就是在你的脑海里等于什么。我很多时间给市政府做顾问，我去湖北的时候有一个丹江口市，我跟他们交流的时候我说，你们这个城市等于什么？他告诉我，丹江口市等于水都。你的水都是怎么来的？什么是品牌定位？品牌定位不是在你的脑海里，是在客户的脑海里，你要把你的定位烙印到客户的脑海里。所以我说，除了水都之外还等于什么？说工业之都、休闲之都。我说营销观念是什么都是就等于什么都不是。四川的定位叫做天府之国、休闲之都，口号是你来了就不想走的城市。我说巴黎投巨资，耗资多年，打造两个字叫做浪漫，当巴黎等于浪漫的时候，全世界追求浪漫的人都把钱花到了巴黎，韩国读懂了定位，打造两个字叫做旋动，于是全世界年轻人为了追求旋动，把钱花到了韩国。

到底什么是定位。湖北省旅游资源丰富不丰富？说非常丰富。他们说有武当山、神农架，黄鹤楼、古琴台，有很多资源。那么多资源，不营销出去就没有价值。我就跟他讲，拿成都举例，什么是定位，定位不仅仅是找到位置，还要找到最有效的口号，然后把它传播出去，一个好的口号可以立刻让企业倍增价值，我跟他讲，我们到四川旅游到哪里？到了湖北我们旅游，没有更好的让你理解它的资源，你的企业、公司定位到底是什么？找到企业的定位，为企业找到合适的口号。什么是定位，简单理解就是你等于什么。谈到李小龙会想到什么？功夫，谈到金庸想到什么，武侠。谈到琼瑶会想到言情。所有饮料经营过程中，农夫山泉的定位是有点甜，他的市场立刻脱颖而出。王老吉突然之间做的很好，为什么？因为定位怕上火就喝王老吉。真正要学定位，今天我在30分钟之内，只能跟你分享一些概念和策略，学习需要系统化。我认为先去了解它才能更有效的学习它。我们真正想做成品牌，光靠努力是不够的，要懂得策略经营。你会发现，定位的第一个元素就叫做心智定位，把什么烙印到客户脑海里。因为客户有先入为主的，客户的大脑有混淆的东西，越简单越容易被客户记住。

对于定位，接下来我重点讲的是口号定位。从心智定位到领先定位，到客户群定位，到价格定位，到包装定位，到宣传定位，到情感定位，到功能定位，从产地定位到竞争对手定位，包括渠道定位还有榜样定位，我们总裁一生做企业，要把每个定位梳理清清楚楚，才能系统的打好战役。这个过程中，我要抛弃的是口号定位，我认为口号定位对大家来讲是帮助立竿见影的。我一共总结了12大定位系统，但我今天拿出其中一个跟大家分享。

口号定位最大优点就是帮助你扩大品牌价值，因为被记住的才是品牌，口号帮助你让消费者记住你的公司和产品。比如北京一家公司叫联想，刚刚成立公司的时候，在中关村立了一个牌子，上面打了一句话，叫做人类失去联想，世界将会怎样。当这个口号一推出，短短三个五个月影响了中关村所有企业，随着企业发展品牌开始凸显，外国企业为了跟他竞争的时候，联想公司把这个口号改成联想产业报国，当提出产业报国的时候，很多热血青年为了报国而买联想。当联想收购IBM，美国军方有1万台订单取消。所以联想立即改了口号，叫做让世界一起联想。这样一万台订单又收回来了。所以口号对企业发展非常重要。

上有天堂，下有苏杭，这口号的价值上百亿美金，因为对苏杭起到了无形资产的一部分，帮助这两个城市快速发展。请问你的城市、国家、地区、企业、产品、公司口号在哪里。三菱电梯口号是上上下下的享受，长城润滑油的口号是多一些润滑少一些摩擦。丰田汽车的口号是车到山前必有路，有路就有丰田车。所以你会发现，口号有多重要。金利来的口号是男人的世界，你会发现一个口号只要让别人记住就是好的口号。好空调格力造，买家电到苏宁。

你发现一个口号让你记住就会变成品牌的一部分，在一个城市经营过程中，口号该如何定位呢？我记得我9月1号去丹江口市跟他们郭书记交流过程中就谈过，口号如何寻找，我问了几个问题之后，呼和浩特原来的定位是倾城，现在改名叫乳都，因为蒙牛和伊利得成功对城市推动有了很大的帮助。景德镇原来是一个镇现在改名为瓷都，为什么？我说我们准备在丹江口投资20亿，打造全球最顶级旅游圣地。你的城市我们可以定位成一个5千年文化寻根之都，为什么？我帮他做了分析，暂定的口号是，仙山圣水丹江口、寻根问祖武当山。为什么提出这个口号，我们郭书记是丹江口书记，9月1号的时候，我们谈到城市品牌概念，整个领导班子完全接受，上午谈完以后，下午开会，搞了城市发展座谈会，之后立刻跟我们签约，我们项目开始入住丹江口，这就是武当山，从空中往下看，这作山就是宣武大地的化身，龟背蛇身，当年是北修故宫，南修武当，全世界唯一的一个在山顶上有宫殿的只有武当山。郭书记问我，怎样感觉？我说两个字，没落，只是保留了原油的东西，没有深刻的挖掘武当的资源。武当山有圣山之名，看看圣水，全亚洲最大的淡水湖，就是丹江水库，是2014年全线竣工，南水北

调的源头。2010年主体完工，2014年，北京、天津喝水的水渠完工。

这是大坝上游，整个岛屿上万个，大家知道千岛湖，这是它的资源。这是我们的项目定位，一居是儒释道文化。这是总占地75平方公里，一轴的概念就是未来在中国旅游，登完长城、看玩故宫，如果没来这个项目，就等于没来过中国，仙山、圣水丹江口是它的资源，寻根问祖我们没有落定。为什么叫寻根问祖，佛教的跟是道教，太极的根也是在这里，我们大汉民族的根也在这里。炎黄子孙的根也在这里，一轴就是旅游就知道盘古开天、女娲卜天全部都有，包括天是怎么来的、地是怎么来的，人是怎么来的，在这里你会了解历史。易经文化的起源，你住的酒店就是道家的酒店，整个设计是太极八卦做的。这就是定位，所有的定位都是为了更有效的经营你的企业和品牌。

学习不是一天两天的事，学习是一生的事。我在2号的时候会把类别策略和整合策略跟达到做深度分享和剖析。所个企业经营过程中，这是定位策略之一的口号定位，我们的儒释道怎么经营，包括我们项目怎么定位，我相信在未来，你会口号定位，我有很多的咨询免费送给你。口号就叫做CEO9999，免费资料拿到手。还有一个专区是CEO9999创建品牌跟我走。所谓类别就是不同胜过更好，乐百氏推出27层过滤纯净水，另外一个领域的第一名，不同胜过更好。比如乐百氏27层以后，屈臣氏就推出105度高温蒸馏水第一名。康师傅推出红茶、花茶第一名。这就叫定位策略的类别策略。

每一个总裁要思考你的定位，如何找到跟别人不一样的定位，我在09年会联手中国两大培训师，第一个是企业的问题就是人的问题，而人的问题就是总裁的问题，总裁只有三个问题，第一总裁不知道自己去哪里，知道以后第二个问题不知道怎么去，知道怎么去就不知道如何去。所以我们找到全亚洲最有影响力的潜能激发大师，叫做阳光，他解决你去哪里，通过我解决怎么去，而长张正意（音）老师解决你如何去，这就叫做定位。定位过程中，我记得前天我跟影响力公司聊天的时候，讲一个观念，中国培训也都想当老大。我说怎么办？我们也为我们三个做一个定位，后来我们定位我们不做第一，只做唯一。

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