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      "text": "学科16：营销学重要模型",
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      "text": "二元法则：同一品类只能记住12个",
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      "text": "打造品牌的四步法",
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      "text": "独特生态位：对抗内卷最好的解药",
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      "text": "6个核心心理模型",
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      "depth": 4,
      "text": "优越感：舆论世界越弱的东西越好传播",
      "anchor": "优越感舆论世界越弱的东西越好传播",
      "citation": "https://www.pystone.net/notes/mental-models-16-marketing/#%E4%BC%98%E8%B6%8A%E6%84%9F%E8%88%86%E8%AE%BA%E4%B8%96%E7%95%8C%E8%B6%8A%E5%BC%B1%E7%9A%84%E4%B8%9C%E8%A5%BF%E8%B6%8A%E5%A5%BD%E4%BC%A0%E6%92%AD"
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      "text": "品牌共鸣金字塔",
      "anchor": "品牌共鸣金字塔",
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    },
    {
      "depth": 3,
      "text": "底层：认知——是谁、是做什么的",
      "anchor": "底层认知是谁是做什么的",
      "citation": "https://www.pystone.net/notes/mental-models-16-marketing/#%E5%BA%95%E5%B1%82%E8%AE%A4%E7%9F%A5%E6%98%AF%E8%B0%81%E6%98%AF%E5%81%9A%E4%BB%80%E4%B9%88%E7%9A%84"
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      "depth": 3,
      "text": "第二层：你是什么",
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      "text": "顶尖：让品牌为消费者加码，告诉其他人消费者的身份，用品牌代表自己",
      "anchor": "顶尖让品牌为消费者加码告诉其他人消费者的身份用品牌代表自己",
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      "url": "https://www.pystone.net/notes/courses-books-general-knowledge/",
      "atlas": "https://www.pystone.net/?node=courses-books-general-knowledge#knowledge-atlas",
      "label": "课程、书籍与通识材料",
      "origin": "explicit",
      "humanReviewed": true,
      "context": "林超通识课/分拆文件中的“学科16：营销学重要模型”导航项",
      "citation": "https://www.pystone.net/notes/courses-books-general-knowledge/#%E6%9E%97%E8%B6%85%E9%80%9A%E8%AF%86%E8%AF%BE%E5%88%86%E6%8B%86%E6%96%87%E4%BB%B6"
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  "contentMarkdown": "学科16：营销学重要模型\n\n![](assets/1643511165036188_Copy_187.png)\n![](assets/1643511204998189_Copy_188.png)\n\n# 学科16：营销学重要模型\n![](assets/1643511313091190_Copy_189.png)\n\n## 理解需求\n\n有时候被否定不是因为自己的绝对能力不行，而是不符合需求方的条件\n\n### 痛点\n\n![](assets/1643511592039193_Copy_192.png)\n\n### 爽点\n\n![](assets/1643511616633194_Copy_193.png)\n\n### 《营销管理》\n\n![](assets/1643511650885195_Copy_194.png)\n\n## 理解供给\n\n### 《定位》\n\n![](assets/1643511919212197_Copy_196.png)\n\n### 定位理论：占据心智生态位\n\n把一个品牌或者一个品类或者动作直接画上等号，搜索——百度，外卖——美团&饿了么，牙膏——高露洁，高端手机——苹果\n![](assets/1643511969335198_Copy_197.png)\n\n### 二元法则：同一品类只能记住1~2个\n\n### 打造品牌的四步法\n\n![](assets/1643512231461199_Copy_198.png)\n\n### 独特生态位：对抗内卷最好的解药\n\n![](assets/1643512311769200_Copy_199.png)\n\n## 微观&宏观\n\n![](assets/1643511331288191_Copy_190.png)\n\n## 微观层面\n\n### 《影响力》\n\n![](assets/1643512372224201_Copy_200.png)\n\n#### 6个核心心理模型\n\n![](assets/1643512419987202_Copy_201.png)\n\n- 稀缺\n\n  - 稀缺&稀缺感\n\n稀缺感引发恐惧感，有稀缺感不一定就意味着真的稀缺，而稀缺感是可以被营造出来的\n\n- 从众\n\n来自于远古时期人类固有的被接纳的安全感\n![](assets/1643512770453203_Copy_202.png)\n\n  - 从大众&从小众\n\n随着族群的越来越碎片化，人们越来越只认可自己同类人群所认可的事情（网红餐厅、咖啡厅），营造细分人群的针对性需要\n\n- 喜好\n\n  - 销售人最重要的法宝\n\n这说明每个人其实最喜欢的其实是自己，渴望自己的观点和行为被得到认可（屁股决定脑袋），喜欢它证明了自己存在的合理性，所以做销售其实是让自己和顾客看起来很像，让顾客觉得大家是一类人（投其所好）\n\n- 互惠\n\n  - 互欠网\n\n![](assets/1643513553319204_Copy_203.png)\n\n- 承诺\n\n  - 公开承诺，本能的表现言行一致\n\n- 权威\n\n![](assets/1643514013697205_Copy_204.png)\n\n  - 对权威进行崇拜、信赖、服从\n\n## 宏观层面\n\n### 《弱传播》\n\n#### 优越感：舆论世界越弱的东西越好传播\n\n![](assets/1643514185734206_Copy_205.png)\n\n### 品牌\n\n![](assets/1643514309930207_Copy_206.png)\n\n#### 国货品牌（东方味道）\n\n- 日系\n\n![](assets/1643514479827208_Copy_207.png)\n\n- 中国风\n\n![](assets/1643514513522209_Copy_208.png)\n\n- 《超级符号就是超级创意》\n\n![](assets/1643514569514210_Copy_209.png)\n\n#### 品牌传播\n\n![](assets/1643514666425211_Copy_210.png)\n\n- 美团单车黄黑\n\n![](assets/1643514719220212_Copy_211.png)\n\n- 潜意识文化背景契合\n\n![](assets/1643514777664213_Copy_212.png)\n\n## 国外&中国\n\n![](assets/1643511346784192_Copy_191.png)\n\n## 品牌共鸣金字塔\n\n![](assets/1643514926045215_Copy_214.png)\n\n### 底层：认知——是谁、是做什么的\n\n### 第二层：你是什么\n\n### 第三层：在大众中的印象、评估\n\n### 顶尖：让品牌为消费者加码，告诉其他人消费者的身份，用品牌代表自己\n"
}