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1、Brandpositioning&Architecture品牌定位與品牌建設(shè)PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飛利浦消費(fèi)電子（中國）高級副總裁及總經(jīng)理郭立為Date:March30th20052005年3月30日Philipsheritage:focusontheexperience……OnePhilipsvision一個(gè)飛利浦Medical醫(yī)療DAP小家電CE消費(fèi)電子Lighting照明Semiconductors半導(dǎo)體Lighting照明Displa
2、y–JVs顯示-合資Healthcare醫(yī)療保健Lifestyle時(shí)尚生活Technology核心技術(shù)Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.成為世界級的市場營銷型組織，飛利浦必須以品牌定位為核心。????PhilipsDomesticAppliancesandPersonalCare飛利浦小家電PhilipsMedicalSystems飛利浦醫(yī)療系統(tǒng)PhilipsLighting飛利浦照明PhilipsConsumerElectronics
3、飛利浦消費(fèi)電子PhilipsSemiconductors飛利浦半導(dǎo)體??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飛利浦的過濾網(wǎng)和執(zhí)行工具？OurBrandPositioningcanbearticulatedthroughthefollowingstatement.以下陳述能夠說明我們的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowhyisitsooftensuchahassl
4、e,fullofcomplexityandfrustration?科技能讓生活變得更輕松，更有效率?？墒菫槭裁从闷饋砜偸悄敲绰闊?，那么復(fù)雜又令人沮喪？Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.我們堅(jiān)信，飛利浦的產(chǎn)品和解決方案，無論多復(fù)雜和先進(jìn)，在使用時(shí)都應(yīng)該讓人覺得輕松自如
5、。正是這種簡化將工作轉(zhuǎn)化成機(jī)遇，將負(fù)擔(dān)轉(zhuǎn)化為樂趣。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.為此，飛利浦致力于為您科技領(lǐng)先卻容易使用的產(chǎn)品和解決方案。無論其科技多么先進(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。Thebuildingblocksofthepositioningconsistof3essential
6、pillarsthatshouldbetogether.三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。DesignedAroundYou為您設(shè)計(jì)Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.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)科技帶來的好處。DesignedAroundYou為您設(shè)計(jì)BusinesstoBusinessIsthisdrivenbyacustomerinsi
7、ght?是否以客戶“洞察”為導(dǎo)向？Isthistheresultofcollaboration?是否是協(xié)作的結(jié)果？BusinesstoConsumerIsthisdrivenbyacustomerinsight?是否以客戶“洞察”為導(dǎo)向？Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美觀和功能是否都已最終用戶為研究對象？Productsandservicesmustbeconvenientandeasytoexperienceinordert
