消费者归因理论解析王老吉的USP  

On Wang Laoji's USP with Attribution Theory

作　　者：蔡立媛[1] 黄小琴[2] 

机构地区：[1]江西师范大学传播学院,南昌330000 [2]江西科技师范学院,南昌330022

出　　处：《新闻界》2010年第3期155-156,共2页Journalism and Mass Communication

摘　　要：归因,是指人们对他人或自己行为原因的推理过程。消费者归因是企业帮助消费者从有利于消费者、产品、企业、品牌的角度思考信息、解释信息的过程。"怕上火,喝王老吉"是王老吉的USP(独特的销售主张),王老吉的成功从很大程度上取决于企业的消费者归因。Attribution refers to the reasoning process in which people aims to find out the reasons for their or others＇ behaviors.The attribution of consumers is the process in which the enterprises help the consumer think of and explain the information concerned from the perspectives such as the consumer,the product,the enterprise,the brand;＂Fearing getting unfit,just drinking Wang Laoji＂is the company of Wang Laoji＇s USP （unique sales proposition）,whose success is decided to a great extent in consumers＇attribution of the enterprises.

关 键 词：归因 消费者归因 防御性归因 USP 

分 类 号：G206[文化科学—传播学]