超级标签：重塑用户心智的传播之道

1 做传播就是贴标签..................................................................1

1．引子....................................................................................2

2．什么是标签........................................................................3

3．标签思维为何大行其道....................................................5

2 标签传播的核心：用户的认知管理......................................9

1．标签传播的本质..............................................................10

2．标签传播的内容：信息房方法论..................................12

3．标签传播的渠道：一个体系和两个战场......................15

4．标签传播的行动..............................................................17

3 用户为王：从用户中来，到用户中去................................20

1．企业视角vs 用户视角....................................................22

2．功能视角vs 情感视角....................................................25

3．品牌维度vs 产品维度....................................................28

4．让用户帮你策划..............................................................31

5．做好内容，让用户帮你传播..........................................37

4 顾名思义：你的名字是流量入口........................................41

1．正如其名..........................................................................42

2．说说Slogan 那些事.........................................................50

3．吉祥物动物园..................................................................55

5 平起平坐：和你的偶像强连接............................................60

1．跨界的关联......................................................................61

2．神奇的字母组合..............................................................64

3．联合营销..........................................................................68

4．跨界的至高境界..............................................................71

6 冲突卡位：撕是一种生产力................................................77

1．冲突的力量......................................................................78

2．以小打大..........................................................................81

3．站在正确的制高点之上..................................................84

4．内容为王..........................................................................86

5．以彼之道还施彼身..........................................................90

7 升维进化：降维打击的秘密................................................93

1．天时：抓住未来..............................................................94

2．地利：定位带来的专注..................................................98

3．人和：思维的升维........................................................101

4．第三条曲线....................................................................106

5．“屏”的竞争故事..........................................................109

8 娱乐无敌：娱乐是最好的传播催化剂..............................115

1．娱乐就是传播的加速剂................................................116

2．段子的魔力....................................................................120

3．不妨轻松一点................................................................122

4．黑到深处自然红............................................................124

9 万物皆媒：一切皆媒体，话题皆传播..............................129

1．邀请函即媒体................................................................131

2．产品即媒体....................................................................135

3．万物皆媒体....................................................................141

10 传播即运营：产品、整合、运营....................................149

1．传播即产品....................................................................150

2．产品即平台....................................................................154

3．平台即运营....................................................................159

11 撕掉标签：五大策略大揭秘............................................167

1．扩展之矢........................................................................168

2．老树新芽........................................................................172

3．半杯水的智慧................................................................175

4．把水搅浑........................................................................179

5．更名改姓........................................................................180

6．画眉毛的故事................................................................184

12 化危为机：5S 原则与危机处理三策..............................187

1．系统（System）原则....................................................188

2．态度（Sincerity）原则.................................................190

3．速度（Speed）原则......................................................194

4．解决方案（Solution）原则..........................................196

5．两个战场（Sided）原则...............................................198

6．危机处理三策................................................................200

13 B2B 传播之秘：四项基本原则.......................................204

1．贴标签............................................................................205

2．树标杆............................................................................209

3．结同盟............................................................................216

4．B2B2C............................................................................222

14 CEO 人设：网红CEO 如何炼成...................................229

1．马云的“教师”............................................................232

2．雷军的“厚道”............................................................236

3．马斯克的“钢铁侠”....................................................239

4．周鸿祎的“斗士”........................................................243

5．接受记者采访的技巧....................................................245

6．小结................................................................................249

后记 职场如商场....................................................................253

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