Abstract：The USP theory is the classic theory in advertising, which put forward by Rosser Reeves. It stands for Unique Selling Proposition. In the 1990’s, the Apple Store was in trouble,but it developed again by using a USP advertising strategies. This paper is on the integration of the theory of Rosser Reeves (1961) and李军波, 唐小龙, 张河清 (2001) about the USP theory and the theory framework of advertising strategies, which studies the apple store in the use of the USP theory. So as to extend, developing and breaking through the limitation to the time, this topic tends to undermine the application of the advertising strategy on the guidance of USP. Based on the analysis of advertising strategy under the guidance of the USP, this study deepens, completes and improves the recognition and application practice of USP on the theoretical and practical significance.
Key words: USP theory; advertising strategies; practice; application
中文摘要：USP理论是广告学中的经典理论，是由美国广告人罗瑟·瑞夫斯（Rosser Reeves）提出的。通俗地说就是通过广告必须为产品找到一个消费者所喜欢的独一无二的卖点。90年代，苹果公司陷入危机，而利用一次USP广告策略就让他们得以翻身。本选题综合了罗瑟·瑞夫斯（1961）和李军波、唐晓玲、张河清（2001）关于USP理论与广告策略的理论框架，通过对苹果公司在USP理论指导下的广告策略的运用，进而开展对USP 理论的延伸和再发展，突破了时间上带来的局限性的不足。本选题是围绕USP理论指导下苹果公司的广告策略的应用这一中心论点而开展的研究。本研究是以分析USP理论指导下的广告策略为突破口，深入探讨本问题，对于深化和完善USP的认识，提高实践中应用USP的水平具有理论和实践意义。
关键词： USP理论；广告策略；实践; 应用
After 1970’s, advertising communication entered into the era of supreme image and brand. In 1990’s, USP developed and emphasized brand of high whose creation originated from the mining of brand essence rather than the truth of products emphasized by Rosser Reeves. Under this condition, USP extents from concept and appears new representation adapting to new trends. Some antecedent brands perform a lot of valuable attempts, thus, it turns out the difference and unique of brand image and management idea between the enterprises and customers which focuses on the communication between the spirit and customers. As the advertisement “Think Different” of Apple store, which left the deeply impression to customers.
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