What does usp mean? The unique sales/service proposition is English, which was put forward by rosser reeves in 1950s. He was then the chairman of TedBates advertising company in America. Every marketing activity or advertisement must tell consumers a proposition, and consumers must understand what specific benefits they can get from buying the products in the advertisement. The proposition emphasized must be something that competitors can't do or provide. We must tell its uniqueness, which is unique in brand and rhetoric, and emphasize the uniqueness of people without themselves. The emphasized proposition must be strong, focused on one point, focusing on impressing, moving and attracting consumers to buy the corresponding products. In today's information-rich market, if there is no unique product sales proposition, we can only occupy the market by cost performance and cannot run ahead of the market team. The method of refining USP The refining method and outlet of USP is to select, shape and refine the external performance direction of the market by comparing and competing with the advantages of the company's products or services. The necessary work in the early stage of USP refining is the company's basic marketing decision and product positioning strategy. First make basic marketing decisions, and then discuss USP refining. So we need to make a product portrait and have a clear grasp of the problem. Then, the company can begin to plan a detailed marketing mix, and USP refinement is an important part of the marketing mix. USP refining is consumer-oriented, and its core is to clarify the communication point of demand positioning in product competitive positioning. Effective USP often comes from its rigorous derivation process, USP seven-step derivation process:

First of all, we need to do research and collect the information of various products, product characteristics and product information, and then determine the main responsibilities, levels, needs, problems and opportunities of the products through these information. On this basis, the USP for refining products from these angles is selected. After extracting different USP from several different angles, a specific direction is determined through evaluation and comparison. After that, this direction was carefully polished, and the final USP was determined through revision and adjustment. Refining USP can be considered from the following six aspects:

1_ swimming, limping, planting flowers, falling in love, wobbling, dad is awkward, but thin, 1. In this way, products can get more profits through high prices. Another example is "Nongfu Spring". Through the slogan "Nongfu Spring is a little sweet", it shows that the product has a healthy water source and a good taste because it is rich in mineral elements, thus establishing its obvious market advantage. 2_ Yong Gui Xin Shi Badger Mu embeds his father's wandering career, and he thinks about the picture. Nai Shibao 1 Thermal Machinery _VD can play discs, but they all have the defect of being stuck. This pain point. At this time, Thailand SokenDVD can solve the stuck problem and solve the huge pain point of consumers, so it is necessary to use this unique sales proposition to enter the market, thus forming its unique sales proposition. And through a series of funny videos, it reflects the problem of jamming. 3_ You are a beggar, you are a beggar, you are a beggar, you are lucky to drive a beggar, you are superficial: your nephew is in danger, and you are in a hurry. You can't start from the product itself if you don't know how to get pregnant. After refining this USP, its slogan "No gifts this year, just refund melatonin" swept the country. Many people may not know the efficacy of the product itself, but they remember the use occasions of the product, thus effectively distinguishing it from similar products and achieving great success in business history. 4_ postal mystery, um, stealing admiration, limping, chewing peaches, driving low, chewing shrubs, cutting from disaster, I forgive your love, I forgive your love. Therefore, the slogan of Pepsi has been called "Pepsi New Generation" since 1960s, which shows that it is a product for young people and a product for a new generation with dreams and passions, thus establishing its brand characteristics and brand. Another example is the advertisement of "Vanke Eslite", which focuses on products for ordinary people, but has its own personality, and uses a series of stars to advocate "not a big star" and "not an acting school" to promote its positioning. I am eager to come back to you, and I am eager to learn from you. (3) I am eager to learn from you, I am eager to learn from you. The highlight of Uber lies not only in the taxi itself, but also in its "social" characteristics. Through public relations, you can meet different people. The Shenzhou special car does not have this social gene, because it is its own driver, but on the other hand, it also has a unique advantage, that is, safety. Therefore, through a series of advertisements, Shenzhou Special Vehicle showed its own safety USP, gained high recognition, and effectively marketed its own quantity. 6_ Hard anti-sounding, anti-scratching, anti-interference, anti-interference, anti-interference, anti-interference, anti-interference, anti-interference, anti-interference advertising planning Through understanding the cigarette production process, finally, LuckyStrike, It 'sToasted. The slogan is "Other companies' products are toxic, and LuckyStrike is baked. "At the same time, its' toasted' means' toast/he is great' in English, which is very interesting. Another example is the classic case of 7-up in advertising history, which was once positioned as "non-cola" and quickly established its own brand positioning, which was a great success at that time. Conclusion With these USPs, advertising creativity based on USP can clearly and frequently convey this idea to consumers, thus truly influencing consumers and achieving marketing purposes.