《从无到有创建品牌》(PPT61)

32pt Smallest 28pt,28pt Smallest 28pt,28pt Smallest 28pt,28pt Smallest 28pt,Heading 48pt,“ Building A Brand From Scratch从无到有创建品牌,A BrandIs ,品,品牌,是,是.,A uniquecombinationofthree attributes,三种属性,的,的独特组,合,合,A Brand Is ,品,品牌是.,product benefit,产品的好处,what makes the consumer,like,the product,什么令消费者,喜欢,该产品,brandpersonality/image,品牌个性/形,象,象,what makes the consumer,trust,the product,什么令消费者,信任,该产品,consumer needs/beliefs,消费者需求/,信,信念,what makes the consumer,value,the product,什么令消费者,高度评价,该产品,If wecan understand the,“,“connection,”,” between these three attributes, then wecan turn a productintoa brand,如果我们了解,这,这三种属性之,间,间的“联系”,，,，就能将一个,产,产品转为一个,品,品牌。,Thisgivesus a,“,“framework” for,understanding what our brand,is, or,couldbe,这给我们提,供,供了一个“,架,架构”去了,解,解我们的,品牌是什么,、,、或者会是,什,什么,AnExample:Nike,例,例,子,子,：,：,耐,耐,克,克,Launchedin1974,1974,年,年投,放,放市,场,场,SportsshoespecialistwithworldwidesalesofUS$877mby1986,成为,运,运动,鞋,鞋专,家,家，1986,年,年全,球,球销,售,售收,入,入为,八,八亿,七,七千,七,七百,万,万美,元,元,Newadvertisingcampaign,“,“JustDoIt,”,”tooksports,imagery,massmarket,题为,“,“JustDoIt,”,”,的,的,新,新广,告,告以,运,运动,形象,打入,大,大众,市,市场,passion,drama,moraluplift,热情、戏剧性、,品,品行升华,made itfashionable,使之成为时髦,made sports shoes a fashionitem,使运动鞋成为时,髦,髦货,Worldwide sales of US$9,200min 1997,97年全球销售,额,额 92 亿美,元,元,The Connection,关,关系Triangle,三,三角,形,形图,ProductBenefit 产品的,好,好处,Why I,like,the product 我为,何,何,喜欢,该产品,Consumer Needs/,Beliefs,消费者需求/信,念,念,Why I,value,the,product,我为何,高度评价,该产品,Brand Personality,Why I,trust,the,product,品牌个性,我为何,信任,该产品,Nike Connection 耐,克,克 Triangle,关,关系三角形图,OptimumPerformance,品牌力的表现,The end,always,justifies the,means,结果总能验证方,法,法,Empowerment,&,Irreverence,授权与不逊,One Mistake :Nike耐克,的,的一个错误,Launched casual shoesin 1994,在1994年推,出,出休闲鞋,Disastrous sales, anddamageto Nike image.,What has casual shoesgot tobe with Nikebrand,Range withdrawn,销售额损失惨重,，,，令耐克形象受,损,损。,休闲鞋和耐克品,牌,牌又有什么联系,呢,呢,撤回该系列,“ It isnot enough just to know theconsumer. Youalso have toknow,your brand”,“仅了解消费者,是,是不够的，还要,了解你的品牌”,(Phil Knight,Nike founder),(Phil Knight,耐,耐克创立者),Why ?,为什么？,Revisiting thecommodity consumer,再访消费者,LessonsFrom Nike,从耐克吸取的教,训,训,Delivera,superior product, as defined by the consumer,消费者认为你所,提,提供的是,出众的产品,not,something anyone can do,而不是任何品,牌,牌都可以做到,的,的产品,At an,acceptable premium,付出可接受的,额,额外费用,Own acornerof the,consumer psyche,在消费者的,灵魂深处,拥有一席之位,the desire in allof usto bea winner,每一个人都有,想,想成为“胜者,”,”的欲望,Reorientateall elementsof the marketingmix tosupport thebrand,重新定向各种,行,行销手段来支,持,持该品牌,eg : Just Do It,如：“Just Do It”,extreme effort ofcompetition,竞争的极度努,力,力,fun, irreverent attitudeto life,趣味，对生活,不,不逊的态度,Left Bank CafPresident Enterprise,左岸咖啡馆,统,统一企业集团,Case Study,例,例子分析,Background,背,背景,Why was theLeft Bank Caf brand born?,为什么会诞生,左,左岸咖啡馆这,个,个品牌？,President Enterprises dairy products werebeingsoldunderthe “President” brand name, and fora longtimehad been unable torisebeyondsecond or third placedbrandin themarket.,统一企业的乳,类,类食品都是以,“,“统一”牌子,出,出售，在市场,上,上长期以来无,法,法突破二、三,线,线商品的形象,。,。,Background (Contd) 背景,ThereasonwasthatPresidentwasalsomarketingagreatvarietyofotherproductsunderthecorporatebrandname,includingnotonlyfoodanddrinkproducts,butalsoinsuranceandevenamusementparks.,原,因,因,是,是,“,“,统,统,一,一,”,”,也,也,有,有,大,大,量,量,其,其,他,他,商,商,品,品,以,以,企,企,业,业,的,的,名,名,字,字,为,为,牌,牌,子,子,，,，,不,不,仅,仅,包,包,括,括,饮,饮,食,食,，,，,还,还,有,有,保,保,险,险,甚,甚,至,至,娱,娱,乐,乐,场,场,。,。,Background(Cont,d),背,背,景,景,Thisledtoconfusionofthebrandassets,whichcausedalong-termproblemforPresident,sdairyproducts,sincetheyneededtoconveyaclearimageof,“,“freshness,”,”and,“,“expertise.,”,”,这,导,导,致,致,牌,牌,子,子,混,混,淆,淆,，,，,给,给,“,统,统,一,一,”,”,的,的,乳,乳,类,类,食,食,品,品,造,造,成,成,了,了,长,长,期,期,问,问,题,题,，,，,它,它,们,们,需,需,要,要,一,一,个,个,“,“,新,新,鲜,鲜,”,”,和,和,“,“,专,专,业,业,”,”,的,的,清,清,晰,晰,形,形,象,象,。,。,Background(Contd) 背景,To solve the problem,President wished tocreatea new brand for its dairy products,capitalizingon thecompetitive edge of its superior refrigeration facilities and distribution system.In Taiwan, anybeverage that comesin a Tetra Pak - beit a high-costcoffeeor a low-costsoy milk - isalwayssold for either NT$10 or NT$15. And any beveragethat comes ina canis always soldfor NT$20.,为此“统一”希,望,望为它的乳类食,品,品建立一个新牌,子,子，利用其在台,湾,湾具竞争力的冷,冻,冻设施及分配系,统,统。在台湾，以Tetra Pak包装的饮料- 不论是高,价,价的咖啡还是低,价,价的豆奶 -,价,价钱总是10或15元新台币。,罐,罐头包装饮料则,卖,卖 20元。,Background (Contd),背,背景,With the strong competitionin themarketand theever-increasing costof rawmaterials, wethought it would begreat if we could sell the same kinds of beverages, in packagesof thesame volume,for a price ofNT$25。,市场竞争激烈，,原,原材料成本不断,上,上升，如果能将,相,相同类别、相同,容,容量的饮料卖到25元，那该多,好,好！,Package,包,包装,The brand story starts witha plastic cup.,品牌的故事从一,个,个塑料杯开始。,We developed awhiteplasticcup. This cuplooksjust like an ordinaryMcDonalds take-awaycoffeecup,but is made of plasticratherthan paper.,我们开发了一个,白,白色塑料杯，它,看,看起来就象一般,麦,麦当劳外卖咖啡,的,的杯子，差别是,快,快餐店用的是纸,杯,杯。,Place,产,产品放置,This cup doesnot have a vacuum seal, andthe contents can onlybe kept for ashortperiod,and then onlyif thecup isstoredat a temperature of5,C.,这个没有真空密,闭,闭的杯子只有在5C冷藏柜,才,才能让内容物保,存,存一段短暂的时,间,间。,Place(Contd) 产品放置,Nevertheless,we realized that thisshortcoming actuallypresented anopportunity. Becausethe storage period isso short, consumerswill believe that thecontents of the cupare fresh. Andif a drink isfresh,thereis a good reason forit to be a little more expensive than a drink which is not.,但是我们把这看,成,成一个机会。保,存,存期短使消费者,相,相信物料新鲜。,而,而一杯新鲜的饮,品自然比其它要,贵,贵些。,Price,价,价格,All thestrategic thinking was concentrated on one majorobjective: how can we makeconsumers accept theunreasonably high price of NT$25 per cup?,所有策略思考都,集,集中在一个主要,目,目的：如何让消,费,费者接受25元,一,一杯的高价？,We asked ourselves aseriesof questions to helpus ensure we could create ahigh-class brand.,我们自问一,连,连串相关问,题,题，以确保,能,能创造出一,个,个高级的品,牌,牌。,Product 产,品,品,Whatkindof productshould weputintothe cup, to best,helpus sell itforthe highest price?,在这杯子放,进,进什么商品,才,才能卖到最,高,高价呢？,We considered wine,fruitjuice andmilk, but,finally decidedon coffee,- less likely to deteriorate,- high qualityperception,- milk contentled to favourable tax rate,我们考虑过,葡,葡萄汁、果,汁,汁、牛奶，,最,最后选咖,啡，因为咖,啡,啡不那么容,易,易变质、被,认,认为是高,质饮品，并,因,因牛奶成分,而,而得到优惠,税,税率。,BrandConcept 品,牌,牌概念,We then asked ourselves -where canwe say this coffeecomesfrom, inorderto createa high-class impression?,什么地方运,来,来寄售的咖,啡,啡最有高级,感,感？,We held eight focusdiscussiongroups tointerrogate 4concepts,我们组织了,八,八个讨论小,组,组，想出四,个,个高级场所,作,作为尝试的,概,概念。,An airlinekitchen ?,Coffee from anairline kitchen, asspeciallypreparedforfirst-class passengers,空中厨房?,来自空中厨,房,房专门为头,等,等舱准备的,咖,咖啡,BrandConcept (Contd)品牌,概,概念,BrandConcept (Contd)品牌,概,概念,A high-class Japanese style coffeeshop?,Coffee from a refined andelegantJapanesespecialtycoffee shop,日式高级咖,啡,啡馆 ?,来自优雅、,精,精致的日式,咖,咖啡馆的咖,啡,啡,BrandConcept (Contd)品牌,概,概念,A left bank caf,Coffee fromParis -froma cafon the left,bankoftheSeine -a placefullofatmosphere, ahaunt of poetsandphilosophers,左岸咖啡,馆,馆,这咖啡来,自,自巴黎塞,纳,纳河左岸,一,一家充满,人,人文气,氛,氛的咖啡,馆,馆，一个,诗,诗人、哲,学,学家喜,欢,欢去的地,方,方。,10,DowningStreet,Coffee fromthekitchenof the British,prime ministersresidence,a place,where coffeeispreparedforVIP,visitorsevery day.,唐宁街10号,这咖啡来,自,自英国首,相,相官邸厨,房,房，平日,在这里准,备,备招待贵,宾,宾的咖啡,。,。,Brand Concept (Contd)品,牌,牌概念,Brand Concept (Contd)品,牌,牌概念,It became apparent thatmostpeoplefeltthat the coffeefrom aleftbank caf seemed tohave the highest value,andwould make thempaythehighestprice.,明显地人,们,们觉得来,自,自左岸咖,啡,啡馆的咖,啡,啡价值最,高,高，他们,愿,愿为此付,最,最高的价,钱,钱。,Target Group,目,目标消,费,费群,Whowould bethemost willing topayNT$25tobuya coffeethat wouldonlycost NT$15ina TetraPak?,用Tetra Pak包装,的,的咖啡只,卖,卖15元,，,，,谁会最愿,意,意付25,元,元买一杯,咖,咖啡？,Target Group(Contd),目标消费,群,群,Anynewbeverageproductmust achieve agoodturnover withinthree months, or itwill bedelisted. Who wouldbemorethan merelycurious(sincecuriosity alonewould not beenoughto overcomethehigh-price barrier),andbuyinto the idea of the brand?,新饮品在,推,推出三个,月,月内如果,达,达不到高,营,营业额就,会,会被撤走,。,。那些人,会,会出于品,牌,牌的创意,而,而购买这,个,个新牌子(仅有好,奇,奇心并不,能,能克服高,价,价的门槛)?,TargetGroup(Cont,d),目标,消,消费,群,群,Youngwomenaged17to22arecharacterizedasbeinghonestandsentimental,fullofhopesanddreams,fondofartandliterature,butnotparticularlysophisticated,sincetheystilldonothavemuchexperienceoflife.,我们,选,选择17,到,到22,岁,岁的,年,年轻,女,女士,，,，她,们,们有,诚,诚实,、,、多,愁,愁善,感,感，,喜,喜爱,文,文学,艺,艺术,，,，但,生,生活,经,经验,不,不多,，,，不,太,太成,熟,熟。,TargetGroup(Cont,d),目,目标,消,消费,群,群,Theylovedtheideabehindthebrand,andwereparticularlymotivatedbythe,LeftBankcaf,concept.,她们,喜,喜欢,品,品牌,背,背后,的,的意,念,念，,尤,尤其,是,是“,左,左岸,咖,咖啡,馆,馆”,的,的概,念,念。,ConsumerInsight,洞,洞,察,察消,费,费者,Theylookformuchmorefromaproductthanmereproductquality.Theylookforemotionalreward,somethingthatmakesthemfeelbettersomethingthatmakesthemfeelmoresophisticatedthantheyreallyare.Theylookforbrandsthatunderstandandaddresstheir,inner,needs.,她们,寻,寻求,产,产品,质,质量,以,以外,更,更多,的,的东,西,西，,寻,寻求,情,情感,回,回报,、,、使,她,她们,感,感觉,更,更好,、,、觉,得,得自,己,己更,成,成熟,的,的东,西,西，,寻,寻求,了,了解,、,、表,达,达她,们,们内,在,在需,求,求的,品,品牌,。,。,TheLeftBankCaf,concepttogetherwiththearomatic,adult,flavourofcoffee,fosteredasenseofspiritualrenewalinthem.,左,岸,岸,咖,咖,啡,啡,馆,馆,，,，,带,带,着,着,咖,咖,啡,啡,芬,芬,芳,芳,、,、,成,成,人,人,品,品,味,味,，,，,在,在,她,她,们,们,精,精,神,神,上,上,形,形,成,成,一,一,种,种,新,新,的,的,感,感,觉,觉,。,。,Tone &Manner 气,氛,氛及风,格,格,Accordingtostatisticsfrom bookstores, themost popularauthor amongyoungwomenofthisagegroupisMurakamiHaruki.Sheisthe foremost representative of anew style of Japanese writing, which is hip,absurd,postmodern,andalways coollydeadpan.Whats uniqueaboutMurakamis storiesisthatthey expertly managetoconjure up thefeeling of citydwellers.,她们最,欣,欣赏的,作,作家是,村,村上春,树,树。她,的,的作品,忧郁、,超,超现实,、,、冷峻,，,，能唤,起,起城市,人,人的感,觉。,Tone& Manner 气,氛,氛及风格,Though thevisual part oftheLeftBankCafadvertising should have averyFrench style,the copy shouldhavea very Japanese literarystyle.,虽然左岸咖啡馆,的,的广告视觉应该,非,非常法国化，但,其,其文本应是很有,日,日本文学的风格,。,。,Correction Triangle :Left Bank Cafe,Spiritual Satisfaction,精神上的满足,Solitude,is not,loneliness,独处不是寂寞,Artistic,Atmospheric,Contemplative,艺术气氛、沉思,Creative Brief,创,创意简报,Duringthe process ofbriefing thecreative people, we told them, “Let,s forget thatwe aremakingadvertisements for packageddrinks. Letspretend thatour client isactually a caf, - that we are making advertisements fora French caf!,”,”,“让我们忘记自,己,己是在为包装饮,料,料做广告，,假想是在为一家,远,远在法国的咖啡,馆,馆做广告！”,We collected alot ofreference information fromFrance, including picturesand even menus of French cafs.,我们从法国收集,来,来许多咖啡馆的,资,资料，包括图片,甚,甚至菜单。,The Left BankCaf Sells More ThanJust Coffee,不仅是卖咖啡,If ourbrand was to be a caf, thentherewas noreasonfor itto be limitedto onlyselling coffee. Thebrand could be,extended to include all theitems on a caf, menu.,如果我们的品牌,是,是咖啡馆，那么,它,它不应仅卖咖,啡。它可以延伸,到,到咖啡馆餐单上,的,的所有东西。,The Left BankCaf Sells More ThanJust Coffee,不仅是卖咖啡,So nowwhen you lookin therefrigeratorsat 7- Eleven,you will alsofind,Th aulait,as wellas Blancmangeand other French-style desserts, all under the Left Bank Cafumbrella brand.,所以，现在你从7-11 便,利,利店的冷藏柜里,，,，还能找到左岸,咖,咖啡馆牌子的奶,茶,茶、牛奶冻和其,它,它法式甜品。,The Left BankCaf Sells More ThanJust Coffee (Contd),不仅是卖咖啡,We arecurrently evaluatingthe possibilities forFrench-stylecakes,and inthe future wehope tohave specialrefrigeratorsin stores, exclusively for Left Bank Cafproducts.,我们现在考虑法,式,式蛋糕的可能性,，,，希望将来在商,店,店里有左岸咖啡,馆,馆产品专用冷藏,柜,柜。,The Role of Advertising广告的角,色,色,The advertising encourages consumers to build a picturein their mindsof their favorite French caf - anidealcaf, acaf with a long history and a strong cultural,artistic atmosphere.,广告要促使消费,者,者在脑海里建造,一,一个自己最喜爱,的,的法国咖啡馆- 一个理想,的,的咖啡馆，一个,历,历史悠久、文化,艺,艺术气氛浓厚的,咖,咖啡馆。,The Relationship Withthe Brand品牌写真,Left Bank Cafwill have thepowerto stimulate areal and strong response in,the imagination of consumers.,左岸咖啡馆有能,力,力刺激消费者在,他,他们的想象,里产生一种真实,、,、强烈的反应。,The Relationship Withthe Brand,品,品牌写真,Left Bank Cafwill have a relationship with theconsumer likethat ofa favorite book, such as atravelmemoir,or a small volume ofpoetry, whichis always kept on anearbybookshelf, sothat itcan betakendown tobe enjoyed inpeaceful moments alone. Inthe same way,Left Bank Caf, is always ready tobring you refreshmentwhenever youneed it.,左岸咖啡馆和消,费,费者的关系就象,一,一本喜爱的书，,一,一册旅游摘记，,放,放在整洁的书架,上,上一篇短短的诗,，,，在你想享受一,片,片独处空间时，,它,它随手可得，带,你,你到想去的地方,。,。,The Relationship WithThe Brand (Contd)品牌,写,写真 (续),The insight is:,You arehere in Taiwan. Sometimesyou think about goingto Europe fora romantic vacation,but inthis busy andpractical world, allyou can do istake amentaltrip to Europe - bygoing window shoppingat a European- style furniture store ordiningin a French restaurant.,好比你,身,身在台,湾,湾，偶,尔,尔想到,欧,欧洲度,个,个浪漫,之,之旅，,但,但在这,忙,忙碌现,实,实的世,界,界，你,只,只能逛,逛,逛欧式,家,家具店,，,，到法,国,国餐厅,用,用餐，,度,度一个,想,想象之,旅,旅。,TheRelationship WithThe Brand (Contd)品牌,写,写真(续),Left BankCafmakesthemental tripeasier -simply satisfyingyourspiritualdesires,any time, anyplace,and privately.,而左岸,咖,咖啡馆,使,使这想,象,象之旅,更,更轻松-,简,简单,地,地满足,你,你随时,可,可能冒,出,出的一,点,点精神,欲,欲望，,孤,孤独享,受,受。,BuildingtheFrench Caf(Cont,d),品,品牌,塑,塑造,TheTVC is based on thegirlsnotesand jottings about hertravels.,Theprintads area seriesofshortstories about thingsthat havehappenedinthe caf.,Theradioads arelike poeticvignettesfromthecaf,and werebroadcast lateatnight.,电视广,告,告是一,个,个女孩,的,的旅行,摘,摘记。,平,平面广,告,告是一,系,系列发,生,生在咖,啡,啡馆的,短,短篇故,事,事。电,台,台则在,深,深夜播,放,放着诗,般,般的咖,啡,啡馆故,事,事。,BuildingtheFrench Caf(Cont,d),品,品牌塑,造,造,Inordertomake peoplebelieve in theexistenceofthe caf, there wasalso aseries of supportingevents,intendedtomake thefantasy becomea reality.,为使消,费,费者相,信,信咖啡,馆,馆的存,在,在，计,划,划了一,连,连串节,目,目让幻,想,想变成,现,现实。,DuringanexhibitionofphotographsofFrench cafs at Taiwans mostdeluxe,bookstore, an open-air “Left BankCaf”was setupoutside.,A 15-minuteprogram entitled “Left BankCafTour,”introducing20cafsonthe leftbankoftheSeine, wasproducedforcableTV.,在法国,咖,咖啡馆,摄,摄影展,期,期间，,台,台湾最,豪,豪华的,书,书店外,布,布置着,左,左岸咖,啡,啡馆。,还,还制作,了,了15,分,分钟题,为,为,“左岸咖啡馆,之,之旅”的有线,电,电视节目，介,绍,绍塞纳河左岸20家咖啡馆,。,。,Building theFrench Caf(Cont,d),品,品牌塑造,Aroundthe time ofthe Frenchnational day, theLeft Bank Caf brand wasone of thesponsors ofa celebration dinner anda French film festivalorganized bythe FrenchInstitute inTaiwan. Thesponsors includedactual French brands such asRenault,Peugeot, Chanel,Christian Dior, anumber of different wine-makers, and onebrandyou would never find inFranceitself - Left Bank Caf!,法国国庆期间,，,，左岸咖啡馆,是,是庆宴和法国,电,电影节赞助商,之,之一。雷诺、,标,标致、香奈尔,、,、Christian Dior等法国,品,品牌也在赞助,商,商之列。,Building theFrench Caf(Cont,d),品,品牌塑造,The Brand,品,品牌,Is there really aSantaClaus?,According tothe resultsof last weeks Left Bank Caf Brand Audit, the TV commercial gives people an enjoyablefeeling of solitude. When people drink Left Bank Cafproducts, they feel they arerewarding themselves. Eighty percentof the people interviewed believe that the “Left BankCaf”really exists inFrance, andthat it willsoonopen abranch in Taiwan.One consumer said: “Does theLeft Bank Caf really exist? Iprefer to believein aworldwhereit does.”,左岸咖啡的电,视,视广告令人有,一,一种愉快的孤,独,独感，人们觉,得,得左岸咖啡是,享,享受。八成被,访,访者相信有左,岸,岸咖啡馆，其,中,中一位消费者,说,说“宁愿相信,有,有”。,The Brand (Contd),品,品牌,Left Bank Caf made US$4 million in,the first year, and thebrandcontinues to,grow stronger.,左岸咖啡头一,年,年卖了四百万,美,美元，品牌继,续,续,得到巩固。,1998,vs 1997 sales overfirstsix monthsis,+15%,1998,年上半年营业,额,额比1997,年,年同期增加15%,BetterQuestions 基,本,本思考,What factorsmakepeoplethinkof a,beverage asgood?,What beverages aremostworthselling on consignment?,What is themost high-class place for consignment goods to come from?,What are themostexpensive drinks here?,饮料在什么情,况,况下会被认为,好,好？寄售什么,饮料最值钱？,从,从哪里来的寄,卖,卖品最高级？,在这里什么饮,料,料最贵？,The Processof Changingthe Price From NT$15 toNT$25,从,从15元变,成,成25元的过,程,程,Special,houseblend,Frenchliterary Caf,Coffee,Fresh/sold on consignment,24 + 1,22 + 2,19 + 3,15 + 4,NT$15,NT$25,招牌咖啡,法国文学咖啡,馆,馆,咖啡,寄售,Five Tips ToBuildA Brand From Scratch从无到有建立,品,品牌五个秘诀,1.Ensure your brand performs,保证您的品牌,是,是,- highquality product,- 质量好的,产,产品,- a role inpeople,s lives,- 在人们的,生,生活中扮演一,定,定的角色,2.Define your categoryprecisely,精确地定义你,的,的产品类别,Five Tips ToBuildA Brand From Scratch 从,无,无到有建立品,牌,牌五个秘诀,3.Think beyond priceto what creates value inpeoples minds,超越价格因素去,想,想什么能在人们,心,心目中产生,“价值”,4.Connect product benefit with brand personality/imagewith consumerneeds/beliefs,将产品的好处与,品,品牌个性/形象,、,、消费者的需求/信念联系起来,。,。,5.Expand yourbrandproposition beyond advertising.,把您的品牌主题,超,超越广告,演讲完毕，谢谢,观,观看！,