定位理论是美国两位资深广告专家 Ries 和 Trout 于六十年代末期提出的,后经这二位专家十余年的验证和补充而日臻成熟,现已成为国际广告界的一个不容忽视的理论体系。可惜的是,从各种媒体发布的大量广告看,中国广告界和企业界对此理论尚未有足够的重视。 The positioning theory was proposed by two senior US advertising experts Ries and Trout in the late 1960s. After more than 10 years of verification and supplementation by these two experts, it has become increasingly mature. Now it has become a theoretical system that cannot be ignored in the international advertising industry. . It is a pity that from the large amount of advertisements published by various media, the Chinese advertising industry and the business community have not paid enough attention to this theory.