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品牌定位 Vs 产品定位综观各种产品的品牌定位,主要有以下几个方向:技术、服务、理念、个性。结合中国市场的特点,明确的高端技术定位容易受到价格、产品、品牌等多方面的影响,并可能在传播过程中人为造成目标群体数量缩减,不利于产品销售。因此更适合采用模糊化品牌定位方法,如:理念、服务等。诺基亚的“科技以人为本”就是典型代表。但是该定位方式对企业系统依赖性很强,需要产品的不断支持,否则领导形象就会削弱。市场细分产品定位是许多跨国公司以及销量形成规模、产品线齐全的
Brand positioning Vs product positioning Looking at a variety of product brand positioning, mainly in the following directions: technology, services, ideas, personality. Combined with the characteristics of the Chinese market, a clear high-end technology positioning vulnerable to price, product, brand and many other aspects, and may be in the process of dissemination caused the number of target groups reduced, is not conducive to product sales. Therefore, more suitable for fuzzy brand positioning methods, such as: philosophy, services and so on. Nokia's “people-oriented technology” is a typical representative. However, this positioning method is highly dependent on the enterprise system and requires the continuous support of the product, otherwise the leadership image will be weakened. Market segmentation Product positioning is the number of multinational companies and the formation of sales scale, complete product line