“定位”是营销学中的术语,指在产品的营销过程中,通过突出品牌符合消费者心理需求的特点,使其在潜在顾客心中建立相应的位置,从而在销售讯息过度密集的环境下占有优势的一种营销手段。随着媒介市场的竞争愈演愈烈,中国报业也逐步引入和接纳了“定位”的观念,一批个性鲜明的报刊脱颖而出,取得了社会效益和经济效益的双丰收,但与此同时,仍存在大量报刊,虽然也尝试着给自己的产品定位,却始终不见起色。究竟该如何理解“定位”,使之更好的应用到报业经营中呢?在此我提出一些观点,供大家参考。 “Positioning” is a term in marketing, which refers to the process of product marketing, by highlighting the characteristics of the brand to meet the psychological needs of consumers, so that it can establish a corresponding position in the minds of potential customers, and thus occupy the environment in the over-sales of information Advantage of a marketing tool. As the competition in the media market intensified, China’s newspaper industry gradually introduced and accepted the concept of “positioning”. A number of distinctive newspapers and periodicals came to the fore and achieved a double harvest of social and economic benefits. However, at the same time, Newspapers, though still trying to position their products, have never seen improvement. How to understand “positioning” so that it can be better applied to the newspaper business? Here I put forward some ideas for your reference.