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一、类型化策略的定位论内涵定位一词,在广播电视领域使用的频率越来越高,在谈及主持人的塑造策略时,更是言必称定位。定位的概念最早还是来自于营销领域,定位论产生于70年代的美国,由A·里斯和J·屈特最早提出,并在1979年,两人合作出版了专著《定位:攻心之战》,这标志着定位论发展成较为完善的理论,“定位”也很快成为营销战略的理论框架中的一个核心概念,其意义甚至超出了营销的专业范畴,被誉为“普遍的、广义的成功之道。”
First, the type of positioning strategy Positioning connotation of the word positioning in the field of radio and television use more and more high, talk about the host shaping strategy, it is sure to call the positioning. The concept of positioning first came from the field of marketing. The theory of positioning originated in the United States in the 1970s and was first proposed by A. Reese and J. Quatre. In 1979, the two co-authored the monograph “Positioning: Battle of Minds” This marks the development of positioning theory into a more complete theory, “positioning ” also soon became a core concept in the marketing strategy of the theoretical framework, its meaning even beyond the marketing of professional areas, known as “universal, Broad sense of success. ”