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编者按:今天,产品定位、市场定位、品牌定位等字眼充斥于营销会议和市场企划书,几乎每个企业在规划自己的营销和战略时都离不开“定位”。1972年,艾·里斯与杰克·特劳特提出了定位理论,开创了一种新的营销思维和理念,被评为“有史以来对美国营销影响最大的观念”。1991年,中文版《定位》出版,定位理论传入中国。经过二十年的理论移植与实践,定位思想正在中国开花结果:定位、营销战、聚焦、品类等思想深入了更多营销人的心智,也出现了长城汽车、真功夫、王老吉等实践定位理论的经典案例。然而,在企业的认知和实践中,对定位仍存在大量的误读和误用。
Editor’s Note: Today, product positioning, market positioning, brand positioning and other words flood the marketing conference and marketing plan, almost every business planning and marketing their own strategy and can not do without “positioning ”. In 1972, Ai Liesi and Jack Trout put forward the theory of positioning, creating a new marketing thinking and philosophy, was named “the history of the United States has the greatest impact on marketing ideas ”. In 1991, the Chinese version of “Positioning” was published and the theory of positioning was introduced into China. After two decades of theoretical transplant and practice, the idea of positioning is beginning to blossom in China. The ideas of positioning, marketing warfare, focusing, and category have deepened the minds of more marketing people. Practical positioning theories like Great Wall Motor, Real Kung Fu, and Wong Lo Kat have also emerged Classic case. However, there are still a lot of misunderstandings and misuses in the cognition and practice of enterprises.