广告之深层定位——市场定位与文化定位在广告业内,“市场定位”(主要指企业为其产科品即品牌确定市场定位,即塑造特定品牌在目标市场及目标顾客心目中的形象,使产品具有一定特色,适合一定顾客需要和偏好,并与竞争者的产品有所区别)观念曾在长时期内左右着广告的实践活动,它是在西方市场学理论基础上发展起来的,是在资本主义市场体系不断完善的过程中形成的,直到现在仍然有它积极的指导意义。从广告传播的终极目的来看,它与文化定位并不相悖。但是, Advertising in-depth positioning - Market positioning and cultural positioning In the advertising industry, “market positioning” (mainly refers to the company for its obstetric products that the brand positioning of the market, that is, shaping a particular brand in the target market and target customers in mind the image of the product Has certain characteristics, suitable for certain customer needs and preferences, and different from the competitors’ products) concept has a long period of time around the practical activities of advertising, it is based on the Western market theory developed on the basis of capital The continuous improvement of the market system has taken shape. Until now, it still has its positive guiding significance. From the ultimate purpose of advertising, it does not run counter to cultural orientation. but,