定位(PoSITIONING)理念自里斯和特劳特在上世纪70年代提出以来,已得到世界性的认同,亦为不少企业及品牌创造了强有力竞争优势。但是,由于定位目前还主要停留于一种思考的方式和零散的战术性参考案例阶段,因此对于大部分企业而言,定位还是一个宽泛的思考方向,在选择具体的定位方向上还是有大海捞针的性质,所以往往还是难于实现有效的品牌定 The concept of positioning (Positioning) has been recognized worldwide since Rees and Trout came up in the 1970s, and has also created strong competitive advantages for many companies and brands. However, because positioning is still mainly focused on a way of thinking and scattered tactical reference case phases, for most companies, positioning is still a broad direction of thinking. There is still a needle in the haystack in selecting a specific orientation. Nature, it is often difficult to achieve effective branding