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1969年,里思和屈特提出了影响整个营销界的定位论。定位论强调:随着竞争激化,同质化、相似化日益严重,品牌需要创造心理差异、个性差异。而定位的目的即是创造差异性。1984年,为了适应竞争和变化的策略,屈特在延续定位的差异性这一基本要求上,提出了再定位的概念。再定位就是重新定位,意即打破事物在消费者心目中所保持的原有位置和结构,使事物按照新的观念在消费者心目中重新排位,调理关系,以创造一个有利于自己的新的秩序。
In 1969, Reith and Quot put forward a theory of positioning that affected the entire marketing community. Positioning theory emphasizes: With the intensification of competition, homogeneity, similarity is getting worse, the brand needs to create psychological differences, personality differences. The purpose of positioning is to create differences. In 1984, in order to adapt to the strategy of competition and change, Quter proposed the concept of repositioning on the basic requirement of continuing the difference of orientation. Re-positioning is the re-positioning, which means breaking the original position and structure of things in the minds of consumers, so that things in accordance with the new ideas in the minds of consumers re-ranking, conditioning the relationship in order to create a new in their favor Order.