传统定位理论所发现的消费者认知规律是对的,但对消费者认知进行管理的方法,已经跟不上时代的变化了。我是一个受传统广告思维训练的人。2012年10月,我曾解析过一次定位理论,当时已经察觉到了这套理论不适应时代变化了。此后,我一直在观察定位理论,试图解答它在哪里出问题了。市场营销学的起点是消费者洞察。背后的逻辑就是,产品越来越多且绝大部分同质,只有让消费者感觉到差异,才有可能赢得竞争。定位理论的特点是不需要改变产品,而是通过对消费者认知的管 The consumer cognition law discovered by traditional positioning theory is right, but the method of managing consumer cognition can not keep up with the changes of the times. I am a person traditionally trained in advertising thinking. In October 2012, I analyzed a theory of positioning, and it was noticed that this theory was not adapted to the changing times. Since then, I have been observing the positioning theory, trying to answer where it went wrong. The starting point of marketing is consumer insight. The logic behind this is that as more and more products become available and most of them homogenous, it is possible to win the competition only if consumers feel the difference. Positioning theory is characterized by no need to change the product, but through the consumer awareness of the tube