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1972年,艾·里斯与杰克·特劳特共同提出了定位理论,开创了一种新的营销思维。两位伙伴在合作推出《定位》、《商战》、《营销革命》、《22条商规》等著作之后,开始在各自领域对定位理论展开研究和实践。几十年来,两位大师从各自关注的角度和领域出发,对定位理论作出了不同的贡献。自2002年起,《销售与市场》就持续不断地向读者传播定位理论。近年来,本刊通过《里斯视点》专栏独家介绍了里斯先生对定位理论的最新研究成果。为了满足读者更全面地认识定位理论及其两位大师的最新研究成果,自本期起,本刊特开设《特劳特谈定位》栏目,为读者提供近年来特劳特先生在定位方面的理论成果和实践观点。在接下来的几期中,特劳特先生将与我们分享其新作《重新定位》中的主要观点——通过重新定位来应对竞争(competition)、变化(change)和危机(crisis)。
In 1972, Ai Liesi and Jack Trout co-proposed positioning theory, creating a new marketing thinking. The two partners started to study and practice positioning theory in their respective fields after collaborating on such books as “positioning”, “business warfare,” “marketing revolution,” and “22 commercial regulations.” For decades, the two masters set out from their respective perspectives and fields and made different contributions to positioning theory. Since 2002, Sales and Marketing has been continuously disseminating positioning theory to its readers. In recent years, the magazine through the “Reese Perspective” column exclusive introduction of Mr. Reese on the positioning theory of the latest research results. In order to meet the reader’s more comprehensive understanding of the positioning theory and the latest research results of the two masters, since the beginning of this issue, the magazine has set up a section entitled “Trout’s Talking on Location” to provide readers with the information about the location of Mr Trout in recent years Theoretical achievements and practical point of view. In the next few installments, Mr. Trout will share with us the key points in his new book, “Repositioning,” to address competition, change and crisis through repositioning.