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在市场竞争中,品牌是一个至关重要的要素。品牌顾名思义,“品”强调的是品质、质量,“牌”强调的是识别形象。一个企业,在打造“品牌”的过程中,必然面临着选择定位的问题。定位就是考虑确定究竟要把自己的商品卖给谁来消费。一个社会的阶层按照收入来划分,都可以划分为富人、穷人和中产阶层三类。品牌的定位相应也有三种:盯住富人的高端市场,盯住中产阶层的大众市场,盯住穷人的低端市场。事实上,这仅仅是定位的一种方式,企业还可以从年龄维度对消费者进行细分,这并非一成不变。
In the market competition, the brand is a crucial element. As the name suggests, “product ” emphasizes the quality, quality, “brand ” emphasizes the recognition of the image. An enterprise, in creating “brand ” in the process, is bound to face the problem of choice and positioning. Positioning is to determine whether to sell their own goods to whom to spend. The social strata divided by income can be divided into three categories: the rich, the poor and the middle class. There are also three corresponding brand positioning: pegged to the rich high-end market, pegged to the mass market in the middle class, pegged to the poor low-end market. In fact, this is just a way of locating, and businesses can also segment consumers from the age dimension, which is not static.