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在经济过剩时代,许多化妆品在市场上遭遇挫折,屡战屡败,以至于杳无踪影、悄无声息,原因虽然各有不同,但经营产品不能表达出具体利益与值得购买的理由,即定位上存在问题是一个不容忽视的重要环节。如果一个产品只有技术优势而缺乏准确定位,其核心利益就不能传达到目标消费群,就很难对市场产生连锁刺激作用,由此在市场上被动挨打也就不难理解了。因此产品定位不准,本身就是一个缺陷,事关产品的市场价值问题。要确立强有力的品牌定位,需要从消费者、竞争者和品牌本身三个方面进行分析,以这些分析结果为基础,就能找出那些令人可信的、与竞争者相区别的、能吸引消费者共鸣的品牌定位。
In the era of economic surplus, many cosmetics suffered setbacks in the market, fighting repeatedly failed, so that there is no trace, quietly, although the reasons are different, but the management of products can not express the specific interests and reasons worth buying, that is positioning There is a problem that can not be ignored. If a product is only technically advantageous and lacks an accurate positioning, its core interest can not be communicated to the target consumer group, and it is very difficult to have a chain stimulating effect on the market. Therefore, passive beating in the market is not difficult to understand. Therefore, product positioning is not allowed, itself is a defect related to the market value of the product. To establish strong brand positioning requires analysis from three perspectives: consumers, competitors and the brand itself, on the basis of which results you can identify those credible and differentiated competitors Attract consumer resonance brand positioning.