自从营销专家A·里斯和J·屈特首次提出定位概念以来,定位观念便在人们的长期实践中不断成熟和完善,逐渐发展成为独树一帜的营销理论。定位理论的出现是市场营销史上具有划时代意义的重大进步,它使营销理论从此迈入一个定位至上时代,有了它,新一代的营销理论如整合行销传播才有存在和发展的可能。在这一定位营销时代,企业 Since marketing experts A. Reis and J. Quatter first proposed the concept of positioning, the concept of positioning has matured and perfected in people’s long-term practice and gradually developed into a unique marketing theory. The emergence of positioning theory is an epoch-making significant progress in the history of marketing. It has made marketing theory enter an era of positioning first. With it, a new generation of marketing theories such as integrated marketing communication can exist and develop. In this era of positioning marketing, business