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什么是强势定位?我们理解的定位,是品牌对于消费者心理需求空间的有效占有。而强势定位,就是在消费者有限的心理空间中占据一个重要的位置。正是由于人的心理空间的有限性,这一重要位置就意味着市场的重要份额。强势定位不等于“第一”定位,也不等于领导者战略,因为“第一”的位置,“领导者”的座次,都属于市场的稀有品种,要达到这一层次,既需要企业与品牌的实力、决心,也需要可遇不可求的市场机会,正因为这样,很多企业就会感到它们是不可企及的。而强势定位则是市场一定阶段时,品牌抢占市场有利位置的一种努力,是任何一个品牌都可以尝试的营销与广告策略。事实上,国内很多品牌正是由于对强势定位的认识不清,虽然较早进入某一领域,并在技术上有领先优势,却在机遇的把握上患得患失,以至错失占位的最好时机。
What is a strong positioning? We understand the positioning is the brand of consumer demand for psychological space effectively occupy. The strong positioning, is to occupy an important position in the limited psychological space of consumers. It is precisely because of the psychological space of people is limited, this important position means that an important part of the market. Strong positioning is not equal to “first ” positioning, is not equal to the leader strategy, because “first ” position, “leader ” seat, belong to the rare species of the market, to achieve this level , Both need the strength of enterprises and brands, determination, but also need to meet the market opportunities can not be found, because of this, many companies will feel that they are unaffordable. The strong positioning of the market is a certain stage, the brand seize a favorable position in the market an effort, any one brand can try marketing and advertising strategies. In fact, many domestic brands precisely because of the unclear understanding of the strong positioning, although earlier into a certain area, and have the lead in technology, but the opportunity to grasp the gains and losses, and even missed the best time to place.