真正的定位应该是由外向内的,即从消费者心中寻找一个概念,再据此对企业进行定位。用迈克·波特的话来说,定位就是根据人心来建立一个轴心,其他都是外围的东西,围绕着这个轴心,将其贯穿于方方面面、各个环节。从1969年定位理论问世以来,经过45年的发展,该理论如今已经形成一套学科。严格意义上来说,定位已经成为营销学和心理学的结合。它的应用范围也在不断地拓展,从非营利组织到一些政府部门,都将定位理论纳入到自己的战略当中。随着定位理论的应用范围的扩大和理论的深化以及影响力的扩大,越来越多的 The real positioning should be from the outside to the inside, that is, from the consumer’s mind to find a concept, and then locate the business. In Mike Porter’s words, positioning is based on the people to build a shaft, the other things are peripheral, around this axis, it will run through all aspects, all aspects. Since the advent of positioning theory in 1969, after 45 years of development, the theory has now formed a discipline. Strictly speaking, positioning has become a combination of marketing and psychology. Its scope of application is also constantly expanding, from non-profit organizations to some government departments, will position the theory into their own strategy. With the application of positioning theory to expand the scope and deepen the theory and the expansion of influence, more and more