① instruments on the location of the object measured. ② determined by measuring the location of post. ③ put things in proper place and make some evaluation of products through the name value of ~ ~ Your grasp.
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Positioning the premise
Generally speaking, mistakes made in marketing enterprise performance into two categories: First, mature market, if companies can not time the idea of a new position, making it trouble. For example, in refrigerators, television _set_s, has become a mature technology, and then a manufacturer to advertise that they are the first to introduce foreign technology, it will make people laugh. Haier, Changhong and other business demands, "Haier, Made in China", "Changhong, to revitalize the national industry as", then received an excellent result. Second, as companies compete for the expansion and diversification, leaving the impression that the consumer products increasingly blurred. Chevrolet Motor Company to the United States experienced such a thing. In the past, Chevrolet cars are synonymous with American family car, but the Chevrolet production line will be expanded to include trucks, cars and other vehicles, consumers in mind the original "Chevrolet is the American family car" but the impression that the focus blurred, and let stand on the Ford brand in the world. In our country, "San Jiu Wei Tai" has been a famous manufacturer stomach, and then, but also to expand into the production of beer, this is for the factory out of a big problem: alcohol on the gastrointestinal tract is a negative stimulus, their production The product is treated stomach, is a good wine, good or stomach? Is not this "contradiction" of the ancient fable of the modern replica of it? However, this is precisely the "positioning" theory comes into play. The essence of positioning is the "hearts and minds," the mind of consumers is the ultimate marketing battleground. From the perspective of targeting advertising communication, it is not wondering what products, because the product is already born child, had been formed, is not easy to change, and easy to change a consumer's "heart." To seize the hearts of consumers, we must understand their thinking, which is a prerequisite to locate. "The new positioning" a book lists the top five consumers of thinking to help companies occupied the position of the eyes of consumers. Model A: Consumers can only receive limited information. Information overload, consumers will follow the personal experience, preferences, interests and even emotions, choose to accept what information, what information memory. Therefore, can cause more interest in product categories and brands to break into the consumer memory has inherent advantages. For example, China's Hangzhou Wahaha Group, the first is the production of "Wahaha" Child nutrition and fame. Its success is due, product positioning accuracy, and targeting more people to never forget, because it all comes from a well-known songs, it is easy to introduce children and parents resonance. Mode Three: Consumer insecure. Due to lack of security, consumers will buy the same thing with others, eliminating waste money or friends the risk of criticism. So, before people are buying goods (especially consumer durables), the goods must go through careful investigation. The ads communicate to consumers interested in simple and easy to introduce the information, just to make their own brands easily spread among consumers. If a consumer want to buy de-worming medicine, must first acquaintance asking, one said, "two" sense of security that meets the needs of consumers, but also do not mind some professional terms. Mode IV: consumers will not easily change the brand image. It is generally believed the new brand is fresh, with more to attention, but consumers can really write the information to the brain, or something familiar. For example, Coca-Cola Company's employees, which is headquartered in Atlanta, a "company", a "body", but in general the minds of consumers, Coca-Cola is a sweet, dark, and added carbonate gas drinks, Coca-Cola is a famous beverage brands. If Coca-Cola whim that day, to produce popular cigarettes or beer, maybe it is sad when the Coca-Cola's deplorable. Therefore, enterprises in the positioning must master these principles: consumers receive information capacity is limited, and advertised "simple" is beautiful, once established in a short time to eliminate the positioning is difficult to blind the brand extension would destroy their own Existing positioning in the minds of consumers. So, whether it is product positioning, or ad targeting must be cautious.
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Market positioning of the steps
市场定位的步骤
市场定位的步骤
Market positioning is the key enterprises should try to find their products more competitive than the competition's features. Competitive advantage are generally two basic types: one is price competitive, that is, under the same conditions _set_ lower prices than the competition. This requires companies to take all efforts to reduce unit costs. Second, competitive preference, which can provide certain features to meet customer specific preferences. This requires companies to take every effort to work on the product features. Therefore, the whole process of the enterprise market positioning can be accomplished through three steps: 1) Analysis of the status of the target market to confirm the potential of this business a competitive advantage Central task of this step is to answer the following three questions: First, how the competitor product positioning? Second, target markets and customers to what extent does the desire to meet the need? The third is market positioning and potential competitors, customers interests and demands of the real needs of business should and can do? To answer these three questions, corporate marketing, research must by all means, the systematic design, search, analyze and report information on the above issues and research findings. By answering these three questions, companies can determine their own from which to grasp and where the potential competitive advantage. 2) The exact choice of competitive advantage, the initial positioning of the target market Competitive advantage that the ability of companies to outperform its competitors. This capability can be either existing, may also be potential. _Select_ a competitive advantage is actually a business and competitor strength compared to all aspects of the process. Indicators should be a relatively complete system, the only way to accurately _select_ the relative competitive advantage. The usual method is to analyze, compare companies and competitors in business management, technology development, procurement, production, marketing, finance, and what kinds of products is the strength of seven areas, which are weak. To _select_ the most suitable for the business advantages of the project, initially _set_ to target enterprise market position. 3) shows a distinct competitive advantage and re-positioning (1) introduction of new competitors, product positioning in the vicinity of the enterprise products, enterprise products occupied part of the market, so that the decline in market share of enterprise products. (2) consumer needs or preferences change, so that the enterprise product sales plummeted.
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Encyclopedia
Location localization Means to determine the site of lesion. Each disease, the pathological changes of lesion site, can cause physiological function of the organ, and organizational structure changes, resulting in the corresponding clinical signs and symptoms. Doctors by history taking, physical examination, laboratory tests and special examination and other indirect methods, the clinical data obtained will be a comprehensive analysis to determine the lesion site. This is a clinical diagnosis of a very important step, which made the diagnosis of said diagnosis.
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English Expression
: Orientation, tacking, allocation, locating, align, Position Fix
