摘要
定位市场营销理论中的一个重要概念,分析定位的本来含义,研究市场定位?产品定位和竞争定位三者的逻辑关系,具有重要的学术价值。市场定位是一种服务于市场营销总体战略而实施的定位,因而它具有宏观及战略层次的属性;产品定位是针对产品开展的,指明企业用什么样的产品来满足目标消费者需求。竞争定位方式的确定及表达更为直接地瞄准竞争对手。
Positioning is a fundamental concept in marketing theory, It is of importance in academic aspect to analyze the original meaning and to probe into the logic relationship among market positioning, product positioning and competition positioning, Market positioning is a kind of positioning that is employed for the overall marketing strategy with some macro or strategic attributes. Product positioning is the specific marketing activities for the product that can satisfy the target consumer needs, As for the competition positioning, both the approach and description aim at or revolve around competitors,
出处
《商业研究》
北大核心
2007年第10期51-53,共3页
Commercial Research
关键词
市场定位
产品定位
竞争定位
营销理论
market positioning
product positioning
competitive positioning
marketing theory
