Direct confrontation positioning, also known as tit-for-tat positioning, means that enterprises adopt the same positioning as the most powerful competitors in market segments. In other words, enterprises will position their products or services in similar or the same position as competitors and compete for the same market segment with competitors. Generally speaking, this positioning strategy can be implemented when enterprises can provide products or services that are more satisfying to customers and more competitive than competitors. For example, the competition between Pepsi and Coca-Cola, and the struggle between KFC and McDonald's are all examples of direct confrontation. Because competitors are very strong and in a strong position in consumers' minds, there are certain market risks in implementing direct confrontation positioning strategy, which not only requires enterprises to have sufficient resources and capabilities, but also needs to implement differentiated competition on the basis of knowing ourselves and ourselves, otherwise it will be difficult to resolve market risks, let alone win market competition.

(B) Market-based positioning strategy

This refers to the enterprise's strategy of positioning its market position in the market position that competitors have not paid attention to and occupied. When evaluating and analyzing competitors' market position, consumers' actual needs and the attributes of the goods they operate, if they find that there is a certain market gap and space in the target market they are facing, and the goods they operate are difficult to compete head-on, then they should position themselves in the vacant position of the target market and become a foothold with competitors. To adopt this market positioning strategy, the following conditions must be met:

(1) The enterprise has the supply to meet the market demand;

(2) There are enough potential buyers in this market;

(3) Enterprises have special conditions and skills to enter the market;

(4) Enterprises must be profitable.

(C) Another positioning strategy

Another positioning method is also called the single-sitting positioning strategy. This positioning means that when an enterprise realizes that it is difficult to compete with competitors in the same industry to gain an absolute dominant position and has no opportunity or ability to fill the market gap, it can establish a new product or service in the target market through marketing innovation according to its own conditions. Highlight your unique characteristics and gain a leading position in some valuable product attributes.

(d) repositioning strategy

This positioning refers to a series of repositioning methods, such as changing brands, packaging, advertising appeal strategies, etc., when enterprises find that the initial positioning strategy is unscientific and unreasonable, and the marketing effect is not obvious, and it is difficult to successfully obtain a strong market positioning if they continue to implement it. The purpose of enterprise repositioning is to enable enterprises to gain new and greater market vitality.

Of course, the market positioning of enterprises is not once and for all, but changes with the changes of competitors in the target market and internal conditions of enterprises. When the target market changes as follows, it is necessary to consider readjusting the positioning:

1. When the sales of competitors increase, the market share of enterprises decreases and enterprises are in trouble;

2. When the goods managed by the enterprise unexpectedly expand the sales scope, and can gain greater market share and higher commodity sales in the new market;

3. When new consumption trends and consumer groups are formed, the goods sold by this enterprise lose their appeal;

4. When the business strategy and tactics of this enterprise make major adjustments, and so on. In short, when the enterprise and market situation change, it is necessary to adjust the direction of target market positioning, so that the market positioning strategy of the enterprise conforms to the principle of giving full play to the advantages of the enterprise, so as to obtain good marketing profits.