Enterprise positioning is still a vague concept for most production enterprises and has not been fully utilized. Judging from the relationship among product positioning, brand positioning and enterprise positioning, the general process of enterprise positioning is: from the integration of product, brand and enterprise positioning to the separation of the three, and the latter is more and more generalized and abstract than the former, and is increasingly used to express ideas.
Positioning? It has become one of the most important and influential concepts about enterprise marketing and marketing communication, and even a part of the way of thinking of business people to some extent.
What is positioning?
Simply put, positioning means that your product occupies a truly valuable position in the eyes of target customers.
For example, shower gel products extended from Liushen toilet water occupy a cool position in consumers' minds with important ingredients; Dove, a subsidiary of Unilever, occupies a position of nourishing the skin by virtue of its emulsion ingredients; Pan Ting and Head & Shoulders, owned by Procter & Gamble, occupy the positions of repair and desquamation respectively.
Positioning starts with a product, but this product may not be a commodity, but it may be a service, an enterprise or a person. What you want occupies a truly valuable position in other people's hearts, which can be achieved by positioning thinking and methods.
Why do products, services and enterprises need to occupy a truly valuable position in the minds of consumers?
For example, if you turn on the TV, you may see the shampoo advertisement of 100. How much can you remember? There are thousands of famous restaurants in the city where we live. How many can you think of when you want to eat hot pot? You want to talk to someone. How many cafes can you think of besides Starbucks?
Our society has become an over-proliferation society, and goods and services are also extremely rich. There are many enterprises that need to attract customers to their homes. People put most of the communication information behind them, leaving only a limited position for a few brands.
If enterprises want to occupy these valuable positions, they need to let your customers know? Who are you and how are you different from others? Leave a clear impression on customers. What is this impression and the position occupied by enterprises with this impression? Positioning? .
How should enterprises position themselves?
It is a great event for an enterprise to occupy a truly valuable position in consumers' mouths for goods, services and brands, which requires full investigation and analysis, rigorous thinking and careful choice.
An important principle of positioning is to provide your target consumers with extremely simplified information. Don't be verbose and complicated. You should understand it at once and remember it when you understand it.
Based on the analysis of enterprise environment and consumer demand, enterprise positioning should start with enterprise characteristics, establish a good image for enterprises, establish enterprise advantages, and make enterprises accepted and recognized by society and the public. The methods of enterprise positioning mainly include the following:
(1) Positioning according to product characteristics: products are the link between enterprises and consumers, and unique products can leave a good image for enterprises in the eyes of consumers. Toyota cars in Japan are economical and durable, while BMW cars in Germany are luxurious and atmospheric. These unique automobile products have left a good reputation among customers, won a good image for enterprises, and won advantages for enterprise competition.
(2) Positioning according to corporate culture: Excellent corporate culture can win the recognition of society and the public, and also promote the development of social culture. Corporate culture can make enterprises deeply integrate into the society and the public and become the leading force of enterprise competition. A word from Haier company? Always sincere? Let consumers enjoy Haier products and services, but also feel the enthusiasm of Haier enterprises and employees.
(3) According to the positioning of outstanding figures of enterprises: outstanding figures of enterprises include founders, major technical inventors and those who have won major honors. Are outstanding representatives of enterprises. Old Ford, the founder of Ford Motor Company in the United States, has made important contributions to the enterprise during its development. Ford wants to build cars that ordinary people can afford? This famous saying became Ford's business purpose, and he himself became a symbol of Ford.
(4) Positioning by means of public relations: Due to the influence of marketing environment, enterprises usually use public relations in marketing activities. During World War II, due to transportation difficulties, the Coca-Cola Company of the United States reached an agreement with the military to transport Coca-Cola to the front line by military transport planes, so that every soldier could drink Coca-Cola. This practice not only greatly increased the sales of Coca-Cola, but also made the brand of Coca-Cola deeply rooted in people's hearts.
Positioning theorists Reese and trout gave a particularly typical negative example:
They used to work for a bank, which is a leader in small business loans in the industry, and its main customers are immigrants doing business in the United States, so they suggested that the bank should be positioned? America's dream land? Simple and clear, but this positioning appears in the advertisement and becomes? We realize your American dream? .
Comparatively speaking, if you happen to be the target customer of this bank, which statement will move you?
Nowadays, offline store business has been severely impacted by online marketing. Every store needs a strong store if it wants to be a good store with a large number of customers. Positioning? This positioning needs to be simple and clear, so that customers can blurt it out without thinking.
But there are not many physical stores that can occupy a truly valuable position in the eyes of customers.
In my opinion, enterprises try to do addition in business, while trying to do subtraction in positioning, simplify the description of target customers and services to a few words until your enterprise is accurately summarized, and then implant this impression in consumers' minds through services, marketing communication and other channels, occupying a unique position in their minds.