Positioning marketing is a new marketing concept. The evolution of marketing concept can be divided into three stages: (1) pre-marketing concept, including production concept, product concept and promotion concept. (2) Marketing concept, that is, a new marketing concept centered on market demand. Positioning marketing belongs to this stage. (3) Developing marketing concepts, that is, supplementing and revising the original marketing concepts. Including ecological marketing concept, social marketing concept, big market concept and so on.
Positioning marketing is a new marketing concept. The evolution of marketing concept can be divided into three stages: (1) pre-marketing concept, including production concept, product concept and promotion concept. (2) Marketing concept, that is, a new marketing concept centered on market demand. Positioning marketing belongs to this stage. (3) Developing marketing concepts, that is, supplementing and revising the original marketing concepts. Including ecological marketing concept, social marketing concept, big market concept and so on. The United States, the birthplace of marketing, has also experienced this evolution. The marketing concepts of other countries have basically undergone an essential change from fixed production to fixed production. For example, in the process of establishing socialist market economy in China, the marketing concept gradually changed from the pre-marketing concept centered on products to the marketing concept centered on customers. Therefore, in the case that the buyer's market in China is gradually forming, positioning marketing should be strongly advocated.
Positioning marketing first appeared in American newspapers in the 1970s. Its exact meaning is to determine the unique position of an enterprise or product in the eyes of consumers and leave an indelible and unique impression on consumers. Among the "22 business rules" about marketing, there is a crucial marketing rule, that is, marketing is not a product dispute, but an idea dispute. If drinks are mentioned, consumers will think of Coca-Cola. Speaking of fast food Han Baobao Bao, I think of McDonald's; When it comes to liquor, I think of Maotai. When it comes to computers, people think of associations and so on. Only when consumers have positioned a merchant's brand and this industry or product, will they choose this first when consumers need it, so that this merchant can stand out and dominate the market.
In the process of building a socialist market economy in China, it is not enough to introduce new technologies and new products only by relying on the diligent efforts of businessmen. The most important step is that the merchants deeply touch the hearts of consumers by showing the charm of their products. In other words, the implementation of positioning marketing is a key link. In today's fiercely competitive marketing war, some traditional concepts such as "fools move mountains" and "iron pestle grinds into needles" can no longer meet the requirements of the times. Because the opportunity of shopping malls is fleeting, when the mountain moves, time passes and business opportunities are gone. Therefore, we should change the outdated way of thinking and adopt other quick and effective ways, such as walking around the mountain or buying needles, to achieve the same or even better results. For example, Microsoft uses the idea of positioning marketing, taking consumers as the starting point, first "boasting" to consumers, and then desperately trying to get DOS to complete the most critical part within the time limit. Instead of waiting for the finished product to be made first and then pushed to the market.
Since positioning marketing is necessary, how to carry out positioning marketing and how to occupy a place in the hearts of consumers? First of all, we should understand the three psychological characteristics of consumers.
(1) Consumers remember the first thing that comes to mind most clearly. The highest peak in the world is Mount Everest. What about the second peak? The first person who contributed to China's zero breakthrough in the Olympic Games was Xu Haifeng. What about the second person? It's easy for people to remember what comes to mind first and ignore everything that comes later.
(2) The consumer's mind is one square inch, which can only hold limited information. According to the research of Harvard psychologist Dr. Miller, the average person's mind can't accommodate more than seven units at the same time. The telephone number is seven digits, which is reasonable and easy to remember. There is a rule here: the simpler things are, the easier it is to impress people.
(3) Consumers always absorb the information they are interested in subjectively and emotionally, but turn a blind eye to the information they don't want to see. For example, a person who likes basketball will have a soft spot for NBA professional basketball games, care about all basketball events and other information, but turn a blind eye to the news of Japanese sumo matches.
On the premise of analyzing the psychological characteristics of consumers, businesses can take corresponding measures, prescribe the right medicine and carry out targeted marketing.
In view of the first feature, businesses should create a product that can become the "first" in the market, the first in a certain type of product and the first to enter the minds of consumers. There is a rule in marketing, that is, it is better to enter the market first than to enter the people's hearts first. For example, IBM was not the first company to invent computers, but it was the first company to implant computer products into consumers' hearts at the right time, so when I think of computers, I think of IBM.
According to the second feature, businesses should communicate with consumers in a simple and clear way. "There will be a road in the end, and there will be a Toyota." The catchy sentences make it easy for consumers to remember the brand Toyota. "Toshiba, Toshiba, Toshiba in the new era" and "Nestle coffee, delicious" are the effective weapons to really cut into the hearts of consumers. In an era when advertisements are flooding the society, only simple and clear ideas and propositions can be effective. Kettering, the boss of GENERALMOTOR, has an incisive saying: "Solve complex problems with simple solutions".
According to the third characteristic, merchants should position their own markets and products, choose the consumer groups suitable for their products, and then stimulate their curiosity with unique creativity. For example, in Manila, the capital of the Philippines, there is a unique restaurant in the world, and all the waiters are dwarfs. Its wonders attract tourists from all over the world, and you can imagine that its business is booming. The business characteristics and tactics of merchants are different, that is, "people are omnipresent, people are innovative and people are driven", so as to compete with competitors, win the favor of consumers and be better in the market.