Market positioning link 1, product positioning: positioning quality/cost/characteristics/performance/reliability/usability/style /-2, enterprise positioning: corporate image building brand/-employee ability/knowledge/speech/reputation 3, competitive positioning: determining the market positioning of the enterprise relative to competitors, such as 7-up soda, which is called "non-"in advertisements. 4, consumer positioning: determine the target customer base of the enterprise.

What is market positioning?

Market positioning refers to what kind of marketing methods, products and services an enterprise will provide in the target market after determining the target market, so as to distinguish it from its competitors, thus establishing its corporate image and gaining a favorable competitive position.

The process of market positioning is the process of enterprise differentiation, how to find differences, identify differences and show differences.

Now there are too many similar products, how do consumers choose? What are the reasons for consumers to buy? Rely on the effective positioning of enterprises to solve it.

Positioning was first put forward in the advertising industry, emphasizing that advertising should leave a certain position in the audience's mind, and people often like preconceptions; If an enterprise can establish a certain position in your eyes and give consumers a reason to buy, it can often be in a favorable position in the competition.

Please refer to the book Trout for detailed concepts.

How to position the market?

First of all, do market research to find out which market segment is profitable, suitable for your business, without competitors or competitive enough, so that you can make a good positioning. If you want to do market positioning, you must understand market segmentation. It can be subdivided according to purchasing power and positioned as high, medium and low; Can also be subdivided according to the characteristics of the crowd, such as wearing shoes, some people like leather shoes, some people like sports shoes; There are many ways to subdivide. But when positioning, you should also pay attention to the fact that the market you want to position must be profitable. The so-called ownership means that the market size must be large enough and more people must buy it, so that it is an effective positioning. Market positioning includes three steps: identify the possible competitive advantage based on it, choose the correct competitive advantage, and effectively show the market positioning of the enterprise to the market. 1. Identify possible competitive advantages. Consumers generally choose products and services that bring them the greatest value. Therefore, the key to win and retain customers is to understand customers' needs and purchasing process better than competitors and provide them with more value. By offering lower prices than competitors, or providing more value, making higher prices look reasonable. Enterprises can position their own market as providing superior value to the target market, so that enterprises can win a competitive advantage. Product differences: Enterprises can distinguish their products from other products. Service differences: In addition to the actual product differences, enterprises can also make their products-related services different from other enterprises. Personnel differences: Enterprises can gain a strong competitive advantage by hiring and training people who are better than their competitors. Image difference: Even if competing products look similar, buyers will observe the difference according to the image of the enterprise or brand. Therefore, enterprises distinguish themselves from their competitors by establishing their image. 2. Choose the right competitive advantage. Assume that the enterprise has been lucky enough to find several potential competitive advantages. Now, enterprises must choose several competitive advantages to establish a market positioning strategy. Enterprises must decide how many kinds to promote and which advantages. Many marketers think that enterprises only need to vigorously promote one kind of interest in the target market, while other dealers think that the positioning of enterprises should be more than seven different factors. Generally speaking, enterprises need to avoid three major market positioning misunderstandings. The first is that the positioning is too low, that is, there is no real positioning for the enterprise at all. The second mistake is that the positioning is too high, that is, the company image passed to the buyer is too narrow. Finally. Enterprises must avoid chaotic positioning and give buyers a chaotic corporate image. 3. Communication and Transmission of Selected Market Positioning Once the market positioning is selected, the enterprise must take practical steps to convey the ideal market positioning to the target consumers. All marketing combinations of an enterprise must support this market positioning strategy. Positioning an enterprise requires concrete actions rather than empty talk.

What are the market positioning in network marketing?

1. Understand the buying behavior characteristics of target customers.

The main factors that target users consider when purchasing corresponding products.

2. List the factors that can be used for positioning.

Analyze what factors the target customers pay more attention to when buying products.

3. Analyze the characteristics of competitors' products.

Compare the products of enterprises and competitors, and write down the advantages and disadvantages.

4, determine the positioning characteristics of enterprise products.

Analyze which aspect is unique to enterprises and products, or has more advantages than competitors, and determine this aspect as the positioning feature of enterprise products.

5. Disseminate and display the positioning function

Communication positioning means that enterprises should convey the product characteristics to customers and constantly strengthen them to make them deeply rooted in people's hearts.

Network marketing is profound and profound, which is beyond my comprehension in a few words. I hope to say a few words briefly. Ask me if you have any questions ~ ~

What are the ways of market positioning?

Avoid strong positioning

Positioning strategy: refers to an enterprise trying to avoid direct competition with the strongest or stronger other enterprises and positioning its products in another market field, so that its products are significantly different from the strongest or stronger competitors in some characteristics or attributes. Advantages: the strategy of avoiding strength and positioning can make enterprises gain a firm foothold in the market quickly. And can establish an image among consumers or users with little risk. Disadvantages: avoiding strength often means that enterprises must give up an optimal market position, which is likely to make enterprises in the worst market position.

Competitive positioning

Head-on positioning strategy: refers to the enterprise according to its own strength, in order to occupy a better market position, do not hesitate to compete head-on with the most advantageous and powerful competitors in the market, so that its products can enter the same market position as competitors. Advantages: the competition process is often quite eye-catching, and even has a so-called sensational effect. Enterprises and their products can be quickly understood by consumers or users, and it is easy to achieve the purpose of establishing a market image. Disadvantages: There are risks.

Innovation orientation

Look for new positions that have not been occupied but have potential market demand, fill market gaps, and produce products with certain characteristics that are not available in the market. For example, a number of new products, such as Sony Walkman of Sony Corporation of Japan, just filled the vacancy of mini-electronic products in the market, and continued to innovate, which enabled Sony to develop rapidly even during World War II and become a world-class multinational company. When the company adopts this positioning method, it should be clear whether the products required for innovative positioning are technically and economically feasible, whether there is enough market capacity, and whether it can bring reasonable and sustainable profits to the company.

relocate

After selecting the market positioning target, the company should consider repositioning if the positioning is inaccurate or the market situation changes, although the positioning is appropriate at first, if the competitors are positioned close to the company and occupy part of the company's market, or if the preferences of consumers or users change and turn to competitors for some reason. Relocation is a retreat-for-progress strategy, aiming at more effective positioning. For example, when Marlboro cigarettes first entered the market, they were aimed at women, and its slogan was: as mild as the weather in May. However, although the number of smokers in the United States is increasing every year, the sales of Marlboro have been stagnant. Later, advertising guru Leo Boehner made an advertising plan for Marlboro. He repositioned Marlboro as a manly cigarette, and linked it with the most manly cowboy image in the west, and established the image of Marlboro as free, wild and adventurous, which stood out from many cigarette brands. Since the mid-1980s, Marlboro has been ranked first in the global cigarette sales of all brands and has become the leading brand in the global cigarette market. Market positioning is the act of designing the company's products and image, so that the company can clearly define its position in the target market relative to its competitors. The company should be cautious when positioning the market, and find out the most reasonable breakthrough through repeated comparison and investigation. Avoid positioning confusion, over positioning, too wide positioning or too narrow positioning. Once the ideal positioning is established, the company must maintain this positioning through consistent performance and communication, and should monitor it frequently to adapt to the changes of target customers and competitors' strategies at any time.

What is the market positioning?

It means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market.

Market positioning is not what you do to a product itself, but what you do in the minds of potential consumers. The essence of market positioning is to strictly distinguish this enterprise from other enterprises, so that customers can clearly feel and realize this difference, thus occupying a special position in customers' minds.

Market positioning can be divided into repositioning existing products and pre-positioning potential products. The repositioning of existing products may lead to changes in product name, price and packaging, but the purpose of these appearance changes is to ensure that products leave an image worth buying in the minds of potential consumers. For the reservation of potential products, marketers are required to start from scratch, so that the product functions can truly meet the selected target market. When positioning the market, a company should understand the characteristics of competitors' products on the one hand, and study the importance consumers attach to various attributes of products on the other hand, and then analyze them according to these two aspects, and then choose the characteristics and unique image of its own products.

Content of market positioning

1, product positioning: focus on product entity positioning quality/cost/function/performance/reliability/usability/style/ ...

2, enterprise positioning: that is, corporate image to shape the brand/-employee ability/knowledge/words/reputation.

3. Competitive positioning: determine the market position of the enterprise relative to its competitors.

For example, 7-up soda is called "non-cola" in the advertisement, suggesting that other cola drinks contain caffeine, which is harmful to consumers' health.

4, consumer positioning: determine the target customer base of the enterprise.

What is the basis of market positioning?

The market positioning mentioned here is the target market that is often said in marketing.

His positioning is mainly based on: products, channels, places and promotion, that is, 4P combination.

1. product is to consider developing suitable products for the target market, selecting product lines, brands and packaging, etc.

2. The price is to consider setting a suitable price;

3. Site selection refers to arranging transportation and storage through appropriate channels and sending products to the target market. Promotion refers to considering how to inform the target market of appropriate products at appropriate prices, including promotion, advertising and training of salesmen. The external environment of an enterprise includes various uncontrollable factors, including economic environment, social and cultural environment, political and legal environment, etc.

At present, the marketing 4p has developed to 1 1ps. Products, prices, sales channels, promotions, political power and the relationship between the public and the public * * * *, in order to effectively carry out marketing activities, enterprises must first have the correct guiding ideology of serving the people, and also have the correct guidance of strategic marketing mix (market research and exploration, market segmentation, market preference prioritization and market positioning).

What is market positioning and what are the characteristics of the three strategies?

Market positioning is the positioning of enterprises and products in the target market. Market positioning was put forward by American marketers AL Ries and Jack Trout in 1972. Its meaning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market. In short: it is to establish a unique image of the product in the eyes of the target customers. The purpose of market positioning is to make the products and images of enterprises occupy a unique and valuable position in the psychology of target customers.

There are four strategies:

(A) direct confrontation positioning strategy

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 the eyes of consumers, 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 [1].

(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.

What types of market positioning can there be?

Market customer orientation

Product positioning

Price positioning

Corporate image positioning

Competitive positioning