市场定位问题研究

市场定位问题研究

^论文编号:GS375 ^论文字数:13836,页数:16 附外文翻译

摘要
本文以市场定位为核心，首先介绍了市场定位的相关理论，其中包括市场定位的定义、起源、市场定位的基本理论。然后通过介绍目前激烈的买方市场竞争现状，举例说明了定位创造差异、定位是基本的营销战略要素、定位是制定各种营销策略的前提和依据及定位能形成竞争优势这四个市场定位的重要性。接着从产品质量、功能、体积、色彩、造形、价格等介绍了市场定位所要考虑的内容及综合所有内容最终要选择出的市场定位策略即避强定位策略、迎头定位策略和重新定位策略。本文还引入了真理咨询提出的定位五部法来说明了市场定位的方法及市场定位的步骤。最后通过分析目前我国企业的市场定位情况，指出了目前我国企业在市场定位时普遍存在的问题或误区，并对其存在的问题提出了相应的对策和建议，这也是本文最有价值的部分，从而让我国企业在市场定位时走出误区，达到市场定位的真正目的。

关键词：市场定位；产品定位；产品差异化

Market positioning study
Abstract:The market positioning is the core of this text, first introduced the relevant market positioning theory, including market positioning definitions, origins, the basic theory of market positioning. The buyer adopted on the current fierce competition in the market situation, illustrated positioning create differences, positioning is a fundamental element of the marketing strategy, positioning is the prerequisite and develop marketing strategies and positioning can be a competitive advantage which based on the four market positioning. Then from product quality, function, size, color, format, price and others on market positioning and the content to be integrated into all elements of the final choice of avoiding strong market positioning strategy that are positioning strategy, positioning strategy and re-positioning strategy. It also introduced the truth Advisory positioning five laws which explains the market positioning methods and market positioning steps. Finally, through analysis of the current market business positioning,point that the current Chinese enterprises in the market positioning of the prevailing problems or errors, and put forword the corresponding responses and recommendations about the present issues.and this is the most valuable part of this text,help the business to posit in the market and reach the true market positioning purposes.

Keywords:Market positioning; Product positioning; Product differentiation

目录
一、市场定位的涵义………………………………………………………1
（一）市场定位的定义…………………………………………………1
（二）市场定位的理论基础……………………………………………1
二、市场定位的重要性……………………………………………………2
（一）定位能创造差异…………………………………………………2
（二）定位是基本的营销战略要素……………………………………2
（三）定位是制定各种营销策略的前提和依据………………………3
（四）定位形成竞争优势………………………………………………3
三、市场定位的内容及策略………………………………………………4
（一）定位内容…………………………………………………………4
（二）定位策略…………………………………………………………11
四、市场定位的方法及步骤………………………………………………12
（一）市场定位的方法…………………………………………………12
（二）市场定位的步骤…………………………………………………14
五、目前我国企业定位存在问题及对策…………………………………15
（一）目前我国企业存在的问题………………………………………15
（二）针对存在问题的对策及建议……………………………………16
参考文献……………………………………………………………………17

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