Research on Category Criteria for Different Positioning Concepts in Product Marketing
Nowadays,positioning has been applied extensively in marketing since American advertising expert named Jack Trout took off it from 1969.However,the explanations of different positioning concepts are dissimilar,especially in marketing positioning,competition positioning,product positioning and brand positioning.Somebody thinks these four positioning concepts are same concept of different names,but another believes the four positioning concepts are unlike wholly.In the four positioning concepts,the same point is the final target of positioning that take up a special place in customershearts.The differentia is positioning object and positioning variable.The distinction of positioning concepts is not only in final target,but more important in object and variable.This article puts forward a general model of positioning and main positioning and process in marketing.The author maintains that positioning should fix on the relative place of the certain thing accurately and it should be an accurate decision-making concept.
Market Positioning Competition Positioning Product Positioning Brand Positioning Market Mix Positioning
HE Yunjing LI Min
Institute of Economy and Management,Taiyuan University of Science and Technology,Taiyuan,030024,China
国际会议
2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)
天津
英文
204-207
2008-05-01(万方平台首次上网日期,不代表论文的发表时间)