The Study of Market Positioning for High-Growth Enterprises—A Case Study on Peak Sports Products

摘要：

Theoretical framework of positioning map and standardized case study method are adopted in the paper to help analyze the positioning strategy of Peak sports products. The major conclusions are: reasonable positioning in professionalism is the prerequisite to survive in the competitive market, and internationalization promotes the development and growth of enterprises. But compared with its powerful publicity, there is still gap between Peak product quality and its attribute positioning, certainly a large room for improvement. In pursuing a high brand exposure, not enough attention is given to the built good reputation, which causes deviation from its positioning and affects the effects of its positioning.

作者: JIN Haishui WU Jun ZHANG Yuhong

作者单位: Business School, Beijing WuZi University, Beijing, P.R.China, 101149 College English department, Capital Normal University, Beijing, P.R.China, 100048

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 396-406

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）