【正文】 s Club Hardware Southwest Airlines in the United States is the most profitable airlines hungry, but also to implement a more lowquality lowcost location. It39。s understanding of the scope is too narrow. Customers may think that this de glass manufacturing pany just exquisite art glass products, priced at 1,000 . dollars, and in fact it starts in the manufacture of about 50 . dollars more expensive glass. Finally, positioning the pany to avoid confusion, it makes the purchaser of the pany have the impression of confusion. For example, in the past 10 years, the actual Burger King Corporation had nothing to do six of the advertising campaign with the theme from fool is not here only to eat to Sometimes you want a change in appetite, and eating hamburgers, watching television. This positioning of a string of statements so that consumers felt confused and Burger King did not get very good sales and profits. What are the differences in the promotion of the brand, not all differences have meaning or value, nor are able to take advantage of differences in each of the difference between a possible increase in the interest of consumers, but also may increase the pany39。 Bosch microphone positioning in the amazing characteristics of the design. Similarly, panies in terms of consistency, durability, reliability, maintenance and so on, their product differentiation. In addition to the specific product differentiation, panies can also make the product along with differentiated services. Some panies rely on fast, or the detailed distribution of and achieve the service differentiation. For example, First Bank has established a prehensive supermarket in the service sector, usually on weekends and at night can also offer the inquiries convenience. Installation services and a pany can be distinguished from the other panies, such as maintenance. Many car buyers in order to provide the best service from the agent to buy a car there will be more willing to spend a little money, running more than a little way. Some panies provide customer service training or advisory services, including consulting services, including the purchase of needed data, information systems and advertising services, in order to differentiate their services. For example, the Mai Kaisen is a major drug wholesalers to 12,000 independent pharmacists to provide advisory services to help them set up accounting, inventory and puterized ordering system, through its customers to pete more effectively, Mai Kaisen The pany won a greater customer loyalty and sales. Differences in the implementation of the channel, the channel39。根據(jù)始終變化的市場(chǎng)營(yíng)銷環(huán)境做出調(diào)整時(shí)，產(chǎn)品定位應(yīng)該循序漸進(jìn)地演變。因此，實(shí)施 “高價(jià)”定位就知道自己必須生產(chǎn)高質(zhì)量的產(chǎn)品，制定高價(jià)位，通過高質(zhì)量的經(jīng)銷商進(jìn)行分銷，并選擇高質(zhì)量的媒體做廣告。 重要的是每個(gè)公司必須設(shè)計(jì)自己成功的 定位策略，專門服務(wù)于其目標(biāo)顧客。例如，家居貨棧剛開業(yè)的時(shí)候，的確有最好的產(chǎn)品和服務(wù)，并且與當(dāng)?shù)氐奈褰鸬旰推渌彝ビ闷愤B鎖店相比，價(jià)格也是最低的?！暗唾|(zhì)更低價(jià)”定位是指用更低的價(jià)格滿足消費(fèi)者較低的性能或質(zhì)量要求。事實(shí)上，它們提供的品牌與商場(chǎng)和專賣店差不多，但是旺盛的購(gòu)買力和較低的運(yùn)營(yíng)成本帶來的折扣很大。 其廣告的大字標(biāo)題是：“把定價(jià) 72020 美元的車換為 36000 美元的車，反而買到更高價(jià)值的車，這在歷史上也許是第一次。星巴克咖啡作為價(jià)位較高的品牌進(jìn)入一個(gè)基本屬于日用品的行業(yè)，哈根達(dá)斯是很受歡迎的冰淇淋品牌，其價(jià)位也是前所未有地高。在下面，我們將討論公司可能用來定位產(chǎn)品的五種成功價(jià)值方案：高質(zhì)高價(jià)、高質(zhì)同價(jià)、同質(zhì)低價(jià)、低質(zhì)更低價(jià)和高質(zhì)低價(jià)。因此，選擇賴以對(duì)產(chǎn)品或服務(wù)定位的競(jìng)爭(zhēng)優(yōu)勢(shì)是很難的，而這個(gè)選擇與最后的成功是密切相關(guān)。經(jīng)濟(jì)性：購(gòu)買者能夠買得起。顯著性：競(jìng)爭(zhēng)對(duì)手沒有，或者公司有明顯優(yōu)勢(shì)。第二個(gè)誤區(qū)是定位過度，即購(gòu)買者對(duì)公司的了解范圍過于狹窄。今天，大眾市場(chǎng)被分成很多小的細(xì)分市場(chǎng)，公司在盡力拓展自己的定位策略，以對(duì)更多的細(xì)分市場(chǎng)產(chǎn)生吸引力。例如，廣告人羅瑟公司不能只用幾個(gè)廣告就在一夜之間把一種形象根植在公眾心中。因此，迪斯尼的員工以友善和快樂而聞名，新加坡航空公司之所以享有盛譽(yù)主要是因?yàn)槠鋬?yōu)雅的空姐。安裝服務(wù)也能把一個(gè)公司和另一個(gè)公司區(qū)分開來，比如維修。例如，普渡公司宣稱其品牌雞肉質(zhì)量更好，更加鮮嫩，這個(gè)差異使價(jià)格高出 10%。如果公司把產(chǎn)品定位為提供最好的質(zhì)量和服務(wù)，那就必須給消費(fèi)者帶來承諾的質(zhì)量和服務(wù)。例如，在一些細(xì)分市場(chǎng)中以質(zhì)量聞名的公司，如 果新的細(xì)分市場(chǎng)中有足夠的購(gòu)買者注重質(zhì)量，那么它會(huì)繼續(xù)使用這個(gè)定位。在汽車市場(chǎng)，豐田的 Tercel 和 Subaru 定位為經(jīng)濟(jì)車，奔馳和卡迪拉克定位為豪華車，保時(shí)捷和寶馬定位為高性能車，沃爾沃有力地定位在安全性能方面。 消費(fèi)者被太多的產(chǎn)品和服務(wù)信息所 包圍，他們不可能每次做購(gòu)買決策時(shí)，都對(duì)產(chǎn)品進(jìn)行重新評(píng)估。但是，在很多情況下，兩家或者更多的公司會(huì)有相同的定位，那么，她們不得不尋找其他方法把自己的產(chǎn)品區(qū)分開來。因此，事實(shí)上，定位開始于使公司 2 營(yíng)銷的產(chǎn)品或服務(wù)差異化，這樣才能給消費(fèi)者帶來比競(jìng)爭(zhēng)對(duì)手更大的價(jià)值。另一個(gè)極端情況是，產(chǎn)品能夠被高度差異化，比如汽車、商用設(shè)備和家具。許多汽車購(gòu)買者為了從提供頂尖維修服務(wù)的代理商那里買車，會(huì)愿意多花一點(diǎn)兒錢，多跑一點(diǎn)路。 IBM 有專人負(fù)責(zé)確保顧客的到的解決方案正是其需要的：“想問題的人，做事情的人，了解情況的人。如果麗茲 — 卡爾頓酒店代表著優(yōu)質(zhì)服務(wù)，這個(gè)形象就要由公司的一切言行來體現(xiàn)。里夫斯認(rèn)為，公司應(yīng)該為每個(gè)品牌設(shè)計(jì)獨(dú)特的推銷計(jì)劃并始終堅(jiān)持。例如，聯(lián)合利華公司首先推出了三合一香 皂“ Lever 2020” ，可以清潔、除味和滋潤(rùn)肌膚。顧客可能認(rèn)為斯德本玻璃制 品公司只制造精美的玻璃藝術(shù)制品，售價(jià)在 1000 美元以上，而事實(shí)上它也制造起價(jià)在 50 美元左右的較為便宜的玻璃制品。 選擇整體定位策略 消費(fèi)者一般會(huì)選擇給自己帶來最大價(jià)值的產(chǎn)品或服務(wù)，因此，市場(chǎng)營(yíng)銷人 員希望根據(jù)其產(chǎn)品或服務(wù)的關(guān)鍵利益，相對(duì)于競(jìng)爭(zhēng)對(duì)手對(duì)品牌進(jìn)行定位。 價(jià)格 高 相同 低 高 利 相同 益 低 高質(zhì)同價(jià) “ 高質(zhì)高價(jià)”定位是指提供最高檔次的產(chǎn)品或服務(wù)，并制定更高的價(jià)格來補(bǔ)償更高的成本?？傊谟写?開發(fā)的產(chǎn)品或服務(wù)行業(yè)，公司在緊密關(guān)注推出“超高質(zhì)超高價(jià)”品牌的機(jī)會(huì)。”公司在汽車雜志上進(jìn)行很多報(bào)導(dǎo)，大量分發(fā)把凌志和奔馳進(jìn)行比較的錄象帶，并指出調(diào)查表明凌志的經(jīng)銷商比奔馳經(jīng)銷商對(duì)顧客的銷售服務(wù)更好，以此來宣傳凌志汽車的高質(zhì)量。 其他公司開發(fā)價(jià)格較低的模仿品牌，想把顧客從市場(chǎng)領(lǐng)導(dǎo)者那里吸引過來。例如， Family Dollar 和ollar General 的店鋪以很低的價(jià)格出售很多便宜貨。 但是，長(zhǎng)遠(yuǎn)來看，公司會(huì)發(fā)現(xiàn)堅(jiān)持這種兩全其美的定位是很困難的?！巴|(zhì)同價(jià)”不會(huì)帶來任何競(jìng)爭(zhēng) 優(yōu)勢(shì)，只會(huì)使公司處于夾縫之中。公司必須雇用并培訓(xùn)更多的服務(wù)人員，選擇服務(wù)聲望很好的零售商，并設(shè)計(jì)能宣傳其優(yōu)越質(zhì)量的銷售和廣告信息。 8 Competitive positioning 1 Introduction Once the market segments in which the decision must be decided in these market segments in the position. Product positioning is an important consumer product in accordance with the definition of product attributes of the method, or pared to other petitive products, consumer products in the eyes of the possession. According to this principle, the Tide brand positioning for a strong, multipurpose household laundry agent, Ivory Snow brand positioning for the delicate baby clothes and clothing of moderate laundry agents. In the automotive market, Toyota Tercel and the economy as Subaru vehicles, as Cadillac and MercedesBenz luxury cars, BMW and Porsche as a highperformance car, a powerful position in the Volvo safety performance. Consumers have been too many products and services surrounded by information, they do not always be able to purchase decisionmaking, are the product of reevaluation. To simplify the buying process, the consumer product categories, in the eyes of their products, services and panies position. The product is targeting the consumer39。s coverage, professionalism and performance will be positive advantages of Cate