【導(dǎo)讀】一旦進(jìn)入市場中的哪些細(xì)分市場做出決定，就必須決定在這些細(xì)分市場中的定位。而言，產(chǎn)品在消費(fèi)者心目中占有的位置。根據(jù)這個原理，汰漬品牌定位為強(qiáng)力、多用途。的家用洗衣劑，IvorySnow品牌定位為嬌嫩衣物和嬰兒衣物的溫和洗衣劑。定位為高性能車，沃爾沃有力地定位在安全性能方面。為簡化購買過程，消費(fèi)者把產(chǎn)品分類，在自己心目中將產(chǎn)品、服務(wù)和公。司進(jìn)行“定位”。產(chǎn)品的定位是消費(fèi)者對產(chǎn)品的感知、印象和感覺的混合，這種定位是。一些公司發(fā)現(xiàn)選擇定位策略很容易。如果新的細(xì)分市場中有足夠的購買者注重質(zhì)量，那么它會繼續(xù)使用這個定位。務(wù)差異化，從而吸引細(xì)分市場中的主要群體。公司把自己的定位為選定的目標(biāo)市場提供最大價值，公司就獲得了競。但是，牢固的定位不能光靠口頭承諾。了更大的顧客忠誠和銷售額。愛姆寵物食品通過違反傳統(tǒng)。蛀功能，沃爾沃宣傳其安全性。其他市場營銷人員認(rèn)為，公司應(yīng)該根據(jù)一個以上的差異因素進(jìn)行定位。

　　

【正文】 ownturn there is the risk, because buyers more cautious on spending. More for the same panies want to attack petitors in the highpriced highquality brand can be launched very quality and low price brands. For example: Toyota to high quality with the price program launched in the value of Lexus car series. The ad is headlined: The price of 72,000 . dollars to 36,000 . dollars for vehicles of the car, but to add value to buy cars in the history of this may be the first time. In a lot of car magazines reported that a large number of Lexus and MercedesBenz distribution to pare the video and pointed out that the investigation showed that the Lexus dealer than the MercedesBenz dealer sales to customers better services in order to promote highquality Lexus vehicles. Many MercedesBenz owners to buy Lexus, Lexus and the repurchase rate of 60%, is twice the industry average. The same for less could be a strong value proposition, because everyone likes a good deal. For example, the Amazon and its petitors sell the same books, but cheaper prices. Dell Computer is the higher cost of providing the same quality of the product. WalMart discount as well, such as Best Buy, Sports and Se Qite Mart and other category killer. That does not offer different or better products. In fact, they provide the brand with stores and shopping centers are similar, but the strong purchasing power and lower operating costs brought about by a large discount. Other panies to develop cheaper imitation brand, customers want from the market leader over there to attract. For example, AMD and Intel Celeron modeled on the pany39。s marketleading microprocessor chip, the production of cheaper models. Many of the personal puter pany, Cloning IBM, and claimed that performance, but the same low price. Less for much less almost always there is such a product: not very good quality, prices will be lower. Few things are needed for each and affordable, the best, in many cases, consumers are not willing to be satisfied with the best performance, or to give up some of the low prices of those fancy things. For example, many travelers find the hotel do not like the unnecessary additional cost, such as swimming pools, cable TV, a subsidiary of the restaurant side or pillow mint. Motel 6 motel chains, such as the abolition of a number of such services, 16 lower fees. More lowquality lowcost refers to the location with lower prices to satisfy consumers with lower performance or quality requirements. For example, Family Dollar and ollar General stores at low prices to sell a lot of cheap goods. Sam39。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 a very low ticket prices, but not the supply of things, not the allocation of seats, there is no travel agent. Of course, more for less must be the success of the value of the position of many panies that claim to do so. For example, Dell Computer that, given the level of performance, their lower prices and better products. P amp。 G39。s laundry agent claims to be the best cleaning ability, the price is not high. In the short term, some panies will be able to achieve such a high starting point position. For example, Home Depot has just opened, have the best products and services, and with the local hardware store and other household goods stores, the price is lowest. However, in the long run, panies will find the best of both worlds insist on this position is difficult. In general, the cost will be highquality, which makes low mitment is very difficult to achieve. Trying to do a good job of both panies will be lost to focus more clearly on the one hand, to a petitor. For example, in the face of workers with disabilities easy petition, Home Depot would have to decide in the petition on service excellence, or at a lower price petition. As we all know, each brand must be of service to its target market demand for positioning strategy. High quality at high prices to attract a target market, and more lowquality lowcost to attract other target markets, and so on. As a result, in any market, usually for a number of different panies to provide space for each pany to successfully occupy a different position. It is important for each pany must design its own success hungry positioning strategy, specialized services to its customer goals. With the same price will not bring any petitive advantage, it will only make the pany was caught in. In three of the failure of the value of the program ( the same highvalue, highvalue lowquality and lowquality with the price), the pany is doomed to fail. Under such circumstances, customers will 17 soon realize that they lose the will to the other, and to abandon the brand. 3 Communication and transmission of the selected location Once the pany has selected a location, the pany must take effective measures to promote the objectives of this customer orientation. All of the pany39。s marketing mix to support the positioning strategy, positioning the pany needs real action and not just empty talk. If the pany in a better position and the quality of service, it must be done in accordance with this position. Marketing mix (product, price, promotion and distribution) in the design, essentially refers to a planning strategy and tactical details of the location. As a result, the implementation of the high price must be aware of their position on the production of highquality products, the development of highpriced, highquality dealer for distribution, and select highquality advertising media. The pany must hire and train more staff and services to choose a good reputation retailers and design of their superior quality publicize the sale and advertising information. Here the