市場(chǎng)定位策略外文翻譯-其他專業(yè)-文庫(kù)吧資料
2025-01-27 10:59本頁(yè)面
【正文】 0）因此，制定營(yíng)銷方案，確保市場(chǎng)營(yíng)銷組織的決策和支持是一致，都是依靠定位（阿克爾 1982年）。定位決定目標(biāo)的品牌涉及配售的方式，使得目標(biāo)市場(chǎng)認(rèn)為它不同于并優(yōu)于競(jìng)爭(zhēng)對(duì)手（克勞福德 1985；科特勒 2021；邁爾斯 1996年）。 STP模型的最后一步是定位，在邏輯上被定義于遵循適當(dāng) 的目標(biāo)細(xì)分市場(chǎng)。在一般情況下，一個(gè)品牌能以最好的方式得到滿足，營(yíng)銷人員是細(xì)分的重要關(guān)注環(huán)節(jié)（科特勒 2021）。這項(xiàng)評(píng)估主要是基于本部門(mén)的整體經(jīng)濟(jì)吸引力以及公司的目標(biāo)和公司資源狀況（科特勒 2021）?？傮w而言，韋德認(rèn)為“產(chǎn)品定位的真正價(jià)值在于只有當(dāng)定位并與適合的市場(chǎng)細(xì)分策略相互融合”（ 1982年，第 79頁(yè)） STP模型的第二個(gè)步驟是目標(biāo)市場(chǎng)的選擇，定位評(píng)估在細(xì)分過(guò)程中起決定性作用，其中商圈的目標(biāo)是公司應(yīng)該競(jìng)爭(zhēng)的 各個(gè)環(huán)節(jié)。市場(chǎng)細(xì)分依據(jù)著（并因此齊性用語(yǔ)）各種消費(fèi)特點(diǎn)，如人口結(jié)構(gòu)，生活方式，行為模式，需求，價(jià)值觀以及其他特點(diǎn)等（見(jiàn)威德?tīng)柡顽爞}(cāng) 2021年；有關(guān)概述邁爾斯 1996年）。” 市場(chǎng)細(xì)分是必要的，因?yàn)榇蟛糠郑赡苋浚┦袌?chǎng)并非一塊鐵板，相對(duì)的商圈是均勻的，企業(yè)都希望他們具備一定的條件或者可以提供類似的服務(wù)產(chǎn)品（邁爾斯 1996年，第 16頁(yè)）。在這個(gè)模型的第一步是市場(chǎng)細(xì)分，涉及成數(shù)的相互排斥市場(chǎng)，異構(gòu)市場(chǎng)，即同質(zhì)群體（也稱為節(jié)段）。s mind through marketing mix strategy (the 4Ps). The brand image must reflect the most important benefit(s) that the target customers want. To position your brand in a target market, you first conduct positioning research to create a perceptual map of peting brands in the target 5 原文題目：《從消費(fèi)者鏡頭看待品牌定位》 作者 ： Christoph Fuchs 原文出處 :2021,Wien,18 從消費(fèi)者鏡頭看待品牌定位 品牌定位在市場(chǎng)營(yíng)銷中的地位 品牌定位是一個(gè)傳統(tǒng)的概念，并作為是市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)和定位模型的一部分。s relative business strengths. Finally, positioning is the process of designing product offerings and developing strategic marketing programs which collectively create an enduring petitive advantage in the target market. The concept of target market strategy especially positioning is wellknown and widely accepted by most marketing practitioners especially consumer goods managers as useful A theoretical concepts in formulating marketing mix strategy. In practice, however, marketers tend to bypass formal positioning and go directly to formulate marketing mix strategy. This may be due to the fact that these managers do not know how to obtain perceptual maps, which are maps that show the positions of products on a set of primary customer needs. The objective of this paper is to demonstrate a practical way for marketing practitioners to obtain perceptual maps for positioning and marketing mix strategy formulation. Specifically, perceptual mapping and its relation to positioning are first discussed. This is followed by discussion of statistical techniques that can be used to create perceptual maps. Finally, a example of positioning process by factor analysis is demonstrated. Target Market Strategy 4 Target market strategy is the process of identifying one (or more target markets) and its (or their) unique positioning(s). Target market strategy consists of (1) market segmentation, (2) targeting, and (3) positioning. Market Segmentation Market segmentation is the process of segmenting a heterogeneous potential market into a few or several homogeneous segments. In other word
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