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定位理论认为,真正的定位就是品牌定位。它的一个重要观点是认知大于事实,它在营销史上第一次指出,营销的终极战场并非工厂也并非商场,而是潜在顾客心智。如今,中国市场竞争整体上已经进入心智时代,但中国市场是一个发展极不均衡的市场。互联网、移动互联网浪潮汹涌,以前所未有的力量颠覆了很多经典的商业理论、传播理论,互联网丰富了商业形态、创新了商业模式、改变了商业趋势,但它并没有改变商业本质。互联网也在影响着人们的思维模式、认知模式、消费模式,但它没有改变人们的心智模式。因此,在互联网时代定位理论仍将发挥重要作用。
Positioning theory that the real positioning is the brand positioning. One of its key points is that awareness is greater than fact. For the first time in marketing history, it points out that the ultimate battlefield of marketing is not the factory or the mall but the potential customers’ mind. Today, competition in the Chinese market as a whole has entered the era of intelligence, but the Chinese market is an extremely unbalanced market. The surging tide of the Internet and mobile Internet has overturned many classic business theories and dissemination theories with unprecedented strength. The Internet has enriched the business pattern, innovated the business model and changed the commercial trend. However, it has not changed the nature of the business. The Internet is also affecting people’s thinking patterns, cognitive patterns, consumption patterns, but it does not change people’s mental models. Therefore, the positioning theory in the Internet era will still play an important role.