Therefore, the essence of market positioning is to find out the differences between the products of this enterprise and those of competitors-these differences should be what consumers need, important to them but less or unsatisfied, and make these differences reach consumers effectively. Because market positioning studies how to enter the target market, it is also called product positioning. At the same time, market positioning is an attempt to establish a competitive advantage, so it is also called competitive positioning.
Market positioning refers to what kind of marketing methods, products and services an enterprise will provide in the target market after determining the target market, so as to distinguish it from its competitors, thus establishing its corporate image and gaining a favorable competitive position.
The process of market positioning is the process of enterprise differentiation, how to find differences, identify differences and show differences.
Now there are too many similar products, how do consumers choose? What are the reasons for consumers to buy? Rely on the effective positioning of enterprises to solve it.
Positioning was first put forward in the advertising industry, emphasizing that advertising should leave a certain position in the eyes of the audience, and people often like preconceptions; If an enterprise can establish a certain position in the hearts of your target customers and give consumers a reason to buy, it can often be in a favorable position in the competition.
Market positioning was put forward by American marketing experts AL Ries and Jack Trout in 1970s. Its meaning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market. Market positioning can be divided into repositioning existing products and pre-positioning potential products. The repositioning of existing products may lead to changes in product name, price and packaging, but the purpose of these appearance changes is to ensure that products leave an image worth buying in the minds of potential consumers. For the reservation of potential products, marketers are required to start from scratch, so that the product functions can truly meet the selected target market.
What is market positioning and what is the target market? 1. Market positioning is the positioning of enterprises and products in the target market.
Secondly, its main contents are:
Product positioning: pay attention to product entity positioning quality/cost/function/efficiency/reliability/usability/style/-
Enterprise orientation: that is, corporate image shapes brand/-employee's ability/knowledge/speech/credibility.
Competitive positioning: determine the market position of the enterprise relative to its competitors.
For example, 7-up soda is called "non-cola" in the advertisement, suggesting that other cola drinks contain caffeine, which is harmful to consumers' health.
Consumer positioning: determine the target customer base of the enterprise.
Third, the target market refers to the optimization process of the "vector" of enterprise marketing activities and the "target" of market direction in multiple "sub-markets" after market segmentation.
Four, the main characteristics of the target market:
According to the characteristics of consumers, the whole potential market is subdivided into several parts, and according to the characteristics of products themselves, various marketing strategies are comprehensively used to select one or several consumers as the sales target, which is the target market.
Enterprises choose consumer groups as marketing targets.
The listing of a commodity can only meet the needs of some people in society.
References:
:baike . haosou ./doc/ 13 178 1 1- 1393 192。
Market Positioning Analysis What is market positioning? After the target market scope is determined, the enterprise will position the target market. Market positioning refers to the marketing activities that enterprises determine how their products approach customers after fully understanding and analyzing the position of competitors in the target market. Market positioning is an important marketing concept put forward by Al Rice, the research capital of America, in 1970s. The so-called market positioning means that an enterprise creates a strong and distinctive personality for its products according to the competition situation of similar products in the target market and the degree to which customers attach importance to certain characteristics or attributes of such products, and vividly conveys its image to customers in order to gain their recognition. The essence of market positioning is to strictly distinguish this enterprise from other enterprises, so that customers can clearly feel and realize this difference, thus occupying a special position in customers' minds.
Market positioning can be divided into repositioning existing products and pre-positioning potential products. The repositioning of existing products may lead to changes in product name, price and packaging, but the purpose of these appearance changes is to ensure that products leave an image worth buying in the minds of potential consumers. For the reservation of potential products, marketers are required to start from scratch, so that the product functions can truly meet the selected target market. When positioning the market, a company should understand the characteristics of competitors' products on the one hand, and study the importance consumers attach to various attributes of products on the other hand, and then analyze them according to these two aspects, and then choose the characteristics and unique image of its own products. Contents of market positioning: 1, product positioning: positioning quality/cost/characteristics/efficacy/reliability/usability/style around product entities /-2, enterprise positioning: that is, building brand by corporate image/-employee's ability/knowledge/speech/reputation 3, competitive positioning: determining the market positioning of enterprises relative to competitors, such as 7-up soda, which is called in advertisements. 4. Consumer positioning: another way to determine the target customer group of an enterprise is product positioning, target market positioning and competitive positioning.
What is TM advertising? What is its market positioning? TM advertising is a form of online advertising based on content positioning.
TM is such an advertising platform, which can automatically place accurately positioned text advertisements and picture advertisements according to websites and website contents. These advertisements are arranged so close that readers will find them really useful.
This is a new advertising model similar to affiliate marketing. All advertisers who join Google WebSearch in their own websites and participate in Google AdSense TM can use AdSense to place targeted advertisements on the search results page. So as to help alliance members choose the advertisements that best suit their website style and product style. With the help of AdSense, members of the alliance can increase advertising revenue without paying other costs, and with a little effort.
What is the target market positioning of network marketing? The target market positioning of network marketing is to choose the position of competitors' products in the market, create certain characteristics for their products, shape and establish a certain market image through various comparisons and combined with their own conditions, so as to form a special preference for their products in the eyes of target customers through the network platform. Its essence is to gain the competitive advantage of the target market, determine the appropriate position of the product in the eyes of customers and leave an impression that it is worth buying, so as to attract more customers.
How to determine the enterprise's network marketing strategy is of great significance for enterprises to establish market characteristics that are beneficial to enterprises and their products, limit competitors, meet customer preferences and improve competitiveness in the marketing strategy system.
Market segmentation of network marketing
There are thousands of consumers in the online market, and they are increasing rapidly. They have their own psychological needs, lifestyles and behavioral characteristics. The purchasing mentality of industrial products and civilian products is very different. As far as sensitive industries in China are concerned, there is a great difference only from the demand of users for various sensitive components and sensors. If users buy sensor cores, some are made in China and some are imported. Some pursue high prices regardless of the availability, sufficiency and practicality of quality; Some people pursue low prices, regardless of the practicality of products. Different enterprise systems and properties have different purchasing mentality, and there are obvious differences between state-owned enterprises and private enterprises. Factors such as interest tendency, professional ethics, work role and management system constraints of purchasing personnel are the key points that need to be carefully analyzed in marketing. In terms of civilian clothing, consumers' demand for clothing varies greatly. Some people buy fashionable clothes at a high price in pursuit of fashion, while others buy expensive, high-quality and elegant clothes in order to show their identity and social status. Some people buy fashionable clothes because of low income or the pursuit of simplicity. Enterprises are facing the diversified needs of consumers. Due to the limitation of manpower, material resources and financial resources, it is impossible to produce all kinds of products that meet the different needs of all customers, and it is impossible to produce all kinds of products that meet all the needs of consumers.
In order to improve the economic benefits of enterprises, it is necessary to subdivide the market. The demand difference of network consumers is the internal basis of network market segmentation. As long as there are more than two consumers, the market can be subdivided according to their different needs, habits and buying behaviors. Moreover, in the market competition, an enterprise cannot occupy an absolute advantage in the whole marketing process. In order to compete effectively, enterprises must evaluate, select and concentrate the market that can give play to their comparative advantages, which is the external compulsion of market segmentation, that is, its necessity.
After market segmentation, each market becomes small and specific, the scale and characteristics of market segmentation are obvious, and the needs of consumers are clear. Enterprises can formulate different marketing mix strategies according to different commodities to meet the changing needs of consumers. Otherwise, without market segmentation, the marketing mix strategy will be aimless.
Target market positioning principle
The basic principle of network market positioning is to grasp the existing concepts in people's minds, open the door of customer association, and make the products it provides occupy a favorable position in customers' minds. So the starting point of positioning is the consumer psychology of netizens. As long as we grasp the consumer psychology of netizens and spread this positioning to the target netizens through appropriate means, we can get better marketing effects.
In the virtual market, just doing this is not enough. After all, psychological positioning needs to be fulfilled and become the actual positioning of the product. While mastering the consumer psychology, we should also ponder the product, so that the psychological positioning of the brand can match the functions and interests of the corresponding products, and the positioning can be successful.
Positioning needs the close cooperation of the company's market research, positioning planning, product development and other related departments. Careful analysis of the connotation of positioning is not difficult to find that positioning is to occupy a favorable position in the minds of consumers, and this "favorable position" is of course relative to competitors. From this perspective, positioning should not only grasp the psychology of consumers, but also study the advantages and disadvantages of competitors.
Therefore, the target market should meet the following two conditions:
(1) All netizens in the target market must have several basically the same conditions, such as income, education level, occupation and consumption habits. , so as to clearly define the scope of the target market.
(2) The target market must have a certain market scale. Because the purchasing power of a small target market is correspondingly small, it is not worth the loss to invest too much.
In practice, network marketers should pay attention to the following positioning strategies.
1. Initial positioning and repositioning
Initial positioning means that when a newly established enterprise or new product enters the virtual market, the enterprise must start from scratch and use all marketing combinations to make the product characteristics truly meet the selected target market.
Relocation, that is, secondary positioning or repositioning. It means that the enterprise has changed the product characteristics and the original impression of the target customers, so that the target customers have a new understanding of the new image of their products. Repositioning is very important for enterprises to adapt to the market environment and adjust their marketing strategies. Under normal circumstances, even if the initial positioning of products in the market is appropriate, it is necessary to consider repositioning in the following situations: First, there are strong competitors near the product positioning of this enterprise, which has occupied part of the market of this enterprise brand, resulting in the shrinking of the product market of this enterprise and the decline of the target market share of the brand; Second, consumers' preferences have changed, from liking their own brands to liking competition% d.
What is market positioning? Market positioning refers to what kind of marketing methods, products and services an enterprise will provide in the target market after determining the target market, so as to distinguish it from its competitors, thus establishing its corporate image and gaining a favorable competitive position.
The process of market positioning is the process of enterprise differentiation, how to find differences, identify differences and show differences. Now there are too many similar products, how do consumers choose? What are the reasons for consumers to buy? Rely on the effective positioning of enterprises to solve it.
Positioning was first put forward in the advertising industry, emphasizing that advertising should leave a certain position in the eyes of the audience, and people often like preconceptions; If an enterprise can establish a certain position in the hearts of your target customers and give consumers a reason to buy, it can often be in a favorable position in the competition.
Types of market positioning:
Market positioning is a multidimensional concept with many types: product positioning, brand positioning and company positioning; New positioning and repositioning; Functional orientation and psychological orientation; Competitive positioning, such as market leader, market challenger, market follower and market niche. This paper mainly analyzes the positioning of the first two.
① Product positioning, brand positioning and company positioning.
These are the three levels of enterprise market positioning.
Product positioning is to position a specific product in the minds of consumers, so that once consumers have similar needs, they will associate it with the products of a certain commodity produced by enterprises. It is the basis of enterprise market positioning, and enterprises must make a fuss about several aspects of products.
When a well-known brand represents many products, product positioning and brand positioning are different. Brand positioning must be based on product positioning. However, once the brand positioning is successful, as an intangible asset, the brand will be separated from the product and its value will be displayed separately (its value is even much higher than the value of the product itself), which is the guarantee of product marketing to a certain extent.
The company is positioned at the highest level of enterprise market positioning steps. Enterprises must first locate their own products and brands in order to establish a good image of the company in the public; At the same time, the success of company positioning has also promoted and strengthened the positioning of the first two levels.
② New positioning and repositioning.
Product differentiation is a means to achieve the goal of market positioning. Without product differentiation, there will be no competitive products and no substitute products in the same target market. There will be no matching products. So there is no market positioning. When positioning market segments, it is required to use both market segmentation and product differentiation strategies. The difference between market segmentation and product differentiation is that the former focuses on market demand and develops different products according to the demand characteristics of different customer groups, so it is a market-oriented strategy; The latter focuses on the existing products, making them have certain characteristics to distinguish them from competitors' similar products, so it is a product-oriented strategy. Enterprises choose the target market based on market segmentation, which is the application of segmentation strategy; However, in order to implement market positioning in target market segments, it is necessary to use product differentiation strategy. It can be seen that segmentation, positioning and differentiation are all components of marketing strategy. The understanding of opposing differentiation and differentiation does not meet the requirements of modern marketing, which hinders its putting into practice. The steps of market positioning To realize the market positioning of products, we need to identify the potential competitive advantages, position the core advantages of enterprises, and formulate strategies to give full play to the core advantages. ① Identify potential competitive advantages. This is the basis of market positioning. Usually, the competitive advantage of an enterprise is manifested in two aspects: cost advantage and product differentiation advantage. Cost advantage enables enterprises to sell products of the same quality at a lower price than their competitors, or sell products of higher quality at the same price level. The advantage of product differentiation refers to the advantage that the unique functions and benefits of products can meet the needs of customers, that is, enterprises can provide the market with the ability to better meet the needs of customers than competitors in terms of quality, function, variety, specifications and appearance. In order to achieve this goal, enterprises should first conduct standardized market research to truly understand the characteristics of the target market demand and the degree to which these needs are met. Whether an enterprise can understand customers more deeply and comprehensively than its competitors is the key to gain competitive advantage and realize product differentiation. In addition, enterprises should also study the advantages and disadvantages of their main competitors and know ourselves, so as to be invincible. We can evaluate competitors from the following three aspects: First, we can estimate their sales, profit rate, market share and return on investment. In the last three years; The second is to evaluate the core marketing ability of competitors, mainly including the level of product quality and service quality; The third is to evaluate the financial ability of competitors, including profitability, capital turnover and solvency. (2) the orientation of enterprise's core advantages. The so-called core advantage is compared with the main competitors (such as product development, service quality, sales channels, brand awareness, etc. ), you can get obvious advantages of different interests in the market. Obviously, the acquisition of these advantages is closely related to the marketing management process of enterprises. Therefore, when identifying the core advantages of an enterprise, we should classify all the marketing activities of the enterprise, compare and analyze the main links with competitors from the aspects of cost and operation, and finally locate and form the core advantages of the enterprise. (3) Develop strategies and give full play to core advantages. The core advantages of enterprises in marketing will not be fully displayed in the market automatically. In this regard, enterprises must formulate a clear market strategy to fully demonstrate their advantages and competitiveness. For example, through advertising, the strategic positioning of core advantages is conveyed, so that the core advantages of enterprises gradually form a distinct market concept, which is consistent with the needs and interests pursued by customers.