(1) product function positioning. Orientation of enterprises in specific product characteristics. Disneyland can be called the largest theme amusement park in the world. This is also a product feature, which indirectly implies a benefit that you can enjoy the most entertainment from it.
(2) Customer interest orientation. The benefits that customers get from it, the methods to solve problems and the satisfaction of needs can all make customers feel its positioning. For example, in the automobile market, Germany's "Volkswagen" enjoys the reputation of "value for money"; Japan's Toyota focuses on "economic reliability"; Mercedes-Benz is a symbol of social status.
(3) user positioning. Enterprises often try to guide their products to the right users, that is, a certain market segment, in order to create a suitable image according to market views. For example, Pepsi-Cola's positioning is "12-year-old boy to 24-year-old", which is called "the choice of a new generation".
(4) the location of the occasion. Baking soda was once widely used as household toothbrush, deodorant and baking ingredient, but now many new products have replaced some of the above functions. A foreign manufacturer began to sell them as deodorants for refrigerators and sewers, as well as deodorants for garbage and dirt. Another company sells soup with baking soda as sauce and gravy ingredients. Another company initially introduced baking soda to customers as one of the raw materials for summer drinks, and later tried to position it as a drink for patients with influenza in winter.
(5) Competitive positioning of enterprises. Faced with the coexistence of various competitive advantages, we should use certain methods to evaluate and select the most suitable competitive advantage for enterprise development. The method of choice can be to compare the scores of this enterprise and competitors in various projects (such as technology, cost, quality, service, etc.). ), and choose the best advantage project for this enterprise. For example, some cold pills without aspirin and some gasoline without lead are new types of old products, and their different characteristics should be highlighted when positioning. After determining the market positioning of the enterprise, we should vigorously publicize the positioning concept of the enterprise to potential buyers accurately to avoid misunderstanding among the public due to improper publicity: for example, the positioning communicated to the public is too low to show its own characteristics; Or the positioning is too high, which does not conform to the actual situation of the enterprise, and makes the public mistakenly think that the enterprise only deals in high-end and high-priced products; Or the positioning is vague, and it is impossible to form a unified and clear understanding among customers. For example, the same product or service, some people think high-grade, some people think low-grade. All the above misunderstandings are caused by positioning information communication errors, and marketers should pay attention to prevention.