About On the enterprise market positioning and marketing strategy毕业论文翻译.docx
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About On the enterprise market positioning and marketing strategy毕业论文翻译.docx
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AboutOntheenterprisemarketpositioningandmarketingstrategy毕业论文翻译
AboutOntheenterprisemarketpositioningandmarketingstrategy
Papermarketpositioninginthemarketplayavitalroleinproductmarketing,itisoftenthefirststepinthispaperanalyzesthecontentandtheneedformarketpositioning,andexpoundsthemarketpositioningofthefourstrategies,namely:
thefirststrategy,turnoverstrategies,characteristicsstrategyandre-positioningstrategy.
PaperKeywords:
marketpositioningmarketingstrategyInhumanshasenteredthe2lcentury,therapiddevelopmentofinformationscienceandtechnology,consumptionpatternschangedramaticallymodernmarketconditionsbecomemorecomplexandfiercelycompetitivemarket.Enterprisemanagersareincreasinglyconsciousoftheneedtoestablishamarketing-leadingmarketingmanagementmechanismtotestthesuccessofenterprisesofallstandardseventuallyworkonthefirstbusinessexperienceinmarketingisthe‘marketpositioning’problem.
First,themarketpositioningofthecontentSimplyput,marketpositioningisthefirstsetinwhich‘market’and‘where’andchoosewhichgroupsofsalesofthecompany’sconsumerproductmarketisstillinthemarketsoftheNorthSouth?
Inurbanmarketsorintheruralmarket?
Isinabigcitymarketorinsmallurbanmarkets?
Specifically,marketpositioninginclude:
First,thetargetmarket.Enterprisemustbedeterminedaccordingtotheirownadvantagelockthetargetmarket,whichisthebiggesttaboowhatthemarketwantstodobusinessenterpriseresourcesdispersedleadingtoenterprisesinthevarioustargetmarketshavefailedtoaccomplishsomething.
Second,positioningthecompanytoestablishacorporatebrandbusinessproductsareoftensoldwiththebrandcloselyassociatedwiththecustomerrecognitionofyourproduct.Actuallyrecognizedthebrandfromthebeginning.Brandpositioningmustbepositionedasthetomboftheproductbyproductbasis,butoncepositionedtoachieveasuccessfulbrandpositioningandbrandasanintangibleassetwilldisplaytheirproductsfromastand-alonevalueofagoodcorporateimageandhighsocialstatusshouldnotonlyberecognizedbyconsumersandcompaniesshouldbeconcernedwithallpersonsandinstitutions,includingaccreditedsuppliers,wholesalers,retailers,government,newsagencies,etc.Allaspectsofcompanyactivities-products,production,marketing,advertising,prices,etc.willalsohaveanimpactonthecompany’spositioning.
Third,theproductpositioningProductpositioningisaspecificproductpositioninginthemindsofconsumershavesimilarneedsasconsumerswillthinkofthisbrandofproducts.Positioningproductpositioningisthetombofallthefoundationbecausethecompanyeventuallysoldoutistheproductofthecompany’sconsumerproductsasamediumofrecognitionisnottheproductthroughthemindsofconsumersdonottalkaboutthedistinctiveimageofthebrandandthecompany’sdistinctiveimageinthemindsofconsumers,suchaswhenpeopletalkaboutlarge-scalecomputer,thereisnodoubtthinkofIBM’s:
Speakingofaircraft,andimmediatelythoughtofBoeingandmore.
Second,theneedformarketorientationTodaytoomanysimilarproducts,howconsumerschoose?
Consumerstobuywhatisthejustification?
Effectivepositioningbycompaniestosolve,sopositioningisofgreatsignificance,whichmainlyreflectedthenecessityofmarketing:
First,tostrengthentherelevanceandnowmoreandmorepeoplepayattentiontothepurchaseandconsumptionofpersonality,thereisabigdemandfortheproductdifferences,therefore,companiesshoulddeterminethespecifictarget.Theserviceobjectpositioningonthepremisethatthemarketforfinedividedbyreasonable,rigorousmarketsegmentation,companiescansegmentthemarketontheconsumerdemandandmarketcompetitionconditionstobecompared,sothatbothcanunderstandandgraspthecomparisonresultsaccordingtovarioustargetmarketsegmentsdemandsatisfactionAtthesametimewecanseetheadvantagesanditsdisadvantages,whichwillhelpenterprisestoadopttherightmarketingmeasures.
Second,toenhancecompetitiveness.Anybusinesshasitsownstrengthsandweaknesses,strengthsandweaknesses,accuratemarketpositioningwillhelpcompaniesavoidweaknesses,advantages,andthuswinthecompetitionifthereisnoclearposition,identifystrengthsandweaknessesinthemarketblindlyattack,islikelytoleadtomarketfailure.todeterminethecompany’smarketpositionrelativetocompetitors,businessproductsandcompetitorstoaccuratelyanalyzeproductcostandqualityadvantagestotheadvantageofdisadvantageagainstcompetingproductsdominatethemarket.
Third,thedevelopmentofnewmarkets,moreandmoreentrepreneursareaproductofseveralyearsofnochangeinthemarketisstillabletomaintainamonopolyoroligopolypositionofthedaysaregoneandnowlifemoreproductsinthemarketTheshorterproducteverytwoyearstoupgradefouryears,thephenomenonofgenerationitisnotuncommon.therealmarketsegmentationisnottodividetheultimategoal,buttodiscover‘virginmarkets’fortheultimategoal.Enterprisesthroughmarketsegmentation,youcanmasterthedifferentneedsofconsumers,andtherebyfoundornotfullymeettheunmetneedsofthemarket.
Fourth,theoccupationofbusinessareas.Asthepeople’sdesiresareendless,anddemandisdiverse,therefore,anybusiness,includingthelargestcompaniescannotmeetalltheneedsofbuyers,butonlytomeettheirneedsaspartofthisend,companiesmustmeettodeterminetheWhatneeds.Inotherwords,todeterminethecompany’sbusinessareas,suchaspeoplemention‘oneimage’photography,theyimmediatelythinkofPolaroidCorporation,whenpeopletalkaboutthecopier,theywillthinkofXeroxCorporation.turnaffixedtothefreedownload
Third,marketingpositioningstrategyMarketpositionisexpectedtobeinthemindsofconsumersfoundthattherearestillblindspotsinthemarkettoidentifymarketgapsstillexist.Positioningisnotjustyourproducttodobutyouexpectconsumerstodo.Inotherwords,youareexpectedtobeinthemindsofconsumerstotheproductpositioning.Theendresultisapositioningoccupythemindsofconsumerscannotbereplacedinthepositionofthebrandimageembeddedinthemindsofconsumersoncethememory-relatedneedsoftheconsumeropensthedoor,thedoortothewhite,however,Lenovothoughtitnatural.
First,thefirststrategy-ifeachindustryineachtargetmarkethasanumberofrecognizedcompaniesinthefirstplacetheyoccupythechiefofthespecialpositionbecauseofthisirreplaceablefirstreactioneffect,resultinginmanycompaniesadeliberateattempttotooccupythefirstplace.Notethatthiscanbethefirstandthefirstdifferenceinnature,notnecessarilythesizeofthelargestnon-importantattributeinsomevaluablefirstmadeinselectedpositionwinonthefirsttargetmarketforexample,onthebeveragemarketintheworldastheemerging‘Pepsi’ontheuseofguardstoenterthemarketstrategy,‘YouaremyCokeisCoke,’facetofacewiththeCoca-Colalaunchedacontesttowinthefinaltomaketheiraplace.HEDYsoftdrinkmanufacturersarenotthefirstbutitisthefirstnon-colabeverages.Inthiswaythebrandcanbeengravedinpeople’sminds,regardlessofhowtheotherbrandsadvertisingtoconsumersasthetorrentofthesamebombing.
Second,theturnoverstrategyistofindthe‘marketgap’takeadvantageof,whichisastrongcompetitorforthemarkettoavoidthepositioningmode.Companiesarenotdirectconfrontationwiththeirrivals,theirhomeisscheduledforamarket‘gap‘openupnewmarkets.Thispositioninghastheadvantage:
theabilitytoquicklygainafirmfootholdinthemarket,andinthemindsofconsumersassoonaspossibletoestablishacertainimage,suchastheUnitedStates,specificallytargetingchildrenAimsbrandoftoothpastemarketthisgap,ThusinCrest(KeleiSi,‘P&G’companyproduced)andco1gate(Colgate),twobrandsoftheworldsystemhegemonyl0%marketshareoftoothpastemarketshare.
Third,thecharacteristicsofstrategyusingthisstrategy,positioningorstrengthofsmallandmediumenterprisesaregenerallyweakbusiness,theyhighlightthedistinctivefeaturesoftheirsuccessare:
‘TheShiSanxiangWangShouyi,’‘Wang’sandthefermentedbeancurd,‘‘olderthanthemothersauce‘andotherbrand.moretypicalisthesaleofconceptsElectroluxELECTROLUXrepeatedintheadonlytoconveyaconcept:
quietandisscheduledforl0-yearwarranty,whichmeansofitswholelifeuptol5yearsislikelyaresultElectroluxenterourmarketshareofthemarketjustoverayearintothetopl0bit.
Fourth,there-positioning.‘Positioning’wassupposedtohelpcompaniestomoreaccuratelyfindtheircompetitiveadvantage,butinpractice,manycompaniesthereisacertaindegreeof‘inertiapositioning’problem,namely:
Althoughthemarketdemandandcompetitionhavegreatchanges,butcompaniesstillfollowtheoriginalmarketpositioningandbrandpositioning,theresultsgraduallybecomeweaker.re-positioningofthisontheagendainthesecases,companiesneedtorepositiontheirproducts.Sogenerallyspeaking,re-positioningoftheenterpriseinordertogetridoffinancialdifficultiesandseektoregaincompetitivenessandgrowthofthemeans,butcanalsoberepositionedasatacticalstrategyisnotnecessarilyintroublebecausetheoppositemaybeduetothescopeofthediscoveryofnewproductmarketcaused,forexamplesomeproductsdesignedspecificallyfortheelderlyintheepidemicbeganaftertheproductwouldneedtore-loc
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