企业的市场定位工作般应包括三个步骤.docxVIP

At present, the County personnel totaled 93,000 people, is three times times of 2010. Review the work of the past five years, the County formed to encourage innovation, innovation, participation in innovative atmosphere, a large number of innovations emerging high-level personnel leading the increasingly strong role; innovative idea further innovations gradually expanded from economic to social governance, public safety, intelligence and other areas of urban construction, innovation and talent support becomes increasingly important. Of hard work, the county levels to cherish, continue to consolidate, improve and, for the future development, to remain sober-minded, scientific foresight, courage to play. Under the influence of complicated international and domestic situation, the domestic economic situation, and General Secretary of stability, but downward pressure on large trend of differentiation and deepening of structural adjustment sums up the current situation. From Dongping actual see, Thirteen-Five during, County faced stable economic growth, and deepening structure adjustment of double task, both faced with economic total small, and per capita level low, and industry structure not reasonable, and economic development way extensive, basic situation, more has industry cluster early now prototype, and Park hosted capacity constantly enhanced, and resources traffic location advantage increasingly appeared, and cadres masses innovation venture passion 企业的市场定位工作一般应包括三个步骤:一是调查研究影响市场定位的因素，确认目标市场竞争优势;二是选择自己的竞争优势和适当的定位战略;三是准确地传播企业的定位观念。? ? (一)调查研究影响市场定位的因素? ? 适当的市场定位必须建立在市场营销调研的基础上，必须先了解有关影响市场定位的各种因素。这主要包括几下几点。? ? I.竞争者的定位状况? ? 要了解竞争者正在提供何种产品，在顾客心目中的形象如何，并估测其产品成本和经营情况。在市场上顾客最关心的是产品本身的属性(质量、性能、花色、规格等)和价格，因此，企业一方而确认竞争者在目标市场上的定位，另一方而要正确衡量竞争者的潜力，判断其潜在竞争优势，据此进行自己的市场定位。? ? 2.目标顾客对产品的评价标准? ? 要了解购买者对其所要购买产品的偏好和愿望以及他们对产品优劣的评价标准。例如，对于服装，目标顾客关心是式样、颜色，还是质地、价格;对于饮料，顾客是重视口味、价格，还是重营养成分。企业应努力搞清楚顾客最关心的问题，作为定位决策的依据。? ? 3.目标市场潜在的竞争优势? ? 企业要确认目标市场的潜在竞争优势是什么，然后才能准确地选择竞争优势