Marketing Thought and competitors to be anti-forward walk.docVIP

 PAGE \* MERGEFORMAT 5 Marketing Thought and competitors to be ‘anti-forward walk’ The results of the use of traditional marketing models, such as market segmentation, targeting, positioning, they can produce competitive advantages, which translate into business opportunities and new products, a mechanism has been mastered by domestic marketers. Almost every one keeps mentioning marketing personnel will be talking about positioning. In fact, market segmentation and positioning strategy indeed has a another product and brand, to find suitable space for their own survival and development. For example, in the milk market, there is flavor, and a variety of fruity, low sugar, and sugar-free, and low-fat, skim, and add a variety of trace elements, etc.; in the beer market, there are regular beer, light beer, draft beer, cold beer, stout, as well as bottles, cans, bulk, etc., the market so it goes on to carry out deep plowing and then the breakdown of deep plowing, so as to products and brands to find a relatively unique market space. However, the segment can continue and to what extent? When a big market divided by constantly re-divided into numerous small market, when to find a profitable market segments it becomes rather difficult. Philip Kotler in the ‘level marketing’ in the once pointed out: market segmentation and positioning strategy to expand despite the constant use of the scale, but will eventually lead to market saturation and the extreme subdivision. But in the long run, market segmentation more harm than good, and will reduce the product’s success rate. Because of the excessive fragmentation of market saturation makes the source of profits and getting smaller and smaller, barely sufficient to support a product and brand growth. At the same time, due to extreme market segmentation, the differences between the various market segments increasingly blurred, leading to products and product, brand and brand similarity between the more and more. Ability to i