Positioning is not a Dinghaishenzhen.doc

 PAGE \* MERGEFORMAT 7 Positioning is not a ‘Dinghaishenzhen’ In this position age, location has penetrated into all aspects of marketing, such as market positioning, consumer targeting, product positioning, advertising positioning, brand positioning, it seems that the whole is a series of targeted marketing campaigns, resulting in extremes meet. Now has become a marketing positioning abuse, misuse and misunderstanding of one of the most terms, as if entering a location ‘Great Leap Forward’ of the times, surely you for those endless long been obsessed brand positioning theory, a! This phenomenon can not but arouse people’s reflection, and thus raises the following questions: questions about the theoretical basis for the original location still apply? Locate there any other negative effects? This is the brand managers must study and to answer questions. 1. In fact, the bit is set, gone Positioning theory began in 1970, the United States, which is the stimulation of human thought and reflection models built. At that time, many regard the mental model the human brain compared to the composition of the computer components, namely, the path drive system. The system will be released in the brain in certain channels and space for the storage of the concepts and ideas, and to menus and commands as its guide to action. Therefore, the initial positioning of the theoretical basis that: the human brain will be set aside certain things for each channel and space, and will continue to retain does not automatically ‘eliminate’. And so on, it will be a long-term as well as for products and brands will always reserve a space. Thus, positioning theory, can be popular, it also has given the brand owners have tasted the sweetness of the sweetness even though they are constantly increasing the cost of advertising or market inputs, but its the truth finally be positioned overshadowed by the success of the halo. However, the passage of time, then, as positioning is based on the