Positioning of the spread of the process of gradually moving away from customer.doc

 PAGE \* MERGEFORMAT 8 Positioning of the spread of the process of gradually moving away from customer Marketing practice can not do without theoretical guidance, especially in the early stage of product planning and mid-term extension phase. To this end, there have been masters in the history of famous left of the classical theory and the study concluded. No more than three kinds of advertising strategy: USP strategy (劳斯瑞夫斯 ), brand strategy (David Ogilvy), and positioning strategy (Rees / trout), and in a number of university business schools call it marketing The three stages of development. This shows that the positioning strategy is undoubtedly the highest stage of marketing activities and the most effective means, so that the ‘marketing orientation must be talking about’ the point, market positioning, product positioning, image positioning, advertising and positioning a series of names of people simply overwhelmed. 1 out of marketing programs, almost all the business owners get confused, let alone the consumer. Positioning, Rees and trout in the writings of means: through a series of marketing communications activities so that your product / service / experience in the consumer’s memory to occupy a unique position. Typical case, one of the U.S. Avis car rental company’s second child strategy, ‘although we finished second, so we work harder, where you do not need rental queue’; of the two, seven-up companies in order to compete with the taste and Pepsi was part of the market share by adopting a differentiated strategy, ‘seven-up, non-cola’. To this end, we can easily see that the so-called positioning strategy is just a communication strategy. In marketing activities, whether to adopt the positioning strategy, or whether to adopt two other strategies will need to see a competitive environment. If the flat edge of your competitors, then you only need to be able to USP, and save money and effort; however, this situation only 20 years ago, they exist in