Positioning theory Yun-sheng (I).doc

 PAGE \* MERGEFORMAT 16 Positioning theory Yun-sheng (I) Exists in the minds of a consumer-grade small ladder. They are the product required to queue up in a small ladder. Positioning is to find these small steps, and products to contact with a ladder. In our last articles. ‘Why do I need location’ positioning is described in the necessity and an important role. It is the broad success, and even with everyone’s daily life. Readers must therefore be anxious to locate the holy grail. To this end, we must first trace the emergence and development of positioning theory in order to locate the theory of the formation of a clear and profound understanding. Positioning theory presentation is divided into, the next, that this is the first description 70 years A * Rees and J * Trout on the proposed location. The advertising industry’s blockbuster In 1969, A * Rees (Al Ries), and J * Trout (Jack Trout) in the United States marketing magazine ‘Advertising Age’ and ‘industrial marketing’ published a series of articles, first proposed the concept of positioning. This is in marketing the advertising industry has attracted enthusiastic responses, and even set off an ideological debate. At that time it there are different assessments and opinions, can be described as the views of scene. 70 years, positioning the concept matures, developed into a more complete theory. In 1979, two master co-publishing the first monograph to determine positioning theory ‘Positioning: Psychological War’ (available in Chinese translation, called: ‘Advertising hearts and minds strategy - brand positioning’ Taiwan Liu Yi-chi translated). They claimed that the book presents a new communication methods of communication. They also claimed that:’’Positioning ‘is a concept, it has changed the nature of advertising’, ‘position has changed now by the method of playing the ad game’. After the publication of the book, readers 1:00 fight the masses, caused Luoyangzhigui. To 80 years, after 10 years