Positioning to avoid dislocation.doc

 PAGE \* MERGEFORMAT 14 Positioning to avoid dislocation For Chinese enterprises, the ‘location’ is a word, both familiar and strange. Are familiar with is because we have actually experienced a ‘location’ hot, I believe that many people certainly have the bookshelves Ries and Jack Trout’s ‘positioning’ a book; and unfamiliar is because the vast majority of people just join in the fun, there is no in-depth study, or simply possessed by the Devil, it did not really grasp its essence. Thus, in the Chinese enterprises, ‘location’ place ‘misplaced’ phenomenon is not uncommon, many products and brands, from a wrong starting point for efforts to move towards the right end, unfortunately, caught ‘riding a tiger’ or ‘passive attitude’ or embarrassing situations. 1, ‘location’ What is the essence? If the term to be a simple explanation, it can be said that no one was ‘targeted’ wonderful book can give the answer. Therefore, in this do not have to say, but to explore the positioning of the substance. Experienced a bumpy road of more than ten years, Chinese enterprises finally acutely aware of the importance of marketing strategy. Therefore, people have begun to acknowledge the marketing strategy and tactics is more important than marketing, and summed up a clear sorting: strategy first, second and tactics. Then, the core of marketing strategy in the end what is it? I believe that none other than location. Because the marketing strategy to address the biggest problem is to give enterprises a platform for sustainable development, positioning, just able to do this. Can be explained from two perspectives: 1, from the customer point of view. As social and economic development in the market, customers can choose the product more and more, from brand to the species, dazzling, dizzying. However, the process of buying the product is becoming shorter and shorter, consumers of the brain is difficult to collate so much information, you must make a purchase decision in a shor