Positioning Theory Breakthrough (Part Two).doc

 PAGE \* MERGEFORMAT 14 Positioning Theory Breakthrough (Part Two) In the last chapter ‘positioning theory, Yun-sheng’ an earlier version, introduced 70 years A * Rees and J * Trout on the proposed location. 20 years, as the market has become more sophisticated and consumers change in concept, positioning theory in practice, constantly enriched and developed. In 1996, J * Trout and S * Rui Wei Jin co-published a ‘new position’ a book. This is the latest achievements in the development of positioning theory. Insiders of the book got mixed reviews. Some commentators have suggested that it is just ‘old wine in new bottle’, though the name of the new location, but in fact did not propose new theories, perspectives. In the book, the author also stressed that ‘location is not the product itself, and in the hearts of consumers’ changing the original concept and at the end. However, inherited the original theory based on the theory of their position further to add and improve, more emphasis on it in practice application skills. Especially in light of the needs of the times. Focusing on the consumer’s in-depth study and understanding of more in-depth excavated consumer acceptance of psychology, pointed out that consumers thought the top five model for the dissemination of communication and remove barriers to more effectively position in marketing power. In this sense, it did make a breakthrough. With the ‘IM C’ (Integrated Marketing Communication), etc. Comparing a new generation of marketing theory, ‘location’ remains the most commonly used in the current spread of communication, the influence can not be ignored. Only in 1994, it reached the United States of publications referenced 17000 times. ‘New location’ self-publishing has caused no small echo, its role and value do not be underestimated. The following will focus on ‘new position’ of the first chapter, introducing its breakthrough. And analysis of its positioning applications. First, the consumer mind - th