Re-positioning- allows you to become a competitive leader.doc

 PAGE \* MERGEFORMAT 15 Re-positioning: allows you to become a competitive leader In a market economy since the era of the buyer, homogeneous and excessive competition, no choice but to become a local marketing sector, a basic feature. In the homogeneous competitive environment, the best way of course, product innovation, the problem is the product of substantial innovation is increasingly difficult, the need for capital and R amp;amp; D capacities are weak in terms of local enterprises, in particular. A result, various non-technical local enterprises to explore innovative strategies to become hot, the product re-positioning is such an effective, low-cost innovation. In my opinion, product positioning there are two basic connotations: First product to be able to meet the objectives of consumer demand, that is to the enterprise’s market position with the match; 2 is the product compared with competitors to be able to differentiate, but also marketing, human never forget the product’s unique selling point. So what is the product of re-position itself? Is the product not do substantial innovation in state, change the product target consumer groups (including sub-target group), or competitors, thus their products from the mire of competition, homogenization of rescue and become competitive dominant and the introduction of those. Products are many ways to re-positioning of specific, involving a wide range of scope, this article mainly from the perspective of product innovation, introducing reverse positioning, separation location, location associated with three kinds of re-positioning strategy. Reverse Positioning: the creation of an entirely new market segments (Case) For a long time, the global furniture retail giant IKEA Group (IKEA) for marketing innovation and high-speed growth in the frequency seen in newspapers. IKEA success of a variety of reasons, including the more important point on the price of furniture when it is cheap, trendy styles. However, th