营销文献（The marketing literature）.docVIP

营销文献（The marketing literature） ? ? Philip kotler, described as the godfather of modern marketing, is fixed in his marketing management The definition of position is: positioning is the design of the companys supply and image, thus making it occupy a unique position in the mind of the target customer. [2]? ? ? Chinese scholars Wu Jianan think positioning is the enterprise products and image planning behavior, the purpose is that it is in the target customers psychological occupies a unique valuable position. The market positioning is also known as product positioning and competitive positioning, is based on competitors in market segmentation, existing products in the market place and customers to the product value a certain attributes, creates the enterprise products and a variety of distinct personality, image and passed to the target customers, the product has a strong competitive position in the subdivided market. [3]? ?? Zhou Ming, a Chinese scholar, believes that the ultimate goal of service enterprises in market positioning is to provide differentiated services, which differentiate them from their competitors. [4] But break the rules and stereotypes? Emphasize the feel of positioning ideas, positioning is not a kind of logic programs, orientation is not only the natural deduction rules and algorithm produced, in locating at the same time, also illustrates the positioning of the mixed trap? [5]. ? ????? ????? ? In 1971, David Beckham, a famous American advertising expert, said: For the first time, oogway put forward the advertising positioning theory. ? [6]  he thinks advertising positioning is to use advertising to find a position in the minds of consumers. The first thing that advertisers do is to determine the location of their products in the market. only the right place is the most important step for effective sales. location is a hot topic for marketing professionals, but for this one ? ? The definition of the word is not a word. My own definition is, wh