再定位让你成为竞争的主导者（Repositioning making you the dominant player in the competition）.docVIP

再定位让你成为竞争的主导者（Repositioning making you the dominant player in the competition） After the market economy entered the buyers era, homogenization and excessive competition have become a basic feature of todays local marketing industry. In the homogenization of competition environment, the best way is of course the product innovation is innovation of products more and more difficult, and the weak capability of R D funds for local businesses, especially. Therefore, various non technological innovation strategies have become the focus of local enterprises, and re positioning of products is such a practical and low-cost innovation road. The author believes that product positioning has two basic connotations: one is the product to be able to meet the needs of target consumers, also is to match with the enterprise market positioning; two is the product to the septal area with competitors, but also marketing people think constantly of the products unique selling point. So, what is repositioning of the product? Is to do product innovation under the condition of changing products target consumer groups (including target groups) or competitors, which will own the products out of the homogenization of competition quagmire, to become a leader in the competition and the introduction. There are many specific methods of product relocation, and the scope of the product is also wide. This paper mainly introduces three re positioning strategies: reverse positioning, separation positioning and associated positioning from the point of view of product innovation. Reverse positioning: creating a whole new market segment (case) For a long time, IKEA (IKEA), a global furniture giant, has seen a lot of news in terms of marketing innovation and rapid growth. There are many reasons for IKEAs success. One of the more important things is that its furniture is cheap and trendy. However, the key to IKEAs outstanding performance is its excellent reverse positioning. In order to win the competition,