定位大师里斯的13个忠告（13 advice from Rees, the master of location）.docVIP

定位大师里斯的13个忠告（13 advice from Rees, the master of location） 13 advice from Rees, the master of location Source: grassroots network () - Reader Digest of the Internet community 1, the difference between A theory and J theory. J theory is the JAPAN Japanese model, Rees hate A theory, so many negative cases are Japanese enterprises, A theory is the AMERICA American model. The core of the A theory is the narrower the better, which represents the case of DELL, Intel, and Microsoft. The core of the J theory is the wider the better, and the representative case is Fujitsu. 2, the positioning is not from their own advantages, but from the customers mind began. The first luxury brand of coffee chain is Starbucks, the first luxury water is Evian, the first expensive car brand Mercedes benz. A special example is that the United States had ten big safety cars a year, and Volvo didnt go in at all, but thats OK. It takes the mind of the customer. 3, companies with expertise make more money. For example, professional athletes are ten 5%-50% higher than average athletes. In search engines, for example, the search is now worth at least $150 billion. ALTAVISTA was the first to do the search, but it later made a variety of attempts and couldnt find it now. GOTO.com disappeared, too. 4, when a position is devalued, you can move closer to the other. For example, in the United States was the same as beef, pork, is taking the livestock location, however, continued to fall with beef, chicken continued to rise, a lot of pork and chicken chose station in a period of strategy, gain vitality. 5, positioning is a kind of expression from the mind, you have to try to capture the mind. Look at the business school rankings, the first is the Northwestern University, it is the positioning of market; second is the University of Chicago, its target is: quantitative analysis; the third is Walton, it is the positioning of finance; fourth is: Standford - positioning is: technology; fifth is the Harvard - loc