市场定位失败分析及其重新定位.docVIP

Analysis of Best Buy’s positioning and repositioning The failure of Positioning Best Buy is one of the biggest retailer enterprises in the world. What Best Buy’s differences in China with other appliance retailers is that it insists on high-end route and focus on particular customers, forming different competition with its competitors. Accurate market positioning will bring highest return on investment; however, while Best Buy still remains its leading level in this field, they failed to pick up the market share in China because of its unsuitable market positioning. Brand Image positioning In the field of home appliance, most of the retailers straggle to get more market shares based on the competitive prices owing to the convergence of the products. To different with them, Best Buy try to setting up the enterprise image as high-end products in China and believe that “big brand should do big things”. They maintain the purchasing conditions and solutions but not prices. This brand image positioning can only attract small part of customers who is paying more attention to the quality of service. And more consumers just took a wait and see attitude. Characteristic Service positioning Experiential marketing is their most proud characteristic services. Best Buy take a lot attention on it and try to create more comfortable and warmer atmosphere. They have open special shops only for customers to experience their products but not for selling. In fact, it dose really attract a lot of consumers but they just experience the products, then most of them don’t choose to buy it. They are willing to buy the same-standard product in Suning and Gome which is cheaper. It sounds like that the price of Best Buy is too high to be accepted by customers. Here are the mainly reasons for its positioning failure: High price In the opinion of the American marketing gurus Ai Rees, who is “the father of positioning”, the retailer’s success, is mainly based on the following elements: price an