第五讲市场定位( Positioning) 符国群教授 2003.4.10
第五讲 市场定位（Positioning） 符国群 教授 2003. 4. 10
什么是定位 Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives
⚫Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives 什么是定位
定位 营销战略 成本 利益 经理 营销战术 产是服务品牌定价促销分销 成本 市场行为 利益 顾客
定位 利益 成本 营销战略 经理 利益 成本 顾客 市场行为 营销战术 产品 服务 品牌 定价 促销 分销
顾客心目中的价值 功能因素金钱因素心理因素 参照点( Reference Point 功能、经济、心理利益 成本 利益 功能、纤济、心理成本
顾客心目中的价值 参照点（Reference Point） 功能因素 金钱因素 心理因素 利益 功能、经济、心理利益 成本 功能、经济、心理成本
成功定位4Ds I. Define: the new product brand as a member of some product category o 2. Differentiate: from other category members(in some way that is meaningful to target consumers o 3. Deepen: the consumer understanding of the brands benefit needs(explicitly relate it to consumers' goals) o 4. Defend: the positioning over time
成功定位4Ds ⚫ 1.Define: the new product brand as a member of some product category ⚫ 2. Differentiate: from other category members (in some way that is meaningful to target consumers) ⚫ 3. Deepen: the consumer understanding of the brand's benefit needs (explicitly relate it to consumers' goals) ⚫ 4. Defend: the positioning over time