Big data analysis can analyze consumers' concerns, purchasing motives and dissatisfaction from consumers' sales data and evaluation data, so as to find market breakthrough points and determine market positioning.
Steps of market positioning. 1, to confirm the competitive advantage of this enterprise.
2. Choose the relative competitive advantage accurately.
3, clearly show the unique competitive advantage.
Principles of market positioning What is market positioning?
Market positioning was put forward by American marketing experts AL Ries and Jack Trout in 1970s. Its meaning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market.
Market positioning is not what you do to a product itself, but what you do in the minds of potential consumers. The essence of market positioning is to strictly distinguish this enterprise from other enterprises, so that customers can clearly feel and realize this difference, thus occupying a special position in customers' minds.
Market positioning can be divided into repositioning existing products and pre-positioning potential products. The repositioning of existing products may lead to changes in product name, price and packaging, but the purpose of these appearance changes is to ensure that products leave an image worth buying in the minds of potential consumers. For the reservation of potential products, marketers are required to start from scratch, so that the product functions can truly meet the selected target market. When positioning the market, a company should understand the characteristics of competitors' products on the one hand, and study the importance consumers attach to various attributes of products on the other hand, and then analyze them according to these two aspects, and then choose the characteristics and unique image of its own products.
[Edit] Content of market positioning
1, product positioning: focus on product entity positioning quality/cost/function/efficiency/reliability/usability/style/-
2, enterprise positioning: that is, corporate image to shape the brand/-employee ability/knowledge/words/reputation.
3. Competitive positioning: determine the market position of the enterprise relative to its competitors.
For example, 7-up soda is called "non-cola" in the advertisement, suggesting that other cola drinks contain caffeine, which is harmful to consumers' health.
4, consumer positioning: determine the target customer base of the enterprise.
Another way of saying this is product positioning, target market positioning and competitive positioning.
[Edit] Steps of market positioning
The key to market positioning is that enterprises should strive to find out the characteristics of their products that are more competitive than their competitors.
There are generally two basic types of competitive advantage: one is price competitive advantage, that is, setting a lower price than competitors under the same conditions. This requires enterprises to make every effort to reduce unit costs. The second is the preference competitive advantage, that is, it can provide certain characteristics to meet the specific preferences of customers. This requires enterprises to make every effort to work hard on product functions. Therefore, the whole process of enterprise market positioning can be completed through the following three steps:
1) Analyze the current situation of the target market and confirm the potential competitive advantage of this enterprise.
The central task of this step is to answer the following three questions: first, what is the product positioning of competitors? Second, how satisfied are customers' desires in the target market, and what else is really needed? Third, according to the market positioning of competitors and the real needs of potential customers, what should and can enterprises do? To answer these three questions, enterprise marketers must systematically design, search, analyze and report the data and research results related to the above questions through various investigation methods.
By answering the above three questions, enterprises can grasp and determine their potential competitive advantages.
2) Choose the competitive advantage accurately and initially locate the target market.
Competitive advantage shows that an enterprise can surpass its competitors. This ability can be existing or potential. Choosing a competitive advantage is actually a process of comparing the strength of an enterprise with its competitors in all aspects. The comparison index should be a complete system. Only in this way can we choose the relative competitive advantage accurately. The usual method is to analyze and compare the advantages and disadvantages of enterprises and competitors from seven aspects: management, technology development, procurement, production, marketing, finance and products. In this way, we can choose the advantageous projects that are most suitable for our enterprise, and initially determine the positioning of our enterprise in the target market.
3) Show unique competitive advantages and reposition.
The main task of this step is to spread its unique competitive advantage to potential customers accurately and leave a deep impression on customers through a series of publicity and promotion activities. To this end, enterprises should first make target customers understand, know, be familiar with, agree with, like and prefer the market positioning of enterprises, and establish an image consistent with this positioning in customers' minds. Secondly, through various efforts, enterprises consolidate the image consistent with the market, strengthen the image of target customers, keep understanding, stabilize their attitude and deepen their feelings. Finally, enterprises should pay attention to the deviation of target customers' understanding of their market positioning or the ambiguity, confusion and misunderstanding of target customers caused by the mistakes in marketing positioning propaganda of enterprises, and correct the image inconsistent with market positioning in time. Even if the positioning of an enterprise's products in the market is appropriate, it should be repositioned under the following circumstances:
(1) The new products launched by competitors are located near the products of this enterprise, which encroaches on some markets of this enterprise's products and makes the market share of this enterprise's products decline.
(2) Changes in consumers' needs or preferences have led to a sharp decline in the sales of products of this enterprise.
Repositioning refers to the activity that an enterprise redefines a certain image of a product that has been sold in a certain market, thus changing the original understanding of consumers and striving for a favorable market position. For example, a daily chemical factory produces baby shampoo to emphasize that shampoo is not eye-catching to attract families with babies. However, with the decline of the birth rate, the sales volume decreased. In order to increase sales, the company repositioned its products, emphasizing that using this shampoo can make hair soft and shiny to attract more and more buyers. Repositioning is very important for enterprises to adapt to the market environment and adjust their marketing strategies, which can be regarded as a strategic shift of enterprises. Relocation may lead to changes in product name, price, packaging and brand, and may also lead to changes in product use and function. Enterprises must consider the cost of relocation and the benefits of new positioning.
[Edit] Market Positioning Strategy
Avoid strong positioning
Positioning strategy: refers to an enterprise trying to avoid direct competition with the strongest or stronger other enterprises and positioning its products in another market field, so that its products are significantly different from the strongest or stronger competitors in some characteristics or attributes.
Advantages: the strategy of avoiding strength and positioning can make enterprises gain a firm foothold in the market quickly. And can establish an image among consumers or users with little risk.
Disadvantages: avoiding strength often means that enterprises must give up an optimal market position, which is likely to make enterprises in the worst market position.
Competitive positioning
Head-on positioning strategy: refers to the enterprise according to its own strength, in order to occupy a better market position, do not hesitate to compete head-on with the most advantageous and powerful competitors in the market, so that its products can enter the same market position as competitors.
Advantages: the competition process is often quite eye-catching, and even has a so-called sensational effect. Enterprises and their products can be quickly understood by consumers or users, and it is easy to achieve the purpose of establishing a market image.
Disadvantages: There are risks.
Innovation orientation
Look for new positions that have not been occupied but have potential market demand, fill market gaps, and produce products with certain characteristics that are not available in the market. For example, a number of new products, such as Sony Walkman of Sony Corporation of Japan, just filled the vacancy of mini-electronic products in the market, and continued to innovate, which enabled Sony to develop rapidly even during World War II and become a world-class multinational company. When the company adopts this positioning method, it should be clear whether the products required for innovative positioning are technically and economically feasible, whether there is enough market capacity, and whether it can bring reasonable and sustainable profits to the company.
relocate
After selecting the market positioning target, the company should consider repositioning if the positioning is inaccurate or the market situation changes, although the positioning is appropriate at first, if the competitors are positioned close to the company and occupy part of the company's market, or if the preferences of consumers or users change and turn to competitors for some reason. Relocation is a retreat-for-progress strategy, aiming at more effective positioning. For example, when Marlboro cigarettes first entered the market, they were aimed at women, and its slogan was: as mild as the weather in May. However, although the number of smokers in the United States is increasing every year, the sales of Marlboro have been stagnant. Later, advertising guru Leo Boehner made an advertising plan for Marlboro. He repositioned Marlboro as a manly cigarette, and linked it with the most manly cowboy image in the west, and established the image of Marlboro as free, wild and adventurous, which stood out from many cigarette brands. Since the mid-1980s, Marlboro has been ranked first in the global cigarette sales of all brands and has become the leading brand in the global cigarette market.
Market positioning is the act of designing the company's products and image, so that the company can clearly define its position in the target market relative to its competitors. The company should be cautious when positioning the market, and find out the most reasonable breakthrough through repeated comparison and investigation. Avoid positioning confusion, over positioning, too wide positioning or too narrow positioning. Once the ideal positioning is established, the company must maintain this positioning through consistent performance and communication, and should monitor it frequently to adapt to the changes of target customers and competitors' strategies at any time.
[edit] the form of market positioning
(1) product differentiation strategy, that is, to achieve differentiation in product quality and product style. Seeking product characteristics is a common means of product differentiation strategy.
(2) Service differentiation strategy. That is, to provide excellent services different from competitors to the target market. The better the competitiveness of enterprises is reflected in the service to customers, the easier it is to achieve market differentiation.
(3) personnel differentiation strategy, that is, by hiring and training people who are better than competitors to gain differentiated advantages.
(4) the strategy of image differentiation, that is, in the case that the core part of the product is the same as that of the competitors, to create different product images, so as to obtain the differentiation advantage.
[Editor] The principle of market positioning
Each enterprise operates different products, faces different customers and faces different competitive environments, so the principles on which the market positioning is based are also different. Generally speaking, market positioning is based on the following four principles:
(1) Positioning according to specific product characteristics.
Many factors that constitute the inherent characteristics of products can be used as the principles on which market positioning is based. Such as ingredients, materials, quality, price, etc. The positioning of "7-up" soda is "non-cola", emphasizing that it is a decaffeinated drink, which is different from cola drinks. Tylenol painkillers are positioned as "non-aspirin painkillers", which shows that the pharmaceutical composition is essentially different from the previous painkillers. The market positioning of an imitation fur coat and a real mink coat will naturally be different. Similarly, the positioning of stainless steel tableware is the same as that of sterling silver tableware, which is also incredible.
(2) Positioning according to specific use occasions and purposes.
Finding new uses for old products is a good way to create new market position for products. Baking soda was once widely used as household toothbrush, deodorant and baking ingredient, and now many new products have replaced some of the above functions of baking soda. As we have introduced, baking soda can be positioned as a deodorant for refrigerators, and another company uses it as an ingredient in sauces and gravy, and another company finds that it can be used as a drink for patients with influenza in winter. In China, there used to be a manufacturer of "biscuits". At first, it positioned its products as family snacks. Later, it was found that many customers bought them as gifts and positioned them as gifts.
(3) Positioning according to the interests of customers
The benefits provided by products to customers are the most practical ones that customers can experience, and can also be used as the basis for positioning.
Miller, USA, 1975. A low-calorie "Lite" brand beer is introduced, which is positioned as a beer that will not get fat, catering to the needs of those who drink beer frequently and worry about getting fat.
(4) Positioning according to user types
Enterprises often try to point their products to a certain type of users, so as to create a suitable image according to the views of these customers.
American Miller Beer Company once positioned its original unique brand "Goldman Sachs" beer as "champagne in beer", which attracted many high-income women who didn't drink beer often. Later, it was found that 30% binge drinkers consumed about 80% of beer sales. Therefore, the company showed the carnival scene of oil workers after successful drilling and the scene of young people enjoying themselves after sprinting on the beach, creating an "image of abandoning energy". Put forward "Drink Miller when you have time" in the advertisement, thus successfully occupying the beer drinker market 10 years.
In fact, many enterprises often base their market positioning on more than one principle, but they use multiple principles at the same time. Because to reflect the image of enterprises and their products, market positioning must be multi-dimensional and multi-faceted.
Examples of market positioning are:
Huang Laoji: Afraid of getting angry.
BMW: Driving Experience
Volvo: Safety
Gree: leading technology
How positioning makes you different in the eyes of potential customers.
Positioning should be the most critical in enterprise strategy.
Methods of market positioning The methods of target market positioning can be summarized as follows:
(1) is located in a specific product feature. Especially for new products, some features of products are often taken care of by competitors. This positioning is often easy to achieve results.
(2) Used for positioning according to specific products. If the old product finds a new use, it is also a good way to create a positioning for the product.
(3) User positioning according to specific products. Enterprises often try to guide some products to the right users or a certain market segment, so as to establish a suitable image according to the characteristics of that market segment.
(4) Positioning according to specific product grades. The product can be positioned as another similar product grade, or emphasize the products of the same grade and have some different characteristics.
(5) Positioning for another product. Positioning can be done on the basis of implying unfavorable features of another product. For example, the beverage factory produces colorless beverages; It is suggested that the pigment of colored drinks is not good for human health.
What are the ways of market positioning? As a competitive strategy, market positioning shows the competitive relationship between a product or enterprise and similar products or enterprises. There are three main positioning methods: 1) to avoid strong positioning. This is a market positioning that avoids strong competitors. Its advantage is that it can quickly gain a foothold in the market and quickly establish an image in the minds of consumers or users. Because this positioning method has low market risk and high success rate, it is often adopted by most enterprises. 2) Head-on positioning. This is a positioning way to compete with the dominant enterprises in the market. It may sometimes be a dangerous tactic, but once it is successful, it will gain a huge market advantage. 3) repositioning. Usually refers to the secondary positioning of products with less sales and poor market response, aiming at getting rid of difficulties and regaining growth and vitality.
The strategy of market positioning must adopt the strategy of avoiding strength. First of all, in the domestic market, we should directly compete with giants such as Yili and Mengniu (that is, adopt antagonistic strategies), because they have scale advantages, strong actual strength and strong product portfolio, and are fully capable of taking preemptive measures to kill them! Secondly, repositioning is a secondary positioning for products with less sales and poor market response, because this is a new product and does not involve repositioning. At this time, we can only find a market gap, such as effective ice cream, or a specific regional market to be developed. To promote their products!
What is the significance of market positioning? Without market positioning, how do you know what kind of people your products are suitable for? If there is no market positioning, how to determine where our advertising expenses will be spent?
Successful examples:
Coca-Cola is positioned as the most authentic cola, so it attracts a large number of loyal people aged 20 to 60 to drink, while Pepsi is positioned as a new generation of cola, and young people's cola attracts a large number of young people!
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