Throughout the positioning series, the representative works are Two Hours of Brand Literacy by Mr. Deng Delong, Category Strategy by Mr. Zhang Yun and Positioning House by Mr. Lu Jianhua. 1, locate the core content of (trout, Rhys) and its problems to be solved.
In 1970s, Mr. Jack Trout and Mr. AL Ries in American marketing field put forward the concept of positioning.
Co-author of positioning-the battle for your mind, how to be seed and heard in the crossed marketplace. Personally, it can be directly translated as: positioning: the battle of the mind. Simply put, positioning is carried out in the mind.
Commercial warfare, in the 1980s, put forward the core content of commercial warfare. The four strategic situations of commercial competition, namely, defensive war, offensive war, flank war and guerrilla war, have corresponding guiding principles in each strategic situation. Everything depends on competition, everything depends on the ideas in your head. The ultimate goal is how to occupy a place in the ultimate battlefield of consumers' minds through in-depth and meticulous analysis.
22 business rules put forward 22 guiding principles for business practice. The ultimate goal is to help enterprises achieve the first goal more efficiently.
Their co-authored Life Orientation further analyzes how individuals succeed in life and business. One can't cover everything, one must find a horse to ride, commonly known as learning to take advantage of the situation.
2、? Locate the main problems to be solved.
How to make more enterprises understand and use the idea of positioning to solve the problem of competition. Expand the influence of positioning in the United States and the world.
3. The core content of trout and the problems to be solved.
In the 1990s, Reese and trout separated, and since then they have run two strategic consulting companies respectively.
Trout's later works. How to make "different" different is based on mind, the core content of nine dialectical methods.
How to find and locate the obvious with common sense?
How to keep the power simple and deal with the mixed theory of psychological characteristics-disgust?
"What is Strategy" promotes the positioning to the strategic level.
Ten Essentials of trout Marketing focuses on various fields and links in the process of enterprise brand operation.
The "big brand problem" reveals various problems of brand positioning within large enterprises.
"New positioning" and "repositioning" should cope with the new competitive environment.
How to develop positioning in the next step is not static, but changes with the continuous development of the competitive environment.
Mr. trout entered the China market earlier and cooperated with Mr. Deng Delong to establish trout China Company. Trout positioned herself to enter the China market one step ahead of Reese.
Mr. Deng Delong, a Chinese partner, wrote the China edition of Two Hours of Brand Literacy, which analyzed the brand concept and competition concept of China enterprises and the brand outlet of China enterprises from a higher level. The book analyzes the whole strategic course of Wang Laoji. It has played a positive role in promoting the popularization of positioning in China.
Trout and China have to solve the following problems: First, how to publicize and position in a wider scope. To this end, trout China Company invests a lot of advertising fees every year; The second is to compete with non-positioning strategic consulting companies and planning companies (such as McKinsey and Ye Maozhong). Third, how to deal with the latest development of positioning theory-category strategy; The fourth is how to deal with the slow category response that may be caused by long-term positioning.
4. The ideological line of trout and China.
Starting from being different-forming differentiation-forming categories (the categories mentioned here are all categories based on mind: the classified storage of product information in mind).
From what is strategy to strategy?
The Way to Deal with Change —— Relocation —— Multi-brand Strategy
Trout and China used flank warfare flexibly, creating new categories.
5. The core content of Reese China and the problems to be solved.
? After Mr. Reese and Mr. trout separated, they wrote several new books on the basis of positioning.
Focus deals with the crazy diversification of most large American enterprises in the 1990s.
Orientation of Internet business rules 1 1 in the Internet age.
"Brand 22 Law" guides business development and category creation encountered in enterprise operation.
The decline of advertising and the rise of public relations are all related to public relations and advertising.
The war in the board of directors deals with various marketing and management issues within the board of directors.
"Hammer of Vision" makes us understand the relationship between visual image and language information: we should implant your language nails into consumers' minds with the hammer of visual image.
Mr. Reese's exploration of brand source clearly points out that category differentiation is the driving force of business progress.
Teacher Zhang Yun, a Chinese partner, wrote a book about categories, category strategies. It is considered that this is the latest development of positioning theory, and the basic point of positioning is based on categories. Consumers should think through categories and express their brands, and start positioning work by studying categories. It has played a vital role in the promotion and popularization of positioning theory, the latest category strategy in China.
The problems that Reith China has to solve are: first, how to better let entrepreneurs know and understand the latest development of positioning theory-category strategy; The second is how to make more positioning enthusiasts understand the category strategy, and then understand that this is a very important part of positioning, and positioning without category foundation is untenable.
To some extent, I think that as long as we are different and different, we don't belong to the same category, which is a fact in mental cognition. For example, Coca-Cola (older generation) and Pepsi-Cola (young people), the boss has a big range hood, and other range hoods are not as attractive as the boss to some extent.
6, Reese China's ideological line.
Starting from category strategy-forming differentiation-forming category
Starting from Focus-Ascending to Strategy
How to deal with change? -brand evolution,
Category differentiation-multi-brand strategy
Reese China used the flanking warfare flexibly, starting with the category (closest to the consumer's demand) and combining with the specific category (whatever is different from me must be different) to create new methods and reposition himself.
7. Positioning the core content of the house and the problems to be solved.
? Core content
? 1. Put forward a systematic positioning theory to help entrepreneurs and beginners understand positioning faster. ?
? 2. By analyzing the works of trout and Rees before and after, readers can understand their similarities and differences and their internal relations.
? 3. The whole book combines the latest ideas and guiding methods of trout, China and Reese China, helping enterprises to make better use of the overall positioning theory.
8. Try to solve the problem
1, once again popularize the word positioning, bid farewell to the traditional concepts of product positioning and price positioning, and think about the positioning of enterprises from the minds of potential customers.
2. After trout and Reese broke up, the richness, development and deduction of positioning increased the complexity.
3. There are as many as 22 positioning series, and a complete theoretical system has not been formed so far.
4, don't forget your active mind, so as to achieve your ultimate goal, return to the original positioning, and truly apply positioning theory knowledge to enterprise brand operation.
Every study will bring you another sublimation of your thoughts, and every action will bring you more firm confidence. Personally, every entrepreneur and marketer should understand the whole system of positioning theory from a higher height and deeper depth, and then find available methods to really practice positioning in operation. Every disseminator and practitioner of positioning theory should let more people know about positioning, categories and the whole positioning theory system. Only in this way can the whole positioning theory be popularized and benefit more people; Only in this way can every entrepreneur and marketing talent know what it is and why, and can unswervingly adhere to the direction of choice.