How to position the market

Question 1: How to position the market? First of all, do market research to find out which market segment is profitable, suitable for your business, no competitors or you have enough competitiveness, so that you can make a positioning. If you want to do market positioning, you must understand market segmentation. It can be subdivided according to purchasing power and positioned as high, medium and low; Can also be subdivided according to the characteristics of the crowd, such as wearing shoes, some people like leather shoes, some people like sports shoes; There are many ways to subdivide. But when positioning, you should also pay attention to the fact that the market you want to position must be profitable. The so-called ownership means that the market size must be large enough and more people must buy it, so that it is an effective positioning. Market positioning includes three steps: identify the possible competitive advantage based on it, choose the correct competitive advantage, and effectively show the market positioning of the enterprise to the market. 1. Identify possible competitive advantages. Consumers generally choose products and services that bring them the greatest value. Therefore, the key to win and retain customers is to understand customers' needs and purchasing process better than competitors and provide them with more value. By offering lower prices than competitors, or providing more value, making higher prices look reasonable. Enterprises can position their own market as providing superior value to the target market, so that enterprises can win a competitive advantage. Product differences: Enterprises can distinguish their products from other products. Service differences: In addition to the actual product differences, enterprises can also make their products-related services different from other enterprises. Personnel differences: Enterprises can gain a strong competitive advantage by hiring and training people who are better than their competitors. Image difference: Even if competing products look similar, buyers will observe the difference according to the image of the enterprise or brand. Therefore, enterprises distinguish themselves from their competitors by establishing their image. 2. Choose the right competitive advantage. Assume that the enterprise has been lucky enough to find several potential competitive advantages. Now, enterprises must choose several competitive advantages to establish a market positioning strategy. Enterprises must decide how many kinds to promote and which advantages. Many marketers think that enterprises only need to vigorously promote one kind of interest in the target market, while other dealers think that the positioning of enterprises should be more than seven different factors. Generally speaking, enterprises need to avoid three major market positioning misunderstandings. The first is that the positioning is too low, that is, there is no real positioning for the enterprise at all. The second mistake is that the positioning is too high, that is, the company image passed to the buyer is too narrow. Finally. Enterprises must avoid chaotic positioning and give buyers a chaotic corporate image. 3. Communication and Transmission of Selected Market Positioning Once the market positioning is selected, the enterprise must take practical steps to convey the ideal market positioning to the target consumers. All marketing combinations of an enterprise must support this market positioning strategy. Positioning an enterprise requires concrete actions rather than empty talk.

Question 2: What is the market positioning? Market positioning refers to what kind of marketing methods, products and services an enterprise will provide in the target market after determining the target market, so as to distinguish it from its competitors, thus establishing its corporate image and gaining a favorable competitive position.

The process of market positioning is the process of enterprise differentiation, how to find differences, identify differences and show differences.

Now there are too many similar products, how do consumers choose? What are the reasons for consumers to buy? Rely on the effective positioning of enterprises to solve it.

Positioning was first put forward in the advertising industry, emphasizing that advertising should leave a certain position in the eyes of the audience, and people often like preconceptions; If an enterprise can establish a certain position in your eyes and give consumers a reason to buy, it can often be in a favorable position in the competition.

Please refer to the book Trout for detailed concepts.

Question 3: The method of market positioning. As a competitive strategy, project management division Kaoxun's 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.

Question 4: How to conduct online market positioning There is no market positioning, marketing planning has no direction, and online marketing is also marketing. Therefore, market positioning analysis is necessary for network marketing planning.

At the beginning of its launch, Wang Laoji finally established the market positioning of "preventing getting angry-drinking Wang Laoji" for differentiated market positioning, and repeatedly discussed between market space expansion and differentiated market segments.

Because Wang Laoji was originally Guangdong herbal tea, as we all know, Guangdong is located in the tropics, and people are prone to get angry. Guangdong herbal tea is also a daily essential drink for people in history. So why is it positioned to prevent getting angry? Instead of reducing the fire? There are many marketing strategies here.

If we emphasize the concept of herbal tea, then getting angry will reduce the fire. Of course, if we drink herbal tea and drink Wang Laoji to reduce fire, Wang Laoji will be associated with herbal tea and cannot reflect the differentiated positioning with other herbal teas. Besides, are there many angry people, or are they worried about getting angry? Of course, in the end, fewer people are angry, and more people are afraid of being angry. Therefore, positioning in the scope of preventing excessive internal heat has virtually expanded the consumer groups.

At the same time, herbal tea is a Guangdong feature after all. If Wang Lao Ji emphasizes the concept of herbal tea, and the latter's positioning is associated with herbal tea, then the sales area cannot cover the vast market in China. Therefore, positioning Wang Laoji's product as a functional beverage that does not emphasize herbal tea but emphasizes the prevention of getting angry has met the needs of the people all over the country, expanded the market space and achieved good sales performance.

From Wang Laoji's product market positioning, we understand several key points.

First, the product market positioning is divided into functional positioning, consumer group positioning, emotional demand positioning, market regional positioning, differentiated positioning and so on.

Second, market positioning should consider the size of market space (capacity) and future scalability, time continuity, stability and other factors. Although getting angry is easy to be associated with summer, Wang Laoji has linked the life element of hot pot in the advertising video. Then, eat hot pot regardless of things, north and south, spring, summer, autumn and winter. Then, the market has the foundation of stability and time continuation.

Third, market positioning is a necessary prerequisite for keyword marketing of search engines in online marketing. Why do you say that? Because, only by positioning the market can you design core keywords, auxiliary keywords and long tail keywords for product functions. For example, Wang Laoji's online marketing keyword promotion can design these keywords:

Pay attention to avoid getting angry when eating hot pot.

Wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, wait, etc.

Fourth, market positioning should be price positioning.

First of all, to design a product sales system, we must design terminal sales price, distribution price at all levels and ex-factory price system. We should not only consider the acceptance of market consumers, but also consider the factors of price competition and the norms of the price system. Regional differentiated price positioning should prevent channel smuggling, and online and offline prices should design strategies to prevent conflicts, such as product differentiation strategies.

Question 5: How to choose market positioning strategy skills? There are several types of market positioning strategies, but the specific strategies you choose should accurately reflect the target market, relative competitive advantage, products and their key functions. Choosing a suitable market positioning strategy can start from the following aspects: 1. Analysis of positioning conditions When choosing a suitable positioning suitable for this enterprise, the basis to be considered should include: specific product characteristics. For example, a luxurious ballroom can highlight its "high-end" characteristics; Ordinary restaurants can promote their own "popular" characteristics; Volvo provides newer and better safety functions; Drda Airlines provides spacious seats and free use of on-board telephones. Specific use occasions and purposes. Finding new uses for old products is a good way to create new market position for products. For example, a company initially introduced baking soda to customers as a summer camp drink, and later positioned it as a drink for winter flu patients. User type. We can first guide the product to a suitable market segment, and then reshape the image of the product according to the feedback from this market segment. For example, a foreign company positioned a certain kind of beer as "champagne in bottled beer", aiming at the higher-income class and the majority of professional women, and then repositioned it in the market of ordinary workers who drink a lot. 2. The key to establishing competitive advantage selection and positioning strategy lies in choosing the correct competitive advantage. In the final analysis, positioning choice is to find a relative competitive advantage and then show it to consumers in a suitable way. Now suppose you find many potential competitive advantages, the next step is to choose one or two advantages to determine the positioning strategy. At this time, you need to be reminded that the brand had better highlight a certain attribute of the product. Clear marketing focus. In the modern market competition environment, a lot of information is transmitted to consumers, so every brand should highlight a certain attribute and regard it as a key attribute. Positioning strategy should attract more market segments. Beacham toothpaste, for example, emphasizes three advantages: moth-proofing, fragrance and white teeth. In fact, many consumers need to have these three characteristics when using toothpaste. The key problem is how to convince consumers that Beacham toothpaste has these three characteristics. Beacham's solution is to add three different colors to toothpaste, thus clearly sending such a signal to consumers. Clear marketing differences. It should be clear which different products need to be marketed. Although there are many differences between your products and your competitors, you should choose those differences that can create value for the company or strengthen market positioning. Such differences often need to meet the following criteria: ① Importance criteria can bring high value to target customers. (2) uniqueness standards, so that customers feel that your products are different. (8) Advantage standard, providing superior performance or service for consumers. ④ The transferability standard is easy for consumers to understand. ⑤ Exclusive standard, which is difficult for competitors to imitate. 6. Tolerance standard, which consumers can bear. 3. Choosing a specific strategy usually has the following market positioning strategies. You should choose according to the specific situation of this enterprise: initial positioning. This positioning strategy should be adopted when a newly established enterprise enters the market for the first time, or when a new brand enters the market, or when a product enters the new market. When positioning for the first time, you need to do some research on market segments and target customers, analyze competitors in the market, find out your competitive advantage, and make accurate positioning. Relocate. Repositioning is a process of changing the original impression of the market on the enterprise and making the target customers have a new understanding of it. Sometimes, although the initial positioning of the enterprise is appropriate, if the positioning of other competitors is similar to your enterprise, occupying part of your market, or the preferences of consumers change and turn to competitors' products, it is often necessary to reposition. Small billboard Ogilvy's creed of successful advertising: you must fulfill your promise, no matter how much it costs. At this time, the most important thing to consider is the cost of repositioning and the benefits that enterprises can generate under the new market positioning. Competitive positioning. It is to choose market positioning close to or overlapping with existing competitors and compete for the same target customers. This positioning choice is risky, but once it is successful, it will gain huge market share. This strategy does not have to crush competitors, even if everyone is equally divided, the market division is also a great success. But at this time, you should consider whether the market can accommodate two or more competitors, and whether the position you want to occupy is in line with the ability of your enterprise. Neutral positioning. This positioning strategy is to find ... >>

Question 6: How do enterprises position themselves in the market? Reprint the following information for your reference.

The market positioning is decided by American marketing scientist Ai? Reese and Jack trout put forward in 1972 that enterprises create a distinctive and impressive image for their products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of such products, and vividly convey this image to customers, so as to determine the appropriate position of products in the market.

Market positioning can be accomplished through the following three steps:

1) Identify potential competitive advantages.

The central task of this step is to answer the following three questions:

1. 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 research methods.

By answering the above three questions, enterprises can grasp and determine their potential competitive advantages.

2) Positioning of core competitive advantage

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 select the advantageous projects that are most suitable for our enterprise, so as to preliminarily determine the positioning of our enterprise in the target market.

3) Strategy formulation

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.

First of all, let the target customers know, know, be familiar with, agree with, like and prefer the market positioning of the enterprise, and establish an image consistent with this positioning in the eyes of customers.

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. Repositioning may lead to changes in product name, price, packaging and brand, as well as changes in product use and function. Enterprises must consider the cost and benefit of repositioning.

Question 7: What is the difference between market segmentation and market positioning? Market segmentation and market positioning are two different concepts.

The so-called market segmentation refers to the process of dividing a whole market (usually too big for enterprises to serve) into several sub-markets with the same characteristics according to consumers' desires and needs. Therefore, consumers belonging to the same market segment have very similar needs and desires; Consumers belonging to different market segments have obvious differences in their needs and desires for the same product.

For example, some consumers like watches with accurate timing and relatively low price, some consumers need watches with accurate timing, durability and moderate price, and some consumers demand expensive watches with accurate timing and symbolic significance. The watch market can be subdivided into three market segments. Of course, there are many grounds for the subdivision of the same product, and the results of subdivision are different. The target market is the market segment where the enterprise decides to provide * * * products and services.

Kotler believes that positioning is the act of designing a company's products and marketing mix in order to adapt to a certain position in consumers' minds.

Question 8: How to do a good job in product market research and positioning After determining the target market, enterprises should make market positioning for developing the target market, that is, enterprises should determine a competitive position for products and specific marketing combinations according to the importance consumers or users attach to certain product attributes and the competition in the target market. The basic means of product positioning is to subdivide the whole market, select the most advantageous areas of the enterprise as the target market, limit its customers and competitors to a certain range, and formulate detailed marketing mix plans accordingly.

There are two main research methods in market research: quantitative research and qualitative research. In the investigation, investigators either analyze consumers' purchasing behaviors, such as purchasing psychology, purchasing role, price sensitivity test, information acquisition channels, etc. Or investigate competitors, dealers and retailers, the main purpose is to grasp the operating conditions of competitors, understand market share, predict market prospects, so as to find market gaps, get their perceptual knowledge of the market from dealers and retailers, and obtain first-hand information. Before the market positioning of enterprise products, it is usually necessary to formulate a strategy to implement market positioning, which generally includes six steps: 1. Determining the evaluation criteria used by consumers for a product is the fundamental basis for enterprises to formulate market positioning strategies. 2. Determine the channels for consumers or users to receive market information. 3. Understand the market positioning strategy of competitors and determine the positioning of enterprises and their products in similar products. 4.

Design and manufacture products and put them in the proper position in the market. 5. Formulate corresponding promotion measures. 6. Information feedback and appropriate adjustment of market positioning strategy. For example, before entering the washing powder market in China, P&G Company, a world-famous detergent manufacturer, spent millions of yuan to invite a scientific research information institution in Guangzhou to conduct a detailed market survey and analysis on the washing powder market and consumer demand in China. Then, according to China's national conditions, Bilang washing powder was introduced to make clothes shine. Compared with other domestic products at that time, the formula of this kind of washing powder added efficient multi-enzyme additives and foam regulator, which made Bilang washing powder have strong cleaning ability for all kinds of stains, no need to clean collar and oil stains, and the foam regulator would produce moderate foam during washing, which was comfortable to handle and ideal for rinsing. This product undoubtedly achieved a breakthrough in washing powder at that time, but now the status of Bilang washing powder in China washing powder market is obvious to all. It can be seen that whether the product market positioning is correct is the key for enterprises to open and occupy the market. Of course, this also needs the whole marketing mix strategy of the enterprise to complete. After the market positioning strategy is determined and put into practice, it is necessary to conduct market tracking survey in time to understand the reflection of consumers or users on the enterprise market positioning strategy and the operating effect, so as to find problems in time and adjust the strategy. On the deep distribution of new products when they go on the market: some western scholars have done research and statistics.

The success rate of new products is generally around 10%, although there are many factors that affect the success of new products, such as insufficient market research and analysis or poor product design and quality. Among them, ignorance of marketing rules and insufficient marketing activities (especially insufficient in-depth distribution of new products) are important factors. 1. The actual operation of in-depth product distribution is as follows: a. Divide the market area and subdivide the product distribution scope. Dealers visit retail stores in their respective jurisdictions on a carpet basis and introduce product features and sales policies to the outside world by posting POPs. B, select and convince customers with good reputation and sales potential to operate our products. C, the implementation of comprehensive sales management, irregular return visit system, timely understanding of sales, timely delivery, timely payment. D. After in-depth distribution for a period of time, outlets with inferior sales will be eliminated and better sales groups will be retained. E, after deep distribution reaches a certain level, organize systematic market research to provide basis for the next stage of marketing decision. 2. In-depth distribution, the distribution and density of sales outlets can be guaranteed by implementing compartmentalization and full responsibility system. At the same time, through face-to-face product promotion, the company's distributors act as live advertisers and voluntary advertisers. 3. In the process of deep distribution, all kinds of wholesale markets can be successfully started by screening excellent outlets and eliminating inferior outlets.

. At the same time, dealers deliver goods to your door, introduce products, answer customers' inquiries face to face and solve problems, which can realize all-round service. 4. Of course, we should also understand that not all types of products are suitable for deep ploughing >>

Question 9: How to position the jewelry industry in the market With the rapid development of social economy and culture, people are stepping into a well-off society from food and clothing, advocating humanity and fashion, and constantly shaping their own personality and charm, which has become people's pursuit. China has a population of1300 million, of which more than 600 million are women. Female consumers have become the main body of commodity consumers in the whole society. They need to meet some spiritual pursuits while meeting the basic material life, and the demand for fashion accessories is also growing. Fashion accessories can make women release their beauty and show their unique temperament and taste.

Therefore, the jewelry culture that conforms to the times presents a strong development momentum and a broader market, and there is a broad profit space for engaging in jewelry sales. However, according to the statistics of authoritative organizations, the total sales of female products in China in 2002 exceeded 80 billion yuan, with an annual growth rate of 19%. The proportion of female jewelry is less than one thousandth, and the proportion of women owning jewelry is less than 5%.

There are more than 60 million pieces of jewelry retail market in China every year, and a huge market with great development value is coming out. According to the investigation of women's ornaments in Chinese mainland by authoritative organizations in China, people's lives are undergoing a qualitative leap. Advocating humanity and fashion, constantly shaping personality and charm, and advocating culture and customs. With the continuous development of domestic economy and the rapid growth of national income, women's demand for jewelry is increasing day by day. By 2005, the share of women's jewelry in China will reach more than 55%, with strong demand, great potential and great development value. The scale of China's jewelry market is over 100 billion, and individual personalized products are developing rapidly, which is a cause worthy of full devotion.

In addition to learning management skills, you also need to choose a good address for this store. Location is also a headache for many businessmen. Here, I recommend you to ask the small secretary in the commercial street so that you can better integrate into this industry. You can go and see it when you have time!