从定位到错位（From location to dislocation）.docVIP

从定位到错位（From location to dislocation） From the positioning to dislocation -- on positioning theory China localization and marketing theory originality introduction: find the advertisement localization marketing theory for Chinese characteristics in China academic circles and marketing theory, almost all are foreign, we hardly have their own original theory. Because Chinese is not always a good theoretical thinking to our country, the traditional decision of our feature is the emphasis on practical, pragmatic and not retreat, this will inevitably make our in theory often lack of originality. Even the dissemination of foreign theories in China can not be copied and used, but through a universal principle and concrete practice of the localization process, in order to play its due effect. As far as marketing is concerned, the theory of positioning can also be regarded as a universal principle in the United states. In 2001, held in twentieth Century of the American Marketing Association marketing theory in the competitions, position theory surpassing Reevess USP theory, David Ogilvies theory of brand image and Michael Porters competitive value chain theory and Philip Kotler frame of the integrated marketing communication theory, was eventually identified as the history of the United States the impact is the biggest marketing concept. But can this concept come to China without the possibility of localization? At least Chinese advertising and marketing industry today, we see is a reference to position theory works and study, have not seen any in the same way on the theory of position theory criticism, revision and transcendence. In this regard, we have to ask: positioning theory in Chinas advertising industry and marketing localization process, whether there has been Misreading and variation? In such a China is quite different from the U.S. market under the background of position theory to do what can transcend from the history of the greatest impact on the U.S. marketing c