品牌再定位的时机选择（Choose the brand positioning time）.docVIP

品牌再定位的时机选择（Choose the brand positioning time） In 1969, and the influence of kuet reath positioning of the entire marketing theory. Positioning theory emphasizes: with the intensification of competition, homogenization and similarity become more and more serious, and brands need to create psychological differences and personality differences. The purpose of positioning is to create diversity. In 1984, in order to adapt to the competition and change in strategy, K of the basic requirements of the continuation of location difference, put forward the concept of re positioning. Re positioning is the re positioning, which means to break the original position and structure of things kept in the minds of consumers, to make things in accordance with the new ideas in the minds of consumers to qualifying, conditioning, in order to create a conducive to their own new order. With the intense competition in the market, the product homogenization phenomenon has become increasingly serious, let consumers in many similar products not much difference between remember and buy your brand, you must create a psychological difference advantage in the minds of consumers. But the market competition environment, consumption environment and policy factors are constantly changing, the positioning can ensure consistent from beginning to end the continuity of enterprise resources, but if you can not meet the market demand, re positioning of the brand must also move on the agenda. 1, the market competition environment is getting hotter and hotter, and repositioning becomes necessary. The fierce competition in the market environment not only damaged the market share, but also led to the confusion of the audiences perception of the brand personality, and damaged the image of the brand in the audience. The hot situation of the competitive environment is manifested in two aspects: The competitors follow and imitate, let originally a differentiated brand has no difference. Service differences, channel