新产品上市的定位技巧（Positioning techniques for new product launch）.docVIP

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2017-09-23 发布于河南
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新产品上市的定位技巧（Positioning techniques for new product launch）.doc

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新产品上市的定位技巧（Positioning techniques for new product launch）

新产品上市的定位技巧（Positioning techniques for new product launch） The positioning of new products has a very important impact on the success of new products and competitors. A lot of new products is the most important reason why is prematurely senile, the positioning of the product itself is not successful. The new product positioning is divided into three levels, one is the functional positioning of the pure, hoping to become the product category leading products, note that we are using the leading products, and not because of the leading brand positioning function to become the leading brand is still relatively difficult. The second is the category of location, this location is easier to create blue ocean products, effective implementation of the new category accounted for, therefore, is relatively easy to upgrade the brand, but this has a drawback, is to compare brand horizontal expansion of space, easy to do in depth, but it is difficult to do the breadth. Third is brand positioning. New products into mature new brands, through brand communication and integration strategy. Not only to build a successful new product, but also to maintain brand expansion, through the expansion of brand strategy, not only to maintain differentiation strategy of new products, but also to maintain brand space of new products. How to skillfully locate new products? How can this strategic position be maintained for a long time? How to effectively differentiate core differentiation in the new product strategy? We will use systematic case and deep strategic thinking to demonstrate a full range of skills for consumer new product positioning. In 2002, MeiLing refrigerator suffered technical growth bottleneck, the concept of nano refrigerator has been questioned by consumers as cheating. We have made the MeiLing refrigerator antibacterial refrigerator positioning, the technical elements of the mysterious positioning into consumer function cognitive positioning, in one fell swoop overturned the MeiL