新品定位的策略与方法（Strategy and method of new product positioning）.docVIP

新品定位的策略与方法（Strategy and method of new product positioning） Positioning is to make the brand in the minds of consumers occupy the most favorable position, so that the brand has become a category or some characteristics of the representative brand. Thus, when the consumer produces the related demand, will take the localization brand as the first choice, namely, this brand has occupied this localization. - Trout (China) consulting President Deng Delong Brand positioning is the foundation, is the origin of all brand marketing activities, good location can Yiyidangshi, make the brand rise rapidly, on the other hand, brand building will be difficult or even too horrible to look at. In the face of increasingly competitive domestic market structure of various industries, how can we make the brand positioning more accurate, so that the operation of the brand more efficient? A positioning method, analogy Analogy in Chinese as close to, side by side, take things can not be compared to force compared. The essence of this strategy is a strategy to borrow to bring potential competitors, and enhance their own brand image. 1. offside catch up strategy Looking for old brand weakness and shortcomings, with additional advantage of one aspect of the catch up with competitors, this strategy has very strong to subvert the old brand, also known as poaching strategy. Missmay the compny Runchangtongbian missmay will often run tea market, adding fresh orange extract, as a fruity taste, often with the market launch of Chang Yun tea fruit There was no parallel in history. missmay, fruity taste more close to the consumers perceptual organs, consistent with the public taste, more fashionable, missmay in Runchangtongbian market subversive way stride forward singing militant songs. Xueer available, the K market has been doing well in the blood, blood, blood has long lasting effect by positioning and locking segments of the population, will be located in the normal population and the blood fast as