品牌定位点的选择模型研究.docVIP

品牌定位点的选择模型研究 李飞(School of Economics and Management, Tsinghua University, Beijing 100084, China ) 【专题名称】 市场营销（理论版）【专 题 号】F513【复印期号】2010年03期【原文出处】《 商业经济与管理》(杭州)2009年11期第72～80页【英文标题】A Study on the Selection Model of Brand Positioning Point【作者简介】李飞(1958-)，男，满族，河北青龙人，清华大学经济管理学院营销系教授，中国零售研究中心常务副主任，博士生导师，经济学博士，主要从事营销定位、零售战略和奢侈品营销研究，北京　100084 【内容提要】 文章在文献回顾和理论概念补充的基础上，建立了一个品牌定位点选择过程模型，包括3个阶段18个步骤：第一阶段确定利益定位点，包括确定为谁定位、列出顾客关注的利益点、找出有竞争优势利益点、判断竞争优势点是可信的、确定利益定位点的数量和进行选择等5个步骤；第二阶段确定价值定位点，包括判断价值定位必要性、确定为谁定位、列出顾客关注价值点、找出有竞争优势价值点、判断竞争优势点是可信的、确定价值定位点数量并选择等6个步骤；第三阶段确定属性定位点，包括判断属性定位必要性、列出与利益和价值定位相匹配的属性点、列出顾客关注属性点、找出有竞争优势属性点、判断竞争优势点是可信的、确定属性定位点数量并选择、依定位点和非定位点进行营销组合等7个步骤。最后对这个模型应用进行了具体说明。On the basis of current marketing literatures and the new concepts we introduced, this paper is to build the choosing model of brand positioning points. This model contains 3 phases and 18 steps. The first phase is to find the benefit-positioning points, including(1)finding the target customers,(2)listing the benefits which customers care about,(3)finding competitive benefits,(4)judging whether the competitiveness is credible, and(5)choosing the benefit-positioning points after determining the amount. The second phase is to find the value-positioning points, including(1)judging the necessity of value-positioning,(2)finding the target customers,(3)listing the values which the customers care about,(4)finding the competitive value points,(5)judging whether the competitiveness is credible, and(6)choosing the value-positioning points after determining the amount. The third phase is to seek the character-position points, including(1)judging the necessity of character-position,(2)listing the character points matching the benefit and value positioning,(3)listing the characters which the customers care about,(4)finding the competitive characters,(5)judging whether the competitiveness is credible,(6)choosing the character-positioning points after determining the amount, and(7)designing the marketing mix