市场定位战略的综合模型研究

Defining Competitive Positioning Strategy: A Comprehensive Model

本文构建了帮助企业界定有竞争力的定位战略的综合模型,即市场定位方法的钻石模型。本文认为,定位涉及三个关键任务:(1)准确识别目标顾客的需要并确定定位的外延或范围;(2)明确企业在定位主张中强调的顾客收益和价值;(3)制定相应的4P战略以支持定位主张。因此,市场定位需要沿着三个维度展开:(1)制定定位战略的程序;(2)在程序维度的每个具体步骤上需要完成的核心任务;(3)任务维度的每个具体举措所涉及的4P范畴。钻石模型就是整合了这三个维度的理论框架。本文对钻石模型的理论优势和对营销实务的指导作用进行了实证检验。

This article offers a comprehensive model of positioning strategy. We take into consideration the three critical tasks in a typical positioning scenario, i.e. to define (1) target customers' needs to be satisfied and positioning ranges to be defined, (2) customer benefits/value to be emphasized, and (3) 4P strategies properly supporting the positioning proposition. Consequently, the model we put forth integrates (1) the procedure of locating a competitive positioning strategy, (2) the focal task for each step in the whole process, and (3) the concrete 4P area each task involves. We also provide empirical evidence for this model's theoretical strength and relevance to marketing practice.