产品定位转变探析——以农夫山泉为例

Research and Analysis in Conversion of the Product Positioning: Taking Nongfu Spring as Example

定位就是创造有利于自己的差异化,对产品(服务)进行有效的市场定位能塑造产品形象、提高销售业绩、降低企业经营风险,但当市场环境发生改变时,产品定位也应随之改变。农夫山泉在经营实践中就成功地进行了产品定位的转变,并取得了较好的销售业绩,这为其他企业进行产品定位提供了借鉴。

Positioning is to create differentia which is beneficial for self. Effective product （service） positioning that can shape brand identity, improve sales performance and decrease business risk of enterprise. When the environment is changed, product positioning ought to also change with that. Nongfu Spring succeeded to apply product positioning conversion theory in practice, and obtained good sales performance. It is for others as reference.