品牌定位的流程与工具:案例研究的视角

Processes and Tools of Brand Positioning——from the Perspective of Case Studies

按照Walker ＆ Mullins的市场定位流程，先在经济型酒店中运用小组访谈的方法进行探索性研究，将品牌定位的流程简化为四个步骤：确定市场边界和主要竞争品牌、识别主要价值要素及权重、分析主要竞争品牌的市场表现和确定合适的市场位置；将主要的分析工具提炼为重要性-市场表现矩阵分析、差异性-重要性矩阵分析、价值曲线分析和产品-利益矩阵分析等。然后，在此基础上，选取了儿童服装和喷码机两个不同的行业进行验证性分析，综合运用定性研究和定量研究的方法，分别探讨新品牌和已有品牌的定位问题。通过研究发现，经过简化和提炼的品牌定位流程与工具具有一定的普适性，在操作性和实效性之间达到了较好的平衡。

Based on the process of market positioning developed by Walker and Mullins, this paper makes an explorative study for budget hotel using focus group, thus deduces the whole process into four steps： defining the market border and major competitors, identifying the major attributes and their importance, analyzing the market performance of competitors, and positioning the target brand, and summarizes the four analytical tools： IPA, DIA, value curve and product-benefit matrix. And then, this paper makes two confirmative studies in children dress and Ink Jet Printer, integrating qualitative and quantitative research method. Finally, it concludes that the process and tools have a comprehensive practice for brand positioning.