准确定位对于企业赢得市场的重要性分析——以王老吉和顺丰为例

The Analysis of the Importance of Market Positioning Strategy for Companies——As Example:Wong Lo Kat & SF-express

市场定位的实质是更好地满足消费者需求、实现企业在目标市场的竞争优势。文章旨在探讨市场定位对于企业赢得市场的重要性,采用了实证研究的方法,分别从生产和服务两个行业中选择典型企业进行了分析,得出了产品或服务的市场定位是整个营销过程的起点,准确有效的定位策划是每个企业产品研发及投入市场所必须做好的基础工作,决定着企业能否实现其营销目标这一结论。

Essence of market positioning is to better meet consumer demand, ＇help the enterprises to realize competitive advantage in the target market. This paper aims to explore the importance of market positioning for the enterprises to win the market, uses empirical research methods, selects and ana- lyzes two typical enterplises from the production and service industry. The conclusion of this paper is market positioning of product or service is the starting of the marketing process, accurate positioning and planning is the foundation work of product development and entering market in every enterprise, it is the decision power whether the enterprise achieve its markcting objectives.