定位营销战略理论在华南地区家用食用油行业的应用

Positioning Marketing Theory for Food Oil Industry in South China

定位营销战略克服了传统的4Ps营销理论的缺陷,认为营销战略体系的核心是定位战略,制定营销战略的第一步是制定定位战略,其他营销要素,如产品、渠道、价格和促销都是围绕定位的,都必须以定位作为要素战略制定的基础。通过对华南地区家用食用油的某一品牌的定位过程的例证分析,指出市场营销首先要从市场的细分和目标市场的分析入手,给企业选定的目标市场确定一个有利的定位,然后制定相应的产品、渠道、价格和促销战略。

Positioning Marketing Theory is different from traditional 4Ps marketing mix,saying that the core of marketing strategy is the positioning strategy,and the marketing strategy start from positioning strategy.Other marketing factors,just as product,place,price and promotion are served for the positioning,need to fully refer to the positioning strategy designing.The analysis of Positioning marketing theory in South China food oil industry make out the procedure of positioning marketing strategy design,which start from the market segmenting and selecting a suitable position for company,and then make out the concerned product,place,price,and promotion strategy.