以顾客价值为核心的品牌定位五步分析法——以农夫山泉为实证

Five-step Analysis of Brand Positioning Centered by Customer Value-A Case of Nongfu Spring Purified Water

市场营销的实质是创造顾客价值,品牌定位必须围绕顾客价值来进行。品牌定位决策要以顾客价值为核心,从选择目标市场、辨析顾客需求、赋予品牌个性、传播品牌信息、调节品牌定位等五个细分步骤依次进行,按照"找位、选位、提位、到位、调位"五步走,提高品牌定位的成功率。

The essence of marketing is to create customer value and brand orientation will have to be based on customer value.The decision-making of brand orientation should take customer value as the core and it will be implemented from five steps---selecting target market,differentiating customer demand,making brands endowed with individuality,spreading brand information,and adjusting brand positioning.The improvement of brand positioning will be implemented from such five steps as "finding the position,choosing the position,improving the position,putting the position in place,adjusting the position".