摘要
营销定位理论自20世纪70年代诞生以来,其指导作用得到了企业的广泛认可,帮助许多企业在市场竞争中找准了自己的目标市场和准确的市场定位,取得了较好的市场效果。但营销定位理论在市场实践中也遇到了一些问题,需要得到进一步的完善和发展,以便更好地为企业营销服务。回顾了定位理论的发展历程,对定位理论的发展方向进行了分析与探讨,并针对该理论在实战中遇到的操作性弱等问题,提出了定位理论在企业营销实践中的应用模式,极大地提高了定位理论在营销实战中的操作性,为企业营销实践提供了可资借鉴的理论工具。
The guide of the marketing positioning theory has been widely recognized by enterprises since its appearance in 1970s. In the market competition, it has helped many companies identify their target markets,find their accurate market positioning,and achieve good market effect. But this theory encountered some problems as well in practice. It needs improvement and development so as to serve the market better. The paper reviews the process of the theory and analyzes its direction. In order to solve the weak operational problem of its application, the paper presents the application mode for marketing practice, which greatly improved its operational of the theory in real market and also may be used as a theoretical tool for enterprises.
作者
赵立坤
ZHAO Likun(Sichuan Engineering Technical College, Deyang 618000,China)
出处
《技术与市场》
2019年第7期182-185,共4页
Technology and Market
关键词
市场营销
定位理论
应用模式
Marketing
Positioning theory
Application mode
