数字经济背景下ToB科技企业对定位理论的应用研究

Research on the application of ToB technology enterprises to positioning theory under the background of digital economy

随着数字经济的快速发展,ToB科技企业在复杂的市场竞争环境中面临着新的挑战和机遇。为了在激烈的市场竞争中获得更好的竞争优势,ToB科技企业需要更加精准地进行市场定位,并采取有效的措施来提高竞争力。文章基于定位理论的内涵和方法论,结合ToB科技企业的特征,对面向企业客户的ToB科技企业如何创新性地应用定位理论进行了研究,并从强调产品特性、企业专业特长、开创新品,以及从要素品牌、个人品牌、知识品牌和社会品牌的塑造等方面对企业的定位思路给出了建议,以助力企业在数字经济的大潮中立于不败之地。

With the rapid development of digital economy,ToB technology enterprises are facing new challenges and opportunities in the complex market competition environment.In order to gain a better competitive advantage in the fierce market competition,ToB technology enterprises need to position the market more accurately and take effective measures to improve their competitiveness.Based on the connotation and methodology of positioning theory,combined with the characteristics of ToB technology enterprises,this paper studies how ToB technology enterprises facing enterprise customers apply positioning theory innovatively,and emphasizes product characteristics,enterprise professional expertise,how to create new products,and how to create new products.And from the elements of the brand,personal brand,knowledge brand and social brand building and other aspects of the enterprise positioning ideas are given to help enterprises in the tide of the digital economy in an invincible position.