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1.阶梯定位的概念定位是对消费者有限心理空间的有效占有。阶梯定位则是利用消费者阶梯认识规律所进行的定位方法。我们的心灵并不是一块白板,我们接受任何新事物都是建立在旧事物的基础之上的,并且只能通过旧概念去理解新概念。例如,我们要理解“手提式电脑”这个概念,必须经过“计算-存储-电脑-个人电脑”等几个概念阶段。只要我们把握人类认识事物的这种独特规律,找到合适的阶梯,就能为产品找到既独特又容易被接受的位置,做出有效的定位来。2.找准阶梯是阶梯定位的要点当年 email 服务刚刚推出的时候,大众并不领情,迟迟打不开市场局面,后来他们发现问题在于消费者根本无法理解这一全
1. The concept of ladder positioning Positioning is the consumer’s limited mental space effectively occupy. Ladder positioning is the use of consumer ladder to understand the laws of the positioning method. Our mind is not a whiteboard. We accept that any new things are based on old things, and we can only understand new concepts through old concepts. For example, we have to understand that the concept of “portable computer” must go through several conceptual stages such as “computing-storage-computing-personal computing.” As long as we grasp this unique law of human understanding and find the right ladder, we can find a unique and easily accepted location for our products and make effective positioning. 2 identify the ladder is the main point of the ladder positioning When the email service was just launched, the public did not appreciate the delay opened up the market situation, and later they found the problem is that consumers simply can not understand this all