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2001年,美国营销学会评选有史以来对营销影响最大的观念,公议结果是特劳特、里斯首创的“定位”理论中选。正如中山大学教授卢泰宏所说, “定位”已成为最重要的、使用最广泛而频繁的战略术语之一,尽管其奠基作《定位》的起点似乎是讨论广告传播策略问题,但“定位”却很快成为营销战略理论构架中的一个核心概念,而且意义已超出营销专业范畴,上升为普适的、广义的成功之道。近年来,在高等教育体制改革进程中, “定位”问题也已经成为许多高校关注的焦点和热点。
In 2001, the American Marketing Association named the concept of the greatest impact on marketing ever. The result of the public opinion was selected by Trout and Reese as the first “positioning” theory. As Professor Lu Taihong from Sun Yat-sen University, “positioning” has become one of the most important and most frequently used strategic terms. Although its starting point for “positioning” seems to be to discuss the issue of advertising strategy, “positioning” It quickly became a core concept in the framework of marketing strategy theory, and the meaning was beyond the scope of marketing, rising to a universal and broadly successful way of success. In recent years, in the course of the reform of higher education system, the issue of “positioning” has also become the focus and focus of many colleges and universities.