论文部分内容阅读
产品在市场中的定位,可以说是一个相当时髦且经常被提及的行销术语。简单说,产品市场定位就是根据所选定的目标市场的竞争情况和本企业的条件,确定企业的产品在目标市场上的竞争地位。具体说,就是要在顾客的心目中为企业和产品创造一定的特色,赋予一定的形象,以适应顾客一定的需要和偏好。这种特色和形象,有的可以从产品实体上表现出来,如形状、成分、构造、性能等;有的可以从消费心理上反映出来,如豪华、朴素、时髦、典雅等。
The positioning of products in the market can be said to be a fashionable and often mentioned marketing term. Simply put, the product market positioning is based on the competition situation of the selected target market and the conditions of the company to determine the competitive position of the company’s products in the target market. Specifically, it is to create certain characteristics for enterprises and products in the minds of customers and to give them a certain image in order to meet certain needs and preferences of customers. Some of these features and images can be expressed from product entities such as shape, composition, structure, and performance; others can be reflected from consumer psychology, such as luxury, simplicity, fashion, and elegance.