产品市场定位

ThethirdgroupsTeam:吴玲、张姬、黄珍珍、刘维欣、陈建峰、谷华、杨震、徐阳晨Goodmorningeveryone,Iamthesecretaryintheteam,ourprojectisabouttheproductmarketpositioninganalysis.Firstly,letmeintroducethememberofourteam.YangchenXu

istheleaderoftheteam,shetakesthewholesituationintoaccountandplanaccordingly,LingWuisthekeynotespeaker,shewouldintroducetheprojectindetailsandshowtheachievementwehavegained.Nowletmeshowyoutheprocessofourmeetinginthelastcoupledays.beforewetooktheproject,wehadadiscussionaboutthemaintopicoftheproject,andthenwesearchedforinformationinindividual.whenthepreparationwasdone.wegotalltheinformationtogetherintoaPPT.Moreover,afterthat,wehadaanothermeetingtocompletethePPTinthedinningroom.That’sallthepreparationweworkedfortheproject,nowlet’swelcomethekeynotespeakertointroduceourprojecttoyouindetails.PrologueTheteam

photoloading···

Theproductmarketpositioning

01Thedefinitionofproductmarketpositioning

02For

theenterprisemarketpositioning

basisand

task03Productpositioningsteps

01Thedefinitionofproductmarketpositioning

02For

theenterprisemarketpositioning

basisand

task03Productpositioningsteps

01Thedefinitionofproductmarketpositioning1.1Howtounderstand

themeaningof

productmarket

positioning❶Yourproductcansolvewhatdemand?❷Whatarethefunctionsandcharacteristicsof?❸Productsaremainlytargetedatwhatkindofcrowd?❹thesepeoplehavewhatkindofcharacteristics?❺Importanceofproductmarketpositioning01Thedefinitionofproductmarketpositioning1.2Thethinkingandanswer

Themarketpositioningofthemeaningisreferstotheenterpriseaccordingtothecompetitorsontheexistingproductsinthemarketposition，Thedegreeofattentionofsomeoftheproductsforthecustomercharacteristicsorattributes,Thedistinctiveshapeoftheenterpriseproduct,givestheimpressionofadistinctiveimage，Thisvividandpassedtothecustomer,sothattheproducttodeterminetheappropriatepositioninthemarket.

Marketpositioningisnotwhatyoudoforaproductinitself,butwhatdoyoudointhemindsofpotentialconsumers.

Substantivemarketpositioningistoenabletheenterpriseandotherenterprisesstrictlyseparated,

Makecustomersfeelandrecognizethissignificantdifferenceinthemindsofcustomersandthusoccupiesaspecialposition.

Strategicdesign,determineitsownposition!~clearunderstandingoftheirtruevalue,andtodevelopfuturegoalsisveryimportant,marketpositioningisactuallydesignedtoguidetheoverallstrategy,inwhichoccupiesaveryimportantposition!Clearmarketpositioningtotheactualsituationontheirownstrategicdesign01Thedefinitionofproductmarketpositioning

02For

theenterprisemarketpositioning

basisand

task03Productpositioningsteps

02For

theenterprisemarketpositioning

basisand

task1Dependingontheproductattributesandcustomerbenefitsobtainedpositioning2Accordingtotheintendeduseoftheproductpositioning3Accordingtouserlocation4Accordingtoproductqualitypositioning5AccordingtocompetitivepositioningThefive

part：02For

theenterprisemarketpositioning

basisand

task2.1Dependingontheproductattributesandcustomerbenefitsobtainedpositioning

Dependingontheproductattributesandcustomerbenefitsobtainedpositioning.Ownattributesandbenefitsoftheproductthusobtainedtomakethecustomerexperiencetoitsmarketposition,companiesthroughadvertisingandotherpromotionalmeasurestostrengthentheuseoftheinterestinthemindsofcustomersoftheproductobtained,throughtheuseofthecustomer,leavingadistinctimpressionintheirminds.

Forexample,ToyotaMotorwillfocuson"economicallyviable",Sweden'sVolvocarthenpayattentionto"durable".Undernormalcircumstances,whenanewproductmarketpositioningshouldbeemphasizedthattheinterestsofitsproductsandcustomersacquiredproperty.02For

theenterprisemarketpositioning

basisand

task2.2Accordingtotheintendeduseoftheproductpositioning

Accordingtotheintendeduseoftheproductpositioning.Thisismainlyforsomeolderproducts,duetoadvancesintechnology,theyaregraduallybeingreplacedbyanewproduct,marketgraduallylost,thentheneedforrepositioningoldproducts,thedevelopmentofitsnewintendeduse,butalsobeabletoselloldproductstonewheights.02For

theenterprisemarketpositioning

basisand

task

Accordingtouserlocation.Oftenbusinessownersaretryingtogettheirproductstorecommendtotheappropriateuserorasub-marketinordertocreateanappropriateimagebasedonthesub-market.2.3Accordingtouserlocation

Rolls-Royceontheuseofthispositioningmethod,Theyputthe"RollsRoyce"carspositionedintheidentityofthehighsocietyofspecialvehicles,whetherthepurchasertobuyeligibilityreview,onlywiththepurchasequalifiedpersoninordertoobtaintherighttobuytheircars,mainlythroughthedifferentcolorstodistinguishtheidentityofthepurchaser,IftheblacksedanisonlyavailabletotheBritishroyalfamilyandnobles,formerU.S.PresidentandNATOAlliedCommanderDwightD.EisenhowerwantedtobuyablackRolls,theresultsalsofailedtofindit,justbuyayellowcar.Inthisway,theimageoftheproducttomaintainthecar,sothattheRollsRollseternity.02For

theenterprisemarketpositioning

basisand

task2.4Accordingtoproductqualitypositioning

Stressedthattheproductsaredividedintothreegradesofrankorgradetheproductpositioning,differentgradeshavedifferentpricesfordifferentconsumers;Forhigh-endconsumerstoprovidehigh-endproducts,whilethelow-endconsumerproductsprovidelowlevel.

Suchpositioningtomeettheneedsofconsumersindifferentgrades,whichcanimprovethecompetitivenessofenterprises,increasesalesofproductsthroughthismethodcanalsoenhanceproductpositioningimpressioninthemindsofconsumers.02For

theenterprisemarketpositioning

basisand

task2.5Accordingtocompetitivepositioning

Productscanalsobepositionedtocompetewithdifferentattributesandbenefitsaredirectlyrelated.01Thedefinitionofproductmarketpositioning

02For

theenterprisemarketpositioning

basisand

task03Productpositioningsteps

03ProductpositioningstepsFivesteps:Inactualcombat,thecharacteristicsofproducts,theinherentuniqueadvantages,competitiveadvent-age,Andthecharacteristic,targetmarketneedsanddesires,consideredtogetherStep(e):theneedsofthetargetmarket.Nextisthedemandcharacteristicsoftheproductandthetargetmarketanddesiretogether.Sometimes,marketersmustbebetweentheproductand

thetargetmarketcharacteristics,drawmanylines,consumersarestilltofind