第五讲 市场定位(Positioning)(市场营销管理,北大 符国群)

第五讲市场定位（Positioning）符国群教授2003.4.10Positioningisthewayconsumersthinkaboutyourproductorbrandinrelationtootherproductsandtotheirownidentitiesandlives什么是定位定位利益成本营销战略经理利益成本顾客市场行为营销战术产品服务品牌定价促销分销顾客心目中的价值参照点（ReferencePoint）功能因素金钱因素心理因素利益成本功能、经济、心理利益功能、经济、心理成本成功定位4Ds1.

Define:thenewproductbrandasamemberofsomeproductcategory2.Differentiate:fromothercategorymembers(insomewaythatismeaningfultotargetconsumers)3.Deepen:theconsumerunderstandingofthebrand'sbenefitneeds(explicitlyrelateittoconsumers'goals)4.Defend:thepositioningovertime定位声明（PositioningStatement）目的：对营销战略予以高度概括，以指导战术决策。组成成分：目标市场参照系顾客需要（非比较性定位）竞争品（比较性定位）价值建议（ValueProposition）ProductCategoryYourBrandBrandX竞争定位（Competition-based）Source:SternthalandTybout,2001PointsofParityPointsofParityPoint-of-Difference目标定位（Goal-based）BrandEssenceGoalBrandOtherObjectsLadderingPointofComplementarityUsingLadderingToDeepenPositioning

BrandEssence 顾客目标

核心利益

功能结果

属性TheValueEquation:IntegratingandDefendingthePositioning

1980sValue

Equation=

PerformanceQuality+PsychicBenefit Time+Cost

Contemporary=

PerformanceQuality+PsychicBenefit

ValueEquation Time+CostNothingbutthebestPleasurefrom“things”Timefamine,yougetwhatyoupayforWhatfitsMYneedsPleasurefrompeople,feelingincontrolTIMEFAMINE,Informationoverloadyoupaytoomuchforwhatyouget定位声明（非比较性定位）针对（目标市场），（某某产品或服务）在（某种产品领域或需要领域）是最好或最优秀的，原因是（价值建议）。定位声明（比较性定位）针对（某目标市场），（某某产品或服务）在（某一产品领域）较（用于参照的比较物）更好，原因是（）。定位声明举例Toyoung,activesoft-drinkconsumerswhohavelittletimeforsleep,MountainDewisthesoftdrinkthatgivesyoumoreenergythananyotherbrandbecauseithasthehighestlevelofcaffeine.WithMountainDew,youcanstayalertandkeepgoingevenwhenyouhaven’tbeenabletogetagoodnight’ssleep.Source:SternthalandTybout,2001ExamplePositioningStatementsSource:SternthalandTybout,2001Tobusyprofessionalswhoneedtostayorganized,PalmPilotisanelectronicorganizerthatletsyoucarryyouraddressbook,schedule,andnotepadinyourpocket.ItissuperiortootherorganizersbecauseonlyPalmPilotallowsyoutobackupyourfilesandsynchronizewithyourPCatthetouchofabutton.Thisfeaturesavestimeandensurestheavailabilityofaback-upcopyofimportantinformation.发展定位声明：Peladow除霜器最初定位：Peladow除霜器不会使你失望，因为它在零下40度仍工作自如。定位声明1Tolargeindustrial/institutionalmaintenancemanagers,PELADOWisthebrandoficemelterforpeopleconcernedaboutprovidingthebestprotectionfortheiremployeesagainsticerelatedinjuriesandissafeonvegetationandconcretewhenusedasdirected.发展定位声明：Peladow除霜器定位声明2Tolargeindustrial/institutionalusers,PELADOWheatgeneratingpelletsmelticewhenyouneedthemto-RIGHTAWAY.Rocksaltandblendstaketimetoactivate.Youcan’taffordtowaitforanicemeltertowork.发展定位声明：Peladow除霜器ToSonny,themaintenancemanagerwholosescontrolofhisdaywhensnowandiceaccumulate,Peladow®brandde-icerputsyoubackincontrolbecauseitsheat-generat