第五講 市場定位(Positioning)(市場營銷管理,北大 符國群)

第五講市場定位（Positioning）符國群教授2003.4.10Positioningisthewayconsumersthinkaboutyourproductorbrandinrelationtootherproductsandtotheirownidentitiesandlives什么是定位定位利益成本營銷戰(zhàn)略經(jīng)理利益成本顧客市場行為營銷戰(zhàn)術(shù)產(chǎn)品服務(wù)品牌定價促銷分銷顧客心目中的價值參照點（ReferencePoint）功能因素金錢因素心理因素利益成本功能、經(jīng)濟、心理利益功能、經(jīng)濟、心理成本成功定位4Ds1.

Define:thenewproductbrandasamemberofsomeproductcategory2.Differentiate:fromothercategorymembers(insomewaythatismeaningfultotargetconsumers)3.Deepen:theconsumerunderstandingofthebrand'sbenefitneeds(explicitlyrelateittoconsumers'goals)4.Defend:thepositioningovertime定位聲明（PositioningStatement）目的：對營銷戰(zhàn)略予以高度概括，以指導(dǎo)戰(zhàn)術(shù)決策。組成成分：目標市場參照系顧客需要（非比較性定位）競爭品（比較性定位）價值建議（ValueProposition）ProductCategoryYourBrandBrandX競爭定位（Competition-based）Source:SternthalandTybout,2001PointsofParityPointsofParityPoint-of-Difference目標定位（Goal-based）BrandEssenceGoalBrandOtherObjectsLadderingPointofComplementarityUsingLadderingToDeepenPositioning

BrandEssence 顧客目標

核心利益

功能結(jié)果

屬性TheValueEquation:IntegratingandDefendingthePositioning

1980sValue

Equation=

PerformanceQuality+PsychicBenefit Time+Cost

Contemporary=

PerformanceQuality+PsychicBenefit

ValueEquation Time+CostNothingbutthebestPleasurefrom“things”Timefamine,yougetwhatyoupayforWhatfitsMYneedsPleasurefrompeople,feelingincontrolTIMEFAMINE,Informationoverloadyoupaytoomuchforwhatyouget定位聲明（非比較性定位）針對（目標市場），（某某產(chǎn)品或服務(wù)）在（某種產(chǎn)品領(lǐng)域或需要領(lǐng)域）是最好或最優(yōu)秀的，原因是（價值建議）。定位聲明（比較性定位）針對（某目標市場），（某某產(chǎn)品或服務(wù)）在（某一產(chǎn)品領(lǐng)域）較（用于參照的比較物）更好，原因是（）。定位聲明舉例Toyoung,activesoft-drinkconsumerswhohavelittletimeforsleep,MountainDewisthesoftdrinkthatgivesyoumoreenergythananyotherbrandbecauseithasthehighestlevelofcaffeine.WithMountainDew,youcanstayalertandkeepgoingevenwhenyouhaven’tbeenabletogetagoodnight’ssleep.Source:SternthalandTybout,2001ExamplePositioningStatementsSource:SternthalandTybout,2001Tobusyprofessionalswhoneedtostayorganized,PalmPilotisanelectronicorganizerthatletsyoucarryyouraddressbook,schedule,andnotepadinyourpocket.ItissuperiortootherorganizersbecauseonlyPalmPilotallowsyoutobackupyourfilesandsynchronizewithyourPCatthetouchofabutton.Thisfeaturesavestimeandensurestheavailabilityofaback-upcopyofimportantinformation.發(fā)展定位聲明：Peladow除霜器最初定位：Peladow除霜器不會使你失望，因為它在零下40度仍工作自如。定位聲明1Tolargeindustrial/institutionalmaintenancemanagers,PELADOWisthebrandoficemelterforpeopleconcernedaboutprovidingthebestprotectionfortheiremployeesagainsticerelatedinjuriesandissafeonvegetationandconcretewhenusedasdirected.發(fā)展定位聲明：Peladow除霜器定位聲明2Tolargeindustrial/institutionalusers,PELADOWheatgeneratingpelletsmelticewhenyouneedthemto-RIGHTAWAY.Rocksaltandblendstaketimetoactivate.Youcan’taffordtowaitforanicemeltertowork.發(fā)展定位聲明：Peladow除霜器ToSonny,themaintenancemanagerwholosescontrolofhisdaywhensnowandiceaccumulate,Peladow?brandde-icerputsyoubackincontrolbecauseitsheat-generat