北京大学：《市场营销管理》第五讲 市场定位

第五讲市场定位( Positioning) 符国群教授 2003.4.10

第五讲 市场定位（Positioning） 符国群 教授 2003. 4. 10

什么是定位 Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives

⚫Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives 什么是定位

定位 营销战略 成本 利益 经理 营销战术 产是服务品牌定价促销分销 成本 市场行为 利益 顾客

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 功能因素金钱因素心理因素 参照点( Reference Point 功能、经济、心理利益 成本 利益 功能、纤济、心理成本

顾客心目中的价值 参照点（Reference Point） 功能因素 金钱因素 心理因素 利益 功能、经济、心理利益 成本 功能、经济、心理成本

成功定位4Ds I. Define: the new product brand as a member of some product category o 2. Differentiate: from other category members(in some way that is meaningful to target consumers o 3. Deepen: the consumer understanding of the brands benefit needs(explicitly relate it to consumers' goals) o 4. Defend: the positioning over time

成功定位4Ds ⚫ 1.Define: the new product brand as a member of some product category ⚫ 2. Differentiate: from other category members (in some way that is meaningful to target consumers) ⚫ 3. Deepen: the consumer understanding of the brand's benefit needs (explicitly relate it to consumers' goals) ⚫ 4. Defend: the positioning over time

定位声明( Positioning Statement 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( Value Proposition

定位声明（Positioning Statement） ⚫ 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（Value Proposition）

竞争定位( Competition-based) Product Category our Brand Brand x Point-of-Difiference Source: Sternthal and Tybout, 2001

Product Category Your Brand Brand X 竞争定位（Competition-based） Source: Sternthal and Tybout, 2001 Point-of-Difference

目标定位(Goa|- based) Brand essence Goal Laddering Brand Other objects Point of Complementarity

目标定位（Goal-based ） Brand Essence Goal Brand Other Objects Laddering Point of Complementarity

Using Laddering To Deepen Positioning Brand essence少顾客目标 核心利益 功能结果 属性

Using Laddering To Deepen Positioning Brand Essence 顾客目标 核心利益 功能结果 属性

The Value Equation: Integrating and Defending the Positioning Nothing but the best Pleasure from“ things 1980s Value Equation= Performance Quality Psychic Benefit Time+ Cost Fime famine, you get whatyou pay fo What fits MY needs Pleasure from people, feeling in control Contemporary a Performance quality Psychic Benefit Value Equation Time Cost TIME FAMINE Information overload you pay too much for what you get

The Value Equation: Integrating and Defending the Positioning 1980s ValueEquation = Performance Quality + Psychic Benefit Time + Cost Contemporary = Performance Quality + Psychic Benefit Value Equation Time + Cost Nothing but the best Pleasure from “things” Time famine, you get what you pay for What fits MY needs Pleasure from people, feeling in control TIME FAMINE, Information overload you pay too much for what you get