| The marketing positioning theory born on the end of sixties last century,Its appearance marks leap of theory development of marketing. This thesis emphasizes the important meaning in the marketing history of the theory through reviewing the development course of the marketing theory, and combine the development of era, point out the deficiency and limitation of the theory; This thesis is still on the basis of combining relevant marketing theory and marketing to practise, the analytical method of the positioning in the whole course after putting forward marketing, Combine marketing work of Compound jujube kernel capsule, show marketing the application course of the analytical method of the positioning in the whole course.This text find tradition positioning theory have limitation that it proceed from products and does not proceed from consumer instead of modern marketing compared with 4Cs theory; Compared with 4Rs theory, positioning theory confine to so long as orient other ideals condition that will be solved in conformity with the edge of success, Besides, compare with the situation that combine marketing, combine marketing and put emphasis on utilizing all resources and various kinds of means to transmit the theory of the products, positioning theory put emphasis on and occupy one unique position in consumer's mind only, But how about realize whether positioning, how to keep etc., But the technological analysis of operation of ones that orient the theory and lack clearly , And this is exactly the key that product's positioning could be carried out.This text is inheritting the tradition and positioning theory quintessence and absorbs 4Rs theory of 4Cs theory and combine marketing theory in but the place of reference, Have proposed The marketing positioning theory in the whole course, namely everything set out from customer to positioning among several marketing tactics in the whole course of marketting, It is of various fields to establish the difference ization to products and space-time that in,etc. to be, whether it establish at marketing every link ( such as marketing strategy, products, price, or channel,promote) on different from competition difference ization of the productses make positioning, And make every link make positioning and support each other, match each other, the system is coordinated , Make one reach consumer to consumer's products worth satisfieding with in way that consumersare satisfied with. The marketing positioning theory in the whole course broke through and developed the products positioning this traditional category with the conscientious attitude ,and popularize The marketing positioning theory to marketing links, such as price, channel, promoting,etc. , Refer to importance that link make a reservation the above due to highly, come and combine marketing positioning problem of the whole course with one eyes that system synthesize.This text also set up the management model and analytical method of the marketing positioning in the whole course especially at the same time, Have put forward detailed localization management and concrete train of thought of analysis and tool, and make it does not become theory that is only a empty talk , but also become a kind of method that can be operated, And the positioning of the Compound jujube kernel capsule as the example in the whole course , show vividly that positioning the application course of the analytical method in the whole course .The analysis and management of marketing positioning in the whole course , has already inheritted the distinctive quality on the formulation of marketing strategy of the tradition positioning , Regarded course of the system, canning be operated, procedure ization as and positioning the application in the concrete work of marketing of the theory and offered a set of tools stylizing also, Enable making positioning moving towards the tactics from strategy, move towards technology from the theory. |
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