The Theory And Empirical Research Of Positioning Fit Based On Product Value

The product market positioning, as the core of the modern market marketing theory and the important link of the enterprise marketing practice, has the noticeable function to enterprise's survival and it's development. The marketing positioning theory created in the late-1960s of 20th century, but it may trace the 30s of 20th century when the enterprise utilized the similar idea to make product marketing strategy. The industry economy era that leading by market demand actuated the produce market positioning theory to come into being, it is one kind of marketing strategy formulation actually and its substantive characteristics is the differentiation. Because of the customer demand of buyers' market has decided enterprise's production and the operation behavior in industry economy era, so people took satisfying the customer differentiation demand as the magic weapon which subdues as the product marketing in this time, and took the customer satisfaction as the enterprise's goal, it has neglected the importance which the value and the positioning fit, then this causes the market growth effect which present stage many enterprises are pursuing being unsatisfactory.This article based on the literature collection, the reorganization and the analysis, uses the methods of the normative research and the empirical research, the qualitative investigation and the quantitative investigation, carries on the deduction and the inference to the correlation theories and the concept It has been definited the concept, the dimension and the measure index of the product benefit positioning, explained the concrete connotation which in the product marketing positioning fit, analyzed driving mechanism of the product value, based on the analysis of the product benefit positioning with the product value, the product benefit positioning with the fit, and the fit with the product value, it proposed the model and the hypothesis of product marketing positioning fit theory. Through design and revision of the initial questionnaire, it has formed the empirical questionnaire, then it has carried on the sample investigation to domestic automobile's buyers, finally it has used the factor analysis, the variance analysis and established SEM to test the theoretical models and the hypothesis of this paper. The findings indicated that the research mentality obtains the theory deduce and the data support that the article has proposed:(1) The product benefit positioning is the important link of product marketing, it can influence the product value directly, and then affects customer's purchasing behavior; (2) After introduced the intermediary variable fit to the model, it is more significant that the product benefit positioning affects product value through the fit; (3) It is significant that the fit affects the product value directly.This paper mainly has the innovation in the following two aspects:Firstly, it has introduced the value to the research of product marketing positioning theory, and it has further expanded the research field of product marketing positioning theory; Secondly, it has took the fit as the measuring criterion of product benefit positioning, broke through the limitation that measure the value with the regret and satisfaction in the traditional research.