Bank Equipment Manufacturing Companies Marketing Positioning Instance

There is a prevailing expression in today抯 marketing field, customers?hearts are where firms target their products. Such a saying vividly conveys how important customers?desires and preferences are to firms?marketing activities. Responding to such a need, marketing positioning focuses on guiding firms to occupy the ever best territories in customers?hearts and therefore turn out to be the winners in today抯 competitive market. Nowadays, the market is in a fierce �'tates period? More and more new brands squeeze into it while fewer and fewer physical differences could be figured out between products of different brands. Such a situation makes lots of companies feel depressed and pessimistic. To customers, things are no better. They are exposed to so many brands and products. They just could not behave as rational buyers. Under such a situation, marketing positioning theory appears to be very helpful to companies, especially to Chinese ones. Scientific analytical methods and tools are the key to make efficient positioning. Based on the above understanding, summarizing positioning theories and analyzing the case of Hejia Technologies Co.抯 Banking Equipment Marketing, this dissertation puts forward the idea that a company should apply comprehensive and scientific tools and methods to analyze the market conditions, its competitors?situations, its own competitive advantages and work out positioning chart so that the company can easily place itself in a unique position in targeted customers?hearts. The dissertation applies the idea into Hejia case and compares the ideal positioning resulted from the analysis with the real one. The dissertation means to prove the importance of correct marketing positioning and its methods.