Research On Market Positioning Of Headphone Product Of INN Company

According to the World Bank forecasts that China will become the world's largest economy in 2020.World Luxury Association released a report by showing China will surpass Japan to become the world's largest consumer of luxury goods within this year; in the fierce competitive audio industry, China is not only the world's largest headphone consumer market,but also the world's top three major luxury audio market of AKG, Beyer Dynamic and Audio-Technica brand headphone. Looking at the gap between top brand and the other brand in the market, gap has not existed in the sales network and product strength, the core is a comprehensive gap between the fundamental brand power.The major failure of many enterprises is come from their unclear”brand positioning.”It'a great challenge for the company how to achieve brand differentiation and tailor-made for the target consumer groups,how to survive in the cruel competition and effectively enhance company's competitiveness to defend the position and conquer the exciting opportunities in the market.Identifying and disseminating the brand's unique,differentiated and value pluralism,is a prerequisite for effective market positioning.Apply the precise positioning methodology in the operation,the company can not only display the main features and advantages of company's products to the core targeted customer base,identify the relevant market segments,competition situation,timely adjustment of the corporate strategy and thus conquer strong market share.The thesis fully has integrated market positioning and product positioning theory, supplementing by research on domestic and international marketing practices,conduct in-depth analysis of INN brand headphone,by the way of brand appeal,product features,consumer level, products price and marketing promotion.Develop the positioning strategy for INN brand headphones in the premium segment, provide precise market and product positioning strategy consulting,to create the image of the fashion and professional stereo acoustic belong clear heavy bass headphone with 3D technology solution.