| The birth of a new technology or a new application,will lead to the development of new business.The new opportunities will also emerge.Since 2015,lots of investors joined the business of virtual Reality(VR)which led the overall development of the industry.Many companies have entered the VR industry such as Microsoft,HTC,Facebook,Samsung and other internationally companies.There were more and more industries began joined the business of VR in China.September 2016,Industry of Virtual Reality Alliance(IVRA)was founded in Beijing by State Key Laboratory of Virtual Reality Technology and Systems,Beijing University of Aeronautics and Astronautics,Goertek Inc.,HTC Corporation,others major enterprises and research institutions.The development of VR not only brought the flourish but also caused the competitive of these companies.Market positioning is the most important thing for the small and medium enterprises which directly determines the survival and development of these enterprises.Company S is a start-up company with the technical background.In this article,Positioning theory and STP theory,Strategic management theory and SWOT analysis model,Michael Porter's Five Forces Model were used to research the product Positioning on the basis of Industry status and development trends of VR in order to help the company meet the needs of the market.There are five parts of this paper.Introduction,contain background and the significance of this topic,the main contents and framework of this paper.The second parts,introduce positioning theory,the history and trends of VR.The third parts,present company profile and analysis the strengths and weaknesses of S company.The fourth parts,give a reasonable market,function,customer base according to the results of this study in order to find the right direction,and develop detailed product development strategies,for the development of S company.The fifth parts,summary of the full text,prospect for products developed by S. |
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