Research On Evolution And Criticism Of Advertising Positioning Theories In The Era Of Mobile Internet

Throughout the development of advertising theory,it can be found that advertising positioning theory has left a strong mark on the historical picture of the development of advertising theory.This theory is still concerned by experts and scholars.In the context of the rapid development of Internet technology,business and trade forms are becoming more and more varied,and advertising and marketing methods are becoming more and more diverse.In such a market environment,whether the advertising positioning theory can be applied to advertising and marketing in the mobile Internet era,this article takes this question and researches the practicality and timeliness of positioning theory.The thesis focuses on the advertising positioning theory,basing on the comprehensive explanation of the relevant literature,the evolution and changes of this theory,it links the theoretical content with practical applications,and draws speculative conclusions based on dialectical analysis and reference to similar theories.The specific content structure is as follows:First,by combing the origin and development of positioning theory,it can be seen that the original origin of positioning theory can be traced back to the 1950s,and then from the formal birth of positioning theory in the 1960s until the 21st century,positioning theory continues to evolve and develop under the leadership of Trout and Rees.After the 21st century,the theory has entered a new era of pioneering development.Positioning theory has entered China,and many successful marketing cases have been formed in practice.Secondly,on the basis of analyzing the current ecological environment of mobile Internet,we sort out the controversial criticism that positioning theory is facing,and summarize them into "outdated theory","despising user theory","restricting creativity theory" and "weak effect theory"?Finally,the thesis refers to the evolutionary of IMC theory,combines the core connotation and innovative content of positioning theory,explores the frontier direction of advertising positioning theory in the mobile Internet era,and concludes that the theoretical innovation paths can be as follows:big data intelligent marketing Integration,exploration of consumer mind focus online and integration of interactive cooperative marketing.The thesis considers that the generation of the theory is based on the era,and the survival of the theory reflects whether it fits the era or not.The research on the evolution and criticism of positioning theory aims at tracing the roots of positioning theory and fully understanding it.Basing on that,the article analyses the usability of theory dialectically,combining with the characteristics of the times,proposes its own innovative understanding,which promotes the innovation and development of advertising theory,and provides reference research materials for researchers,at the same time,provides marketing new ideas for the marketing industry insiders.