试论战略性品牌定位的决定因素及基本模式

20世纪80年代特劳特和里斯的“定位”论曾使营销理论耳目一新,然而,传播媒介的变化,消费群体的多重化,竞争压力的不断加大,单维度定位的品牌已越来越难以适应市场,为在复杂多变的市场环境下形成持续品牌力,企业必须对品牌进行战略性定位。

On strategic brand position's decisive factor and basic mode

Jack trout and AL Ries,"positioning" theory of marketing in 1980s was so refreshing,but with the media changing,Consumer groups of multiple and increasing competitive pressure,the single dimension of the brand positioning has become more and more difficulty to adapt to the market.For the continued descending into the brand in the complicated and ever-changing market environment,enterprises must make strategic positioning of the brand.