浅析定位与企业品牌的建立

中国经济近20多年来取得了巨大的发展,但同世界发达国家相比,我国的本土企业明显缺少国际性的强势品牌。国内品牌不够强大的原因很多,在当前经济形势下,产品定位不当是重要原因之一,产品缺乏合适的定位已日益成为许多本土企业建立品牌的"瓶颈"所在。因此,定位理论的建立对于国内企业营销活动具有一定的指导意义。

Positioning and Brand Establishment

Though China has achieved enormous economic growth in recent 20 years, compared with the developed countries, China still lacks in famous international brands. Of all those reasons, improper positioning is one of the importent reasons, which almost becomes the "bottleneck" for the native enterprises to establish famous brands. Therefore, the set - up of positioning theory has somewhat significance in guiding the native marketing activities.