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“加多宝开创了凉茶品类,将一个区域性产品推向了全国乃至全世界,是名副其实的凉茶领导者。在整个发展过程中,特劳特团队一直陪伴着我们走过。”——加多宝(中国)饮料有限公司执行总裁阳爱星定位:让品牌成为顾客优先选择1969年,杰克·特劳特(Jack·Trout)在美国首次提出“定位”观念,他发现商业竞争的真正战场不是市场,而是顾客心智,商战不是产品之战,而是心智之战。定位,就是在顾客心智中占据优势位置,让品牌获得顾客优先选择。40多年来,定位在全球得到了广泛传播和运用,不断发展和完善,形成了一整套如何抢占顾客心智的方法体系。2002年,特劳特中国公司成立,指导中国企业用定位打造品
“Jaddabao pioneered the category of herbal tea and brought a regional product to the country and even the whole world. It is a veritable leader in herbal tea. Throughout the development process, the team of Trout has always been with us.” — —Jeffrey (China) Beverages Co., Ltd. Executive Director Yang Aixing Positioning: Making Brands a Priority for Customers In 1969, Jack Trout first proposed the concept of “positioning” in the United States. He discovered that business The real battlefield of competition is not the market, but the customer’s mind. Business warfare is not a product war, but a war of mind. Positioning is to occupy a dominant position in the customer’s mind and allow the brand to obtain customer preference. For more than 40 years, its positioning has been widely spread and applied throughout the world, and it has been continuously developed and improved. It has formed a set of methods to seize customer minds. In 2002, Trout China was founded to guide Chinese companies to use positioning products.