互联网的拥趸们强调,媒体的形式变了,媒体社交化了,阅读渠道被“朋友圈”了,大数据、云计算不再是一个纯粹的概念,产业跨界导致品类创新大量涌现,新品类的周期不太可能“富三代”了。但是,定位理论诞生于“信息(媒体)爆炸”“产品爆炸”“广告爆炸”的背景之中,力图以简驭繁。这三个爆炸在互联网时代不仅没有得到改善,反而更加突出。特劳特于2010年接受《商业评论》采访时指出:“毫不夸张地说,对于互联网企业而言,定位就是一切。”在 Internet fans stressed that the form of media has changed, the media has become socialized, the reading channel has been “circle of friends”, and big data and cloud computing are no longer pure concepts. As a result, industrial innovation has led to a large number of category innovations , The new category is unlikely to cycle “rich three generations.” However, the positioning theory was born in the background of “information (media) explosion”, “product explosion” and “advertising explosion.” These three explosions in the Internet era have not only not been improved, but more prominent. In an interview with Business Review in 2010, Trout said: “It is no exaggeration to say that positioning is everything for Internet companies.”