哈根达斯在中国的定位卖的是一种消费体验,DQ的定位策略则意欲拦截低端和高端之间的主流顾客群,殊途同归,它们的定位目标就是将产品转化为品牌。品牌定位是针对目标市场确定、建立一个独特的品牌形象并对品牌的整体形象进行设计、传播等,从而在目标顾客心中占据一个独特的有价值的地位的过程或行动。其着眼点是目标顾客的心理感受,途径是对品牌整体形象的设计,实质是依 Haagen-Dazs is selling a consumer experience in China. DQ's positioning strategy is aimed at intercepting the mainstream customer base between the low end and the high end. The goal is to turn the product into a brand. Brand positioning is targeted at the target market to establish a unique brand image and the brand's overall image of the design, dissemination, etc., in order to target customers occupy a unique and valuable position in the process or action. Its focus is the psychological feelings of the target customers, the way is to brand the overall image of the design, in essence, according to