品牌定位点的选择模型研究  

Research on the Choosing Model of Brand Positioning Points

作　　者：李飞[1] 

机构地区：[1]清华大学经济管理学院,北京100084

出　　处：《商业经济与管理》2009年第11期72-80,共9页Journal of Business Economics

基　　金：国家自然科学基金重点项目(70532004);中国企业联合会项目(041504038)

摘　　要：文章在文献回顾和理论概念补充的基础上,建立了一个品牌定位点选择过程模型,包括3个阶段18个步骤:第一阶段确定利益定位点,包括确定为谁定位、列出顾客关注的利益点、找出有竞争优势利益点、判断竞争优势点是可信的、确定利益定位点的数量和进行选择等5个步骤;第二阶段确定价值定位点,包括判断价值定位必要性、确定为谁定位、列出顾客关注价值点、找出有竞争优势价值点、判断竞争优势点是可信的、确定价值定位点数量并选择等6个步骤;第三阶段确定属性定位点,包括判断属性定位必要性、列出与利益和价值定位相匹配的属性点、列出顾客关注属性点、找出有竞争优势属性点、判断竞争优势点是可信的、确定属性定位点数量并选择、依定位点和非定位点进行营销组合等7个步骤。最后对这个模型应用进行了具体说明。On the basis of current marketing literatures and the new concepts we introduced, this paper is to build the choosing model of brand positioning points. This model contains 3 phases and 18 steps. The first phase is to find the benefit-positioning points, including （1）finding the target customers, （2）listing the benefits which customers care about, （3）finding competitive benefits, （4）judging whether the competitiveness is credible, and （5）choosing the benefit-positioning points after determining the amount. The second phase is to find the value-positioning points, including （1）judging the necessity of value-positioning, （2）finding the target customers, （3）listing the values which the customers care about, （4）finding the competitive value points, （5）judging whether the competitiveness is credible, and （6）choosing the value-positioning points after determining the amount. The third phase is to seek the character-position points, including （1）judging the necessity of character-position, （2）listing the character points matching the benefit and value positioning, （3）listing the characters which the customers care about, （4）finding the competitive characters, （5）judging whether the competitiveness is credible, （6）choosing the character-positioning points after determining the amount, and （7）designing the marketing mix according to the positioning and nonpositioning points. Finally we made the explanations on this model＇s practical application.

关 键 词：定位 定位点 品牌战略 

分 类 号：F713.50[经济管理—市场营销]