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Letter sea trout on their own light which is positioning theory smithfield high of subversion, or is positioning theory secondary innovation? Trout high profile "repositioning" text / Wing Chun ring Trout and Ries in 1972 proposed the "positioning" theory, this theory was put forth, quickly affect the world, becoming the first ever greatest impact on the U.S. marketing concept. smithfield high With the explosive growth of the media and the consequent increase in the amount of information that we have entered an information overload and excessive spread of the era. At this time the transfer has taken place marketing battlefield, is the mind rather than the market, mental resources smithfield high into marketing vital resource. smithfield high We know that times are changing, the classical theory is also changing. But the positioning of the principle has not changed, only for the specific environment and business conditions to make new adjustments. Repositioning is consistent with the new era of business environment appropriate adjustments for the increasingly competitive environment for businesses to survive in the new marketing ideas. Trout also mentioned in this book, aimed at repositioning 3C: "Competition" (Competition), "change" (Change) and the "crisis" (Crisis). From three dimensions to re-examine corporate and product positioning. The face of competition, how to reposition for the competition, companies can also stand in opposition to reposition the opponent. For example, a classic case is the Avis (Avis) car rental companies. Then Hz (Herz) is the largest car rental company, "Max" is its advantage, but the advantage there must be behind the unavoidable shortcomings smithfield high - triggered by user multi-line, low efficiency. Avis (Avis) then launch ad: "select Avis and let us team counter shorter." For Hertz, waiting in line is caused by the advantages disadvantages, so it can not make a counter-attack against this strategy . Of course, this tip-to-head reverse positioning is tricky. Mentioned in the book, for this attack positioning, pay attention to one thing: Your attacks smithfield high must resonate every time you negative label affixed to competitors, this negative label must quickly get consumer recognition. Face of change, how to reposition have words, this world the only constant is change. We are in an ever-changing and has been the era of accelerating change, change has become the main theme of our lives. For variation, Trout propose a new word: threatening changes. Many companies may not realize it, but this change has become increasingly approaching threat. Technology is changing consumer habits are changing, smithfield high demand smithfield high shift, but as poor corporate warm boiled frog, unaware of the threat of change, the final outcome must be tragically out of the market. For example, in a small computer business was once the world's smithfield high second computer company Digital Equipment Corporation (Digital Equipment), no change in the threat to temporarily re-adjust, eventually becoming a small computer business computer smithfield high technology to the desktop replacement process of the victim was Compaq merger, which has also been followed by the company merged with Hewlett-Packard. Then the face of change, our business what kind of attitude to deal with, maybe you can "re-positioning" to find the answers. Face of crisis, how to reposition when the macro environment changes, companies face difficulties brought about the economic environment, and how to regain lost ground in the market, once again to please the market. Many companies through price promotions to achieve this, or provide a lower discount, but this is the easiest smithfield high way, of course, is the most sensible choice. Price just picked smithfield high up a pen mark the price is low, it is also released more water, let go of their profits, and he is thus drawn into the whirlpool of low-price competition. At this point, why do not companies repositioned to a new attitude into the customer's mind which, allows people to feel product value for money. The book cites two examples: Del Monte canned foods claiming it is more valuable than frozen foods. Oscar Mayer Deli declared smithfield high that "no discount delicious", these are repositioned to reshape the value of the use, of course, remodeling profits. smithfield high There is a saying, seize the essence of the problem is half the battle. Read the book, I believe that the essence of what you reposition competitors in the customer mind to realize that the position and your position in the mind of the customer smithfield high how to change the face of crisis and clearly how you reshape your value. This time, the important thing is not what you want to do, but our competitors, changes in the market and the current crisis and the plight allow you to do, which requires you to master the art of thinking and repositioning. (Edit: Niuyu Long mortalsroad@163.com)
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