【摘要】 定位是市场营销中一项重要的战略思想,但由于多种原因,人们对定位理论的理解还存在着不少 误解。理解定位的本质须从三方面入手:定位的理论渊源,定位与USP、品牌形象的关系.定位与目标 市场、营销组合的关系.只有从营销的整体性出发,方能抓住定位的本质.更多还原

【Abstract】 Positioning is an important strategic thought in marketing. However, there exist some misunderstandings of positioning theory. This paper shows that to understand positioning essence should proceed with three respects: original positioning theories, the relationship of positioning with USP and brand image, the relationship of positioning with target markets and marketing mix. In this way can the nature of positioning be clarified by taking marketing as a whole.更多还原