第五讲 市场定位（ Positioning）
符国群 教授
2003,4,10
?Positioning is the way consumers think about
your product or brand in relation to other
products and to their own identities and lives
什么是定位
定位
利益
成本营销战略
经理
利益
成本
顾客
市场行为
营销战术 产品 服务 品牌 定价 促销 分销
顾客心目中的价值
参照点（ Reference Point）
功能因素 金钱因素 心理因素
利益
成本功能、经济、心理利益
功能、经济、心理成本
成功定位 4Ds
? 1.Define,the new product brand as a member of
some product category
? 2,Differentiate,from other category members (in
some way that is meaningful to target consumers)
? 3,Deepen,the consumer understanding of the
brand's benefit needs (explicitly relate it to
consumers' goals)
? 4,Defend,the positioning over time
定位声明（ Positioning Statement）
? 目的：对营销战略予以高度概括，以指
导战术决策。
? 组成成分：
– 目标市场
– 参照系
? 顾客需要（非比较性定位）
? 竞争品（比较性定位）
– 价值建议（ Value Proposition）
Product
Category
Your Brand Brand X
竞争定位（ Competition-based）
Source,Sternthal and Tybout,2001
Point-of-Difference
目标定位（ Goal-based ）
Brand Essence Goal
Brand Other Objects
Laddering
Point of Complementarity
Using Laddering To Deepen Positioning
Brand Essence 顾客目标
核心利益
功能结果
属性
The Value Equation,Integrating and
Defending the Positioning
1980s ValueEquation = Performance Quality + Psychic Benefit
Time + Cost
Contemporary = Performance Quality + Psychic Benefit
Value Equation Time + Cost
Nothing but the best Pleasure from,things”
Time famine,you get what you pay for
What fits MY needs Pleasure from people,feeling in control
TIME FAMINE,Information overload
you pay too much for what you get
定位声明（非比较性定位）
? 针对（目标市场），（某某产品或服务）
在（ 某种产品领域或需要领域）是最好
或最优秀的，原因是（价值建议）。
定位声明（比较性定位）
? 针对（某目标市场），（某某产品或服
务）在（某一产品领域）较（用于参照
的比较物）更好，原因是（ ）。
定位声明举例
? To young,active soft-drink consumers who have little
time for sleep,Mountain Dew is the soft drink that
gives you more energy than any other brand because it
has the highest level of caffeine,With Mountain Dew,
you can stay alert and keep going even when you
haven’t been able to get a good night’s sleep.
Source,Sternthal and Tybout,2001
Example Positioning Statements
Source,Sternthal and Tybout,2001
? To busy professionals who need to stay organized,Palm
Pilot is an electronic organizer that lets you carry your
address book,schedule,and notepad in your pocket,It is
superior to other organizers because only Palm Pilot
allows you to backup your files and synchronize with
your PC at the touch of a button,This feature saves time
and ensures the availability of a back-up copy of
important information.
发展定位声明,Peladow 除霜器
? 最初定位,Peladow除霜器不会使你失望，
因为它在零下 40度仍工作自如。
? 定位声明 1
– To large industrial/institutional maintenance managers,
PELADOW is the brand of ice melter for people concerned about
providing the best protection for their employees against ice
related injuries and is safe on vegetation and concrete when used
as directed.
发展定位声明,Peladow 除霜器
? 定位声明 2
– To large industrial/institutional users,PELADOW heat generating
pellets melt ice when you need them to-RIGHT AWAY,Rock salt
and blends take time to activate,You can’t afford to wait for an ice
melter to work.
发展定位声明,Peladow 除霜器
– To Sonny,the maintenance manager who loses control of his day
when snow and ice accumulate,Peladow? brand de-icer puts you
back in control because its heat-generating pellets are proven to
melt ice at all temperatures faster than any other de-icer.
– Tag-line,You can’t control the weather,but you can control the
snow and ice with Peladow?.
常见的定位错误
? Vague
? Confused
? Difference not attractive/important
? Not Sustainable
? Not realistic given a company’s reputation
新产品定位和营销计划举例, E-bikes
Idea
Electric Bicycles
Product-Market-Benefits Described,Electric Bicycles
? Electric bicycles are quiet,safe,sweat-free and zero-emission
transportation,E-bikes provide point-to-point transportation and
are part of the Personal Electric Vehicles (PEVs) product category.
E-bikes are bicycles with a battery-powered electric motor,A key
benefit is easier uphill and distance climbs (burst of power/speed
when required),They have established markets in Asia,but are
still very new to the USA.
Market Size & Penetration
? The global electric bicycle market is a high potential area with
explosive sales growth in Asia and Europe,A number of multi-billion
dollar manufacturers and 265 smaller companies are leading
development and distribution of over 400,000 e-bikes worldwide.
? In the U.S.,the market is fragmented among small entrepreneurs with
low budgets and no clear marketing strategy,Despite 65 million
bicycle owners in the U.S,and 16 million new bicycles sales annually,
e-bikes have minimal penetration into the U.S,bicycle market,In
1998,8,000 e-bikes were sold to increase cumulative U.S,sales to
25,000e-bikes to date.
Source,Buyebikes.com Factoid Sheet (1998 data).
新产品定位举例：电动自行车
市场细分
电动自行车顾客细分
商业使用 个人使用
娱乐性
功能性
Technology Enthusiasts
Bike Enthusiasts
Students
Environmentalists
Economically-constrained
(2nd car)
Commuters
Vacation/Resort Rental
Delivery Services
Patrolling Departments
In-plant Shuttle
Pedi-cabs
新产品定位举例, 电动自行车
选择一个目标市场
市场规模, more than 2,000 police bicycle units across USA; over 13,000 local
police departments and nearly 3,100 sheriff’s departments (only a 12%
penetration)
准备接受状态, enthusiasm for bicycle units continues to grow
竞争者, Smith & Wesson only major
其他类似的机会, bicycle units also used by other enforcement agencies including
park and wildlife rangers,security companies,and campus security departments
(large potential market)
关于消费者需要方面的市场调查
? Contacted 10 police departments with bike units,via e-mail to understand the product
requirements,customer needs,purchase cycle,and viability of the concept,
新产品定位：电动自行车
市场调查结果与分析
Advantages and disadvantages of Bicycles for Police Patrol (positioning
information),
(1) fewer accessibility issues than patrol cars,
(2) provide a,stealth” advantage,allowing officers to approach crimes in progress
without being seen or heard,
(3) cost effective,10 to 15 bike officers can be fully outfitted with bicycles for the cost
of one patrol car;
(4) provide greater coverage than do foot patrols,
(5) are positive for community relations,and
(6) improve the health and morale of officers,resulting in lowered departmental
healthcare and insurance costs.
HOWEVER,
There are concerns about efficacy when giving chase,Compared to car patrols,bicycles
are less able to climp hills and traverse short distances quickly.
新产品定位：电动自行车
Market Research Findings and Analysis
An electric bike provides the same benefits as a traditional bike and
? adds benefits in the areas of efficacy important to police departments.
新产品定位：电动自行车
Category = Police
Patrol Bicycles
Other Brands,Smith & Wesson
Custom,ZAP Patrol Bicycle,
Currie US Pro Police Bicycle
Ford
Think!
“Enforcer”
More effective because it is electric
Positioning Statement
? To police departments already sold on benefits of bike patrols,
and seeking greater effectiveness in catching suspects,the Ford
Think! Enforcer offers an even more effective bike,Because
the Enforcer offers the power of electric power-assist,it offers
police officers a more effective way to pursue subjects in
difficult situations,such as extended and uphill chases,With
the Ford Think! Enforcer,police officers on bike patrols can
more effectively give chase when necessary.
新产品定位：电动自行车
符国群 教授
2003,4,10
?Positioning is the way consumers think about
your product or brand in relation to other
products and to their own identities and lives
什么是定位
定位
利益
成本营销战略
经理
利益
成本
顾客
市场行为
营销战术 产品 服务 品牌 定价 促销 分销
顾客心目中的价值
参照点（ Reference Point）
功能因素 金钱因素 心理因素
利益
成本功能、经济、心理利益
功能、经济、心理成本
成功定位 4Ds
? 1.Define,the new product brand as a member of
some product category
? 2,Differentiate,from other category members (in
some way that is meaningful to target consumers)
? 3,Deepen,the consumer understanding of the
brand's benefit needs (explicitly relate it to
consumers' goals)
? 4,Defend,the positioning over time
定位声明（ Positioning Statement）
? 目的：对营销战略予以高度概括，以指
导战术决策。
? 组成成分：
– 目标市场
– 参照系
? 顾客需要（非比较性定位）
? 竞争品（比较性定位）
– 价值建议（ Value Proposition）
Product
Category
Your Brand Brand X
竞争定位（ Competition-based）
Source,Sternthal and Tybout,2001
Point-of-Difference
目标定位（ Goal-based ）
Brand Essence Goal
Brand Other Objects
Laddering
Point of Complementarity
Using Laddering To Deepen Positioning
Brand Essence 顾客目标
核心利益
功能结果
属性
The Value Equation,Integrating and
Defending the Positioning
1980s ValueEquation = Performance Quality + Psychic Benefit
Time + Cost
Contemporary = Performance Quality + Psychic Benefit
Value Equation Time + Cost
Nothing but the best Pleasure from,things”
Time famine,you get what you pay for
What fits MY needs Pleasure from people,feeling in control
TIME FAMINE,Information overload
you pay too much for what you get
定位声明（非比较性定位）
? 针对（目标市场），（某某产品或服务）
在（ 某种产品领域或需要领域）是最好
或最优秀的，原因是（价值建议）。
定位声明（比较性定位）
? 针对（某目标市场），（某某产品或服
务）在（某一产品领域）较（用于参照
的比较物）更好，原因是（ ）。
定位声明举例
? To young,active soft-drink consumers who have little
time for sleep,Mountain Dew is the soft drink that
gives you more energy than any other brand because it
has the highest level of caffeine,With Mountain Dew,
you can stay alert and keep going even when you
haven’t been able to get a good night’s sleep.
Source,Sternthal and Tybout,2001
Example Positioning Statements
Source,Sternthal and Tybout,2001
? To busy professionals who need to stay organized,Palm
Pilot is an electronic organizer that lets you carry your
address book,schedule,and notepad in your pocket,It is
superior to other organizers because only Palm Pilot
allows you to backup your files and synchronize with
your PC at the touch of a button,This feature saves time
and ensures the availability of a back-up copy of
important information.
发展定位声明,Peladow 除霜器
? 最初定位,Peladow除霜器不会使你失望，
因为它在零下 40度仍工作自如。
? 定位声明 1
– To large industrial/institutional maintenance managers,
PELADOW is the brand of ice melter for people concerned about
providing the best protection for their employees against ice
related injuries and is safe on vegetation and concrete when used
as directed.
发展定位声明,Peladow 除霜器
? 定位声明 2
– To large industrial/institutional users,PELADOW heat generating
pellets melt ice when you need them to-RIGHT AWAY,Rock salt
and blends take time to activate,You can’t afford to wait for an ice
melter to work.
发展定位声明,Peladow 除霜器
– To Sonny,the maintenance manager who loses control of his day
when snow and ice accumulate,Peladow? brand de-icer puts you
back in control because its heat-generating pellets are proven to
melt ice at all temperatures faster than any other de-icer.
– Tag-line,You can’t control the weather,but you can control the
snow and ice with Peladow?.
常见的定位错误
? Vague
? Confused
? Difference not attractive/important
? Not Sustainable
? Not realistic given a company’s reputation
新产品定位和营销计划举例, E-bikes
Idea
Electric Bicycles
Product-Market-Benefits Described,Electric Bicycles
? Electric bicycles are quiet,safe,sweat-free and zero-emission
transportation,E-bikes provide point-to-point transportation and
are part of the Personal Electric Vehicles (PEVs) product category.
E-bikes are bicycles with a battery-powered electric motor,A key
benefit is easier uphill and distance climbs (burst of power/speed
when required),They have established markets in Asia,but are
still very new to the USA.
Market Size & Penetration
? The global electric bicycle market is a high potential area with
explosive sales growth in Asia and Europe,A number of multi-billion
dollar manufacturers and 265 smaller companies are leading
development and distribution of over 400,000 e-bikes worldwide.
? In the U.S.,the market is fragmented among small entrepreneurs with
low budgets and no clear marketing strategy,Despite 65 million
bicycle owners in the U.S,and 16 million new bicycles sales annually,
e-bikes have minimal penetration into the U.S,bicycle market,In
1998,8,000 e-bikes were sold to increase cumulative U.S,sales to
25,000e-bikes to date.
Source,Buyebikes.com Factoid Sheet (1998 data).
新产品定位举例：电动自行车
市场细分
电动自行车顾客细分
商业使用 个人使用
娱乐性
功能性
Technology Enthusiasts
Bike Enthusiasts
Students
Environmentalists
Economically-constrained
(2nd car)
Commuters
Vacation/Resort Rental
Delivery Services
Patrolling Departments
In-plant Shuttle
Pedi-cabs
新产品定位举例, 电动自行车
选择一个目标市场
市场规模, more than 2,000 police bicycle units across USA; over 13,000 local
police departments and nearly 3,100 sheriff’s departments (only a 12%
penetration)
准备接受状态, enthusiasm for bicycle units continues to grow
竞争者, Smith & Wesson only major
其他类似的机会, bicycle units also used by other enforcement agencies including
park and wildlife rangers,security companies,and campus security departments
(large potential market)
关于消费者需要方面的市场调查
? Contacted 10 police departments with bike units,via e-mail to understand the product
requirements,customer needs,purchase cycle,and viability of the concept,
新产品定位：电动自行车
市场调查结果与分析
Advantages and disadvantages of Bicycles for Police Patrol (positioning
information),
(1) fewer accessibility issues than patrol cars,
(2) provide a,stealth” advantage,allowing officers to approach crimes in progress
without being seen or heard,
(3) cost effective,10 to 15 bike officers can be fully outfitted with bicycles for the cost
of one patrol car;
(4) provide greater coverage than do foot patrols,
(5) are positive for community relations,and
(6) improve the health and morale of officers,resulting in lowered departmental
healthcare and insurance costs.
HOWEVER,
There are concerns about efficacy when giving chase,Compared to car patrols,bicycles
are less able to climp hills and traverse short distances quickly.
新产品定位：电动自行车
Market Research Findings and Analysis
An electric bike provides the same benefits as a traditional bike and
? adds benefits in the areas of efficacy important to police departments.
新产品定位：电动自行车
Category = Police
Patrol Bicycles
Other Brands,Smith & Wesson
Custom,ZAP Patrol Bicycle,
Currie US Pro Police Bicycle
Ford
Think!
“Enforcer”
More effective because it is electric
Positioning Statement
? To police departments already sold on benefits of bike patrols,
and seeking greater effectiveness in catching suspects,the Ford
Think! Enforcer offers an even more effective bike,Because
the Enforcer offers the power of electric power-assist,it offers
police officers a more effective way to pursue subjects in
difficult situations,such as extended and uphill chases,With
the Ford Think! Enforcer,police officers on bike patrols can
more effectively give chase when necessary.
新产品定位：电动自行车
