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Brand positioning in marketing

2019-11-04 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- Brand positioning in marketing,供大家参考学习,这篇论文讨论了市场营销中的品牌定位。如今,市场经济蓬勃发展,企业之间的竞争越来越激烈,消费者在购买产品时,不仅注重质量和价格,而且注重品牌定位和产品的新鲜度,因此,企业要想在激烈的市场竞争中占有一席之位,首先要明确自身的品牌定位。市场营销是指企业在适合的时间、适合的地点以适合的价格、适合的信息沟通和销售手段,将产品或者服务提供给消费者。在一定程度上,品牌定位包含于市场营销。

With the improvement of national economic level, new products keep emerging in the market. Brand marketing can strengthen consumers' cognition of products and generate a sense of trust. However, at present, most enterprises in China are unable to clearly position the brand, or even misposition the brand, which seriously affects the economic benefits of enterprises. Therefore, enterprises should understand the market demand, develop brand marketing strategy, scientific positioning brand, so as to enhance the market competitiveness of enterprises.

With the vigorous development of China's market economy, enterprises are determined to compete more and more fiercely. When consumers buy products, they not only pay attention to the quality and price, but also pay attention to the brand positioning and freshness of products. Therefore, in order to occupy a position in the fierce market competition, enterprises should first define their brand positioning.

Marketing means that an enterprise provides products or services to consumers at the right time and place at the right price, information communication and sales means. To some extent, brand positioning includes marketing. National brands - rings of the sea, for example, the earliest brand positioning is the villages and towns young men, both brand spokesperson and shooting style to advertising or publicity posters, will be toward a township enterprises carry out in the end, but as the sea billow hire a new designer and the public, the change in brand positioning as a frigid winds, market sales soared, thus, brand positioning has an important role in marketing.

Throughout our country enterprise development, widespread lack of consciousness of innovation, the enterprise in the process of operation and brand positioning only attach importance to economic benefits, and ignoring the brand positioning for enterprise economic benefit and future development, the influence of the reason is the enterprise internal management personnel lack of innovation consciousness, cannot undertake the right brand positioning. The brand positioning of some domestic enterprises is borrowed from the marketing model of foreign enterprises, but not combined with the actual situation of their own enterprises. Such a marketing model is not conducive to the long-term development of enterprises, nor can it adapt to the development of the domestic market. In addition, in the network information era, some enterprise managers stubbornly adhere to the traditional brand positioning concept, inflexible, enterprises can not inject fresh "blood", thus reducing the competitiveness of enterprises.

Some domestic enterprises' brand positioning means are too formalized and ignore their internal meaning, which seriously hinders the development of domestic enterprises' brand positioning. At the same time, some enterprises do not realize the importance of brand positioning, but blindly imitate and draw lessons from others, without considering the actual situation of market development and the business model of the enterprise. They blindly follow the trend, and the brand positioning is basically the same, which leads to the lagging development of China's economy.

Enterprises should comprehensively consider the market and products and other aspects of the situation, reasonable brand positioning, if positioning too much or blindly follow the trend, will be fuzzy brand positioning, not conducive to the long-term development of enterprises, therefore, enterprises should combine the actual, correct brand positioning.

Enterprises should conduct a questionnaire survey in advance to understand consumers' cognition of the brand so as to accurately position the brand. Some consumers cannot well understand the visual image design of a brand for a variety of products, so it is difficult for consumers to feel the difference of a brand in the image experience. In addition, the popularity of some old brands is very high, the image is also deeply popular, but can not adapt to the rapid development of modern society, it is difficult to catch the eye of young market consumers. If the enterprise brand cannot conform to the development trend of The Times, it will eventually be replaced by a new brand. Therefore, the enterprise should timely understand consumers' cognition of the brand and adjust the brand positioning appropriately.

Under the background of network economy, enterprises should correctly understand network brand and common brand. Network brand is a brand that is operated in the network space and propagandises through the network, and then is known by the public. Network information dissemination is timely and extensive. To a certain extent, network brands are more attractive to consumers than ordinary brands. Therefore, enterprises should highlight their product advantages and seize the initiative in the fierce market competition environment.

Enterprises in marketing brand positioning process pay attention to the following issues. First, target positioning. Enterprises can investigate the market development in advance and combine with consumer demand. On this basis, they can produce products that can not only meet consumer demand but also guarantee the profits of enterprises, so as to enhance the total amount and power of enterprises in the market competition. Second, get ahead. Enterprises in the process of doing market research, efforts to dig vacant areas, and quickly occupy the market. Third, associate strong brands. There is a clear brand cognition in consumers' mind. In marketing activities, enterprises emphasize the advantages of products and associate with strong brands, so that consumers can have more choices or even replace them. In addition, during brand positioning, enterprises should try their best to integrate with consumers' feelings and concepts, deeply understand consumers' psychological activities, integrate care and nostalgia into products, so as to arouse consumers' inner feelings and shorten the distance between consumers and products. Fourth, profit positioning. Good quality and reasonable price has always been the pursuit of consumers, hope to buy good quality and reasonable price of products. For products of the same type and function, consumers tend to choose the products with lower price. Fifth, interest orientation. Consumers' psychology, values and personality are all factors that affect their consumption behavior, and some functions of the product can meet the psychological needs of consumers and arouse resonance, so as to have a deep impression on the enterprise brand.

To sum up, some Chinese enterprises still have many problems in the process of brand positioning, and their products cannot meet the needs of every consumer. Therefore, the enterprise should combine the market demand and the actual situation, reposition the brand, develop the reasonable marketing plan, and then enhance the enterprise influence, promote the enterprise to occupy the dominant position in the fierce market competition, increase the enterprise economic benefits.

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