做品牌策劃大家有沒有遇到這樣的情況，一直都不很清晰，有的開始定位很準(zhǔn)但隨著環(huán)境背景，企業(yè)發(fā)展的變化，品牌定位卻沒有跟上，托了企業(yè)發(fā)展的后腿。品牌定位的缺失或錯誤，輕則導(dǎo)致企業(yè)業(yè)績的下滑，重則使這個品牌成為歷史，銷聲匿跡。
Do brand planning we have encountered such a situation, have not very clear, some began to very accurate positioning but as the environmental background, the change of the enterprise development, brand positioning is not followed, in the back of the enterprise development. Brand positioning of the missing or error, light led to corporate performance decline, or make the brand history, disappeared.
一、目標(biāo)客戶人群定位型
A crowd positioning model, target customers
根據(jù)目標(biāo)人群的性別，年齡，職業(yè)等來定位。像定位為女性的手機(jī)，男性的化妝品，商務(wù)人士的服裝等。這種定位具有精準(zhǔn)性，同時也具備了排他性，直接排斥掉了市場的其他人群。造成市場窄化。很多企業(yè)采取這種定位的時候會采用多品牌策略，使不同品牌分別去針對不同的人群直接排擠對手的市場空間，增大市場容量。
According to the target population of gender, age, occupation, etc. Like mobile phone positioning for women, men's cosmetics, clothing and other business people. The positioning precision, also has the exclusive, directly pushes away the rest of the population in the market. Markets narrowing. Many companies take this position will adopt multi-brand strategy, make different brand respectively according to different people directly to squeeze rival market space, increase the market capacity.
二、功能型定位
Second, the functional positioning
這種定位很簡單根據(jù)產(chǎn)品獨(dú)特的賣點(diǎn)，特有的技術(shù)等功用條件來定位，很多新品進(jìn)入市場會采用市場細(xì)分的方式挖掘產(chǎn)品的賣點(diǎn)來做這類型的定位，優(yōu)點(diǎn)是很容易讓消費(fèi)者了解產(chǎn)品的功能性質(zhì)，更容易讓人去接受，可以很容易打開市場銷路。很多企業(yè)或品牌在初始都會采用這類的定位，像某些飲料一直在強(qiáng)調(diào)營養(yǎng)豐富，補(bǔ)充vc什么的,牙膏含氟固齒，電腦全手寫，手機(jī)帶QQ，都屬于這種類型。但這種定位局限在在一定的市場環(huán)境與技術(shù)條件下，就像手機(jī)進(jìn)入智能化時代了，智能機(jī)取代了功能手機(jī)，所以定位是必須要改變的。
This positioning is simple according to the product unique selling point, the unique technology to locate the function of condition, a lot of new products into the market will adopt the way of market segmentation mining product's selling point to do this type of positioning, advantage is easy to let consumers understand the functional properties of the product, it is easier to let a person to accept, can easily open the market sales. Many companies or brands in the initial will adopt this kind of positioning, as some drinks have been stressed rich nutrition, supplementary vc, solid tooth fluoride toothpaste, all computer handwriting, mobile phone with QQ, belong to this type. But limited to the location in a certain market conditions and technical conditions, like mobile phones into the era of intelligent, smart replaced the feature phones, so positioning is must change.
三、目標(biāo)定位型
Third, target type
一些企業(yè)把定位看做了自己的目標(biāo)，動不動就喊某某領(lǐng)域領(lǐng)導(dǎo)品牌，或者第一品牌，什么領(lǐng)域?qū)＜抑惖膹V告語和口號，把這個做企業(yè)發(fā)展的目標(biāo)沒問題，但做定位去傳播是不是空了一些呢？“專家”在中國已被詬病成“磚家”了看來消費(fèi)者對這些不感冒。領(lǐng)導(dǎo)者是靠實力不是靠口號來做的。
Some companies turned its positioning as its goal, easily shout so-and-so areas leading brand, or the first brand, what slogan slogan and domain experts, do the enterprise development target of no problem, but some empty do positioning to spread? "Experts" in China has been criticized as "brick house" it doesn't seem that consumers in these cold. Leader is to rely on the strength not to do by slogans.
四、企業(yè)理念型定位
Four, enterprise concept positioning
根據(jù)企業(yè)的管理經(jīng)營理念為品牌定位，像什么以人為本，服務(wù)周到類的，企業(yè)理念是企業(yè)秉持的一種商業(yè)原則，用來做品牌定位是不適合的，不能有效傳達(dá)品牌的性格與內(nèi)涵。原則與性格是兩回事，前進(jìn)認(rèn)為品牌更多的變現(xiàn)的是特立獨(dú)行區(qū)別于其他的性格個性。
According to the management of the enterprise business philosophy for the brand positioning, like what is with the person this, courteous service, enterprise idea is uphold the principle of a kind of commercial enterprise, used to make brand positioning is not suitable for, can't effectively convey the character and connotation of the brand. Principle and character is different, the forward think more liquidity is maverick brand personality is different from other's character.
五、內(nèi)涵型定位
Five, the connotation of the positioning
很多企業(yè)有自己品牌的文化，或者產(chǎn)品有自己的象征，這些文化層次的都?xì)w為內(nèi)涵，像很多服裝定位時尚、尊貴，手機(jī)定位為精英人士專用，很多高價位產(chǎn)品都喜歡這樣定位。
Many companies have their own brand culture, or a symbol of their products, these are classified as connotation of cultural level, like many clothing fashion, noble, mobile phone positioning for the elite is special, many higher-priced products are like that.
突出文化內(nèi)涵突出自己代表的某一類群體特征。這類定位可以突出品牌的文化，但這種文化一定要有延續(xù)性，可持續(xù)性。能夠為產(chǎn)品注入更深層次的內(nèi)涵，增加產(chǎn)品附加值，但這種內(nèi)涵要能夠得到廣泛認(rèn)同性。就像說到LV你就知道是奢侈品一樣。
Highlight the cultural connotation of highlighting your representative's one kind of group characteristics. Such positioning can highlight the brand culture, but the culture must have continuity, sustainability. Can inject the deeper connotation for the product, increase product added value, but the connotation to be able to widely identity. Just like when it comes to Louis vuitton, you will know is a luxury.
企業(yè)的品牌定位是不能與企業(yè)目標(biāo)、企業(yè)理念相混淆的用這種方式定位很不專業(yè)。而不同的行業(yè)不同性質(zhì)，不同發(fā)展階段的企業(yè)采取內(nèi)涵定位還是根據(jù)目標(biāo)人群定位，企業(yè)的定位說簡單些就是為自己在品牌云集的市場中找個位置，一個適合自己，并且能夠得到認(rèn)可的位置。定位的基礎(chǔ)是市場環(huán)境與產(chǎn)品的分析，競品的整體分析，這些綜合條件下的市場細(xì)分。空白市場很簡單可以直接占位，新市場可以去卡別人的位，成熟市場沒有蹊徑那就只能去“擠”個位置了。
Enterprise's brand positioning is should not be confused with the goal of enterprise, the enterprise concept of positioning is not very professional in this mode. Different properties and different industry, different stage of development orientation of enterprises take the connotation or according to the target population, said corporate positioning is easier to find a position in the brand-name market, a suitable for yourself, and be able to get approval. Positioning is the basis of the analysis of the market environment and product, competing goods overall analysis, the comprehensive under the condition of market segmentation. Blank market is simple can directly placeholder, new market can go to the card of others, not forged the mature market can only go to "squeeze" position.
企業(yè)品牌的定位收起來簡單，做起來方方面面，市場狀態(tài)，政治環(huán)境，競品策略，產(chǎn)品分析等等做足前期的分析，還要考慮產(chǎn)品的生命周期，品類市場狀況，目標(biāo)人群研究，最后才是這個品牌的定位，根據(jù)定位去做推廣策略廣告策略等，可以看出若是前期分析錯誤，定位錯誤，后面的市場推廣，廣告費(fèi)，人力物力恐怕都要浪費(fèi)了，一步錯，步步錯，做定位請三思，專業(yè)很重要。
Enterprise brand positioning away simply, do it every aspect, market status, the political environment, competitive strategy, product analysis, and so on do preliminary analysis, consider the life cycle of product, category market conditions, targeted research, the last is the brand's positioning, according to the position to do marketing strategy and advertising strategy and so on, it can be seen that if the early stage of the analysis error, positioning error, the back of the marketing, advertising, human resources, I'm afraid to waste, step wrong, wrong step by step, do please think twice, professional is very important.
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