(1) Market Positioning Diagram The above diagram is a "market positioning diagram" designed according to the market positioning theory and related to the market development project of an enterprise. The positioning map shows that H home appliance factory is ready to enter the refrigerator market. Through market investigation and analysis, it is known that consumers are most concerned about the quality level and price level of products; It is also known that there are three manufacturers A, B and C in this market, and their market positioning positions are as shown in the figure. The "market positioning map" is designed based on the matrix table, and the circles in the map represent the positioning positions of competitors and the positioning schemes of enterprises themselves; The size of the circle indicates a certain enterprise and its market share. Requirements for the specification of the positioning map. (II) Design of "Market Positioning Map" Step 1: Investigate the factors affecting market positioning. 1. Market positioning of competitors. It is necessary to understand the market positioning of competitors' products, what are the characteristics of products, and how their images are in customers' minds, and to measure competitors' competitive advantages in the market. 2. Evaluation criteria for products by target customers. It is necessary to know the buyers' greatest wishes and preferences for the products they want to buy, and what their evaluation criteria are for the quality of the products. The evaluation criteria of different products are different. Generally speaking, consumers are mainly concerned about product function, quality, price, style, service, power saving, low noise and so on. 3. The potential competitive advantage of the enterprise. Generally speaking, there are two forms of competitive advantage: first, under the same conditions, the price can be lower than that of competitors, thus having a competitive advantage in price; Second, it can provide more products with more characteristics, which can better meet the needs of customers, thus having a competitive advantage in product characteristics. Step 2: Determine the basis of product positioning Based on the survey of consumers, determine the basis of product positioning. Generally speaking, the factors of product positioning are product function, quality, price, style, service, power saving, low noise and so on. According to the factors that consumers are most concerned about in product evaluation, and according to the different combinations of these positioning factors, different positioning maps can be drawn. For the convenience of analysis, it is required to use the plane positioning map determined by the combination of price and function. (as shown in the figure below) Step 3: Clarify the competition in the target market. On the basis of the investigation and analysis of competitors, mark the positioning of existing competitors on the positioning map. The three circles in the above picture represent three competitors. Enterprise A produces products with medium price and few functions, and the market scale is the largest. B enterprise produces high-priced, multi-functional products with a general market scale; Enterprise C produces products with low price and few functions, and the market scale is the smallest. Step 4: Determine the market positioning of enterprise products. According to the market and competition situation, the enterprise can accurately determine the competitive advantage of the enterprise, choose the appropriate positioning strategy and make the correct market positioning. H1, H2 and H3 in the figure represent three market positioning schemes. (III) Analysis of Market Positioning Map 1. Using the strategy of "filling positioning" and adopting the "H2" positioning scheme to fill positioning can avoid competition, quickly gain a foothold in the market, and quickly establish an image in the minds of consumers or users. This positioning method has less risk and higher success rate, and is often adopted by most enterprises. If the enterprise can produce high-quality products at a lower cost, it should adopt the "filling positioning strategy" and adopt the H2 positioning scheme. There is no competitor in this market, which is conducive to the success of the enterprise. Positioning note: (1) Study the blank space of the market because there is no potential demand or competitors are too busy to take care of it. (2) If it is determined that there is potential demand, it is necessary to consider whether there is enough demand scale in this market part and whether it is enough to make the enterprise profitable. (3) It is necessary to objectively consider whether the marketing management ability of the enterprise is competent for the development of the market part and whether it has enough technical development ability to provide enough products. 2. Using the "parallel positioning" strategy and adopting the "H3" positioning scheme for parallel positioning has certain risks, but many enterprises think that this is a feasible positioning attempt that can motivate themselves to make progress, and once it is successful, it will gain a huge market advantage, because this market part is definitely the most profitable part. If the enterprise has limited strength, it can adopt "parallel positioning strategy" and H3 positioning scheme. In this market, the strength of competitors is also limited, which is conducive to the success of small enterprises. Positioning attention is to know yourself and yourself, especially to evaluate your own strength soberly, not necessarily trying to crush each other, as long as you can share equally, it is a great success. 3. The purpose of using the "confrontation positioning" strategy and adopting the "H1" positioning scheme is that the enterprise is ready to expand its market share and is determined and capable of defeating competitors. If there is a large demand for high-quality and high-priced refrigerators in the market; Moreover, this enterprise has the advantages of being stronger than enterprise B and being able to develop better products. Therefore, H1 positioning scheme should be adopted when adopting "confrontation positioning strategy". Positioning Note: Enterprises can adopt confrontational positioning in the following situations: (1) The strength is stronger than that of competitors. The so-called strength refers to the comprehensive embodiment of enterprise's product development, scientific research, sales, financing, advertising, publicity and image strategy. (2) The target market area selected by the enterprise has been occupied by competitors, and there is no possibility of coexistence with it, so the enterprise is sure to win the market. 4. Using the "repositioning" strategy and re-adopting the "new" scheme, it is necessary to re-formulate a new scheme and reposition according to the specific changes and the design of the enterprise. Positioning attention: The scheme is adopted in the following situations: (1) The business strategy and marketing objectives of the enterprise have changed. (2) Enterprises are facing fierce market competition. (3) the development and change of the consumer demand of the target customers. The picture can't be uploaded. If you need to contact me, xiaomao8345@163.com will ask: I can't. Is there any other case? This case is exactly the same as what our old teacher said. Can you change it? Thank you! Answer: /market/al/211611/4937.html For reference, ask: There is no picture, cry! There must be a market positioning map! Thank you all the same. Can you find another one with me? Answer: /BPO.asp OK? Follow-up: Hey, I'm going crazy because there are pictures and no analysis. Answer: Then there's nothing I can do. Use my own brains ~ Come on ~ I'm optimistic about your adoption

.