Question 1: How to write market analysis and market positioning. First: product source. Process. Channel.

Background. Advantage analysis. Opinions for improvement. Focus: Audience ~. Horizontal analysis Vertical analysis, divergent analysis

Question 2: How to position the market? First, do market research to investigate which market segments are profitable and suitable for your company to operate, and there are no competitors or you have enough competitiveness, so that you can position yourself. If you want to position yourself in the market, you must understand market segmentation. It can be segmented according to purchasing power and positioned as high, middle and low-end; it can also be segmented according to the characteristics of the population, such as wearing shoes, some people like leather shoes, and some people like sports shoes; there are many ways to segment. But you must also pay attention to positioning. The market you want to target must be profitable. In other words, the market size must be large enough and there must be many people buying. This is effective positioning. Market positioning includes three steps: identifying possible competitive advantages based on positioning, choosing the correct competitive advantage, and effectively indicating the company's market positioning to the market. 1. Identify possible competitive advantages Consumers generally choose products and services that bring them the greatest value. Therefore, the key to winning and retaining customers is to understand their needs and buying process better than your competitors, and to provide them with more value. By offering a lower price than competitors, or by providing more value to justify a higher price. Enterprises can position their market to provide superior value to the target market, so that the enterprise can gain a competitive advantage. Product differentiation: Companies can differentiate their products from other products. Service differentiation: In addition to relying on actual product differentiation, companies can also make their product-related services different from other companies. People Differentiation : A business can achieve a strong competitive advantage by hiring and training better people than its competitors. Image Differences: Even if competing products look similar, buyers will observe differences based on corporate or brand image. Therefore, businesses differentiate themselves from their competitors by building an image. 2. Select the appropriate competitive advantage Assume that the enterprise has been lucky enough to discover several potential competitive advantages. Now, companies must choose several of these competitive advantages to establish a market positioning strategy. Companies must decide how many types of promotions to promote and which types of benefits. Many marketers believe that companies only need to vigorously promote one benefit for the target market, while other dealers believe that the company's positioning should have more than 7 different factors. Overall, there are three main market positioning mistakes that companies need to avoid. The first is too low positioning, that is, there is no real positioning for the enterprise at all. The second mistake is overpositioning, that is, the company image conveyed to buyers is too narrow. at last. Companies must avoid confusing positioning and giving buyers a confusing corporate image. 3. Communicate and deliver the selected market positioning Once the market positioning has been chosen, the company must take practical steps to communicate the ideal market positioning to target consumers. All marketing mixes of the company must support this market positioning strategy. Positioning an enterprise requires concrete actions rather than empty talk.

Question 3: Market Positioning Analysis What is market positioning? After the scope of the target market is determined, the company must position itself in the target market. Market positioning refers to a marketing activity in which an enterprise determines how its products can approach customers after comprehensively understanding and analyzing the position of competitors in the target market. Market Positioning is an important marketing concept proposed by Al Rice in the 1970s. The so-called market positioning is that based on the competition situation of similar products in the target market and the importance that customers attach to certain features or attributes of such products, the company creates a strong, distinctive and distinctive personality for the company's products, and makes its image vivid Pass it on to customers and gain their recognition. The essence of market positioning is to strictly distinguish the company from other companies, so that customers can clearly feel and recognize this difference, thereby occupying a special position in the minds of customers.

Question 4: How to write the development background and current situation of credit cards in a market positioning report

Environmental analysis

Macro

Demographic environment analysis (Mainly targeting the population proportion of college students)

Economic analysis (analyzing the consumption characteristics and per capita consumption of the general population and college students in China)

Legal environment (explaining the relevant rules for the use of credit cards and national laws and regulations) impact)

Cultural environment (explains China’s consumption concepts and foreign consumption concepts)

Micro-environment

Consumer analysis (explains college students’ views on consumption) concepts and consumption patterns)

swot

Explain the advantages, disadvantages, opportunities and threats of credit card use among college students

Avoid threats, strengthen advantages, improve disadvantages and make differences according to the 4p theory Marketing

Question 5: How to write market positioning mainly depends on the grade of your product. If the grade of the product is high, the market positioning should be set at the middle and high-end consumer groups.

Question 6: How to write product market analysis 1. Consumer group positioning who will buy your product 2. Price positioning Your target customers’ spending power Competitors’ product prices Production costs 3. How to promote according to goals 4. Marketing strategy

Question 7: What is the difference between product positioning, target market selection and market positioning? The concepts and meanings can be found by searching online. The specific differences between them are:

Product positioning is included in market positioning. Target market selection is a prerequisite for market positioning. Market positioning must be based on the target market. , this is the so-called STP target marketing;

But you didn’t ask in the first step, that is, S, S is the market segment, T is the target market selection, and P is the market positioning (including product positioning) This is a conventional target marketing strategy formulation, referred to as STP

Question 8: How does the company position itself in the market? The following information is reprinted for reference

Market positioning was proposed by American marketing scientists Al Ries and Jack Trout in 1972. Its meaning refers to the position of an enterprise in the market based on the existing products of competitors. Position, based on the importance that customers attach to certain features or attributes of this type of product, create a distinctive and impressive image for the company's products, and vividly convey this image to customers, thereby making the product Identify the right niche in the market.

Market positioning can be completed through the following three steps:

1) Identify potential competitive advantages

The central task of this step is to answer the following three steps Questions:

First, what is the positioning of competitors’ products?

Second, how satisfied are the customers’ desires in the target market and what do they really need?

Third, what is the target market? What should and can be done by competitors' market positioning and potential customers' real needs and benefits?

To answer these three questions, corporate marketers must use all research methods to systematically design and search , analyze and report information and research results on the above issues.

By answering the above three questions, enterprises can grasp and determine their potential competitive advantages.

2) Core competitive advantage positioning

Competitive advantage indicates the company's ability to outperform its competitors. This capability can be either existing or potential. Choosing a competitive advantage is actually a process of comparing the strengths of an enterprise with its competitors in all aspects. The comparison indicator should be a complete system. Only in this way can the relative competitive advantage be accurately selected.

The usual method is to analyze and compare the strengths and weaknesses of an enterprise and its competitors in seven aspects: business management, technology development, procurement, production, marketing, finance and products. In this way, the most suitable advantageous projects for the enterprise can be selected to initially determine the enterprise's position in the target market.

3) Strategy formulation

The main task of this step is for the enterprise to accurately communicate its unique competitive advantages to potential customers through a series of publicity and promotion activities, and to establish a positive relationship among customers. Leave a deep impression on my mind.

First of all, target customers should understand, know, be familiar with, identify with, like and prefer the company's market positioning, and establish an image consistent with this positioning in the minds of customers.

Secondly, enterprises use various efforts to strengthen the image of target customers, maintain understanding of target customers, stabilize the attitude of target customers and deepen the feelings of target customers to consolidate an image consistent with the market.

Finally, companies should pay attention to deviations in target customers’ understanding of their market positioning or the ambiguity, confusion and misunderstanding of target customers caused by mistakes in the company’s market positioning promotion, and promptly correct images that are inconsistent with market positioning. . Even if the company's products are positioned appropriately in the market, repositioning should be considered under the following circumstances:

(1) The new products launched by competitors are positioned near the company's products, encroaching on the company's products. Part of the market for the product has caused the market share of the company's products to decline.

(2) Consumer needs or preferences have changed, causing the company's product sales to plummet.

Repositioning refers to an activity in which an enterprise redefines a certain image for products already sold in a certain market in order to change consumers' original understanding and strive for a favorable market position. For example, a daily chemical factory produces baby shampoo to attract families with babies by emphasizing that the shampoo is not eye-catching. But as birth rates fell, sales dwindled. In order to increase sales, the company repositioned its product to emphasize that using the shampoo can make hair soft and shiny, so as to attract more and wider buyers. Repositioning is essential for enterprises to adapt to the market environment and adjust marketing strategies, and can be regarded as a strategic shift of the enterprise. Repositioning may lead to changes in the name, price, packaging and brand of the product, and may also lead to changes in product uses and functions. Enterprises must consider the costs of positioning transfer and the benefits of new positioning.

Question 9: What is the difference between market segmentation and market positioning? Market segmentation and market positioning are two different concepts.

The so-called market segmentation refers to dividing an overall market (the overall market is usually so large that it is difficult for companies to serve it) into several sub-markets with the same characteristics based on consumer desires and needs. process. Therefore, consumers belonging to the same market segment have very similar needs and desires; consumers belonging to different market segments have obvious differences in their needs and desires for the same product.

For example, some consumers like watches that are basically accurate in timekeeping and relatively cheap; some consumers need watches that are accurate in timekeeping, durable, and moderately priced; and some consumers require watches that are accurate in timekeeping and symbolic. Meaningful luxury watch. The watch market can be divided into three sub-markets accordingly. Of course, there are many bases for segmenting the market for the same product, and the segmentation results are also different. The target market is the market segment for which the company decides to provide * products and services.

Kotler believes that positioning is the act of designing a company's products and marketing mix to fit a specific position in the minds of consumers.

Question 10: What are the methods of target market positioning? The method of target market positioning can be divided into four specific steps:

1. Establish a market structure diagram

Any product has many attributes or characteristics, such as price, The quality, the size of the specifications, the number of functions, etc. Any two different attribute variables can form a coordinate, thereby constructing a floor plan of the target market.

It is very common to use the price and quality of the product as the horizontal and vertical coordinate variables to establish a coordinate to analyze the target market, because these two attributes of any product are what consumers are most concerned about. Of course, according to different products, companies can also choose other attributes that consumers care about, such as the specification-speed combination for analyzing the tourist bus market; the taste-weight combination for analyzing the coffee market, etc.

2. Roughly outline the competitive situation on the market structure diagram

The second step in target market positioning is to indicate the positions of existing competitors on the market structure diagram (on the coordinate plane point) and its market share size (area of ??the circle). Take Figure 7-5 as an example. The four circles: Factory, B, C, and D respectively represent the four existing competitors in the target market. The coordinates of the center of the circle reflect its actual positioning in the target market, and the area of ??the circle indicates The sales volume of each competitor. We can see that Company A is a well-known company in the computer market and produces high-quality and low-priced products; Company B produces mid-range products of medium quality; Company C occupies the low-end product market and provides products at low prices. Low-quality products; Company D provides low-quality products at high prices, which is simply a market liar. Among these four companies, company A has the best sales and the largest market share.

After completing the second step, the company will get a detailed "combat map", and the distribution and strength of the "opponents" will be clear at a glance.

3. Preliminarily determine the positioning plan

Try to insert the small flag representing the company into different positions on the "combat map". Each position represents a positioning plan. After analyzing and evaluating various possible solutions, the most ideal one is selected as the preliminary positioning. After detailed demonstration by the relevant departments, it is determined by the enterprise decision-making authority.

4. Revise the positioning plan and reposition

Whether the company's positioning is accurate is the key to the success or failure of the company, so after the initial positioning is completed, some investigation and test marketing work should be done , find deviations in time and correct them immediately.

Even if the initial positioning is correct, you should still be aware of the dynamic changes in the market environment and be ready to reposition the product at any time. Generally speaking, three changes are forces that prompt companies to consider repositioning: first, shrinking consumer demand or shifting consumer preferences; second, changes in competitors' positioning strategies and strengths, which threaten the company's development in the target market; The third is the change of the enterprise itself, such as mastering a cutting-edge production technology that significantly reduces production costs or can produce products that could not be developed before. Repositioning is repositioning and can be regarded as a strategic shift of the enterprise. The difference in positioning before and after can be regarded as the distance of transfer. Usually repositioning may lead to changes in the name, price, packaging and brand of the product, and may also lead to changes in the use and function of the product. Enterprises must consider the costs of positioning transfer and the benefits of new positioning.