What is the definition of category positioning?

First of all, category positioning is identity positioning. Simply put, it means that you use a word or sentence to define the identity of your brand. The more concrete this identity is, the better. For example, FOTILE’s “high-end kitchen appliance expert and leader”, Xiangpiaopiao’s “pioneer of cupped milk tea”, Cosmetics Sichuan’s “night skin care expert”, etc.

Secondly, category positioning is a value positioning, which is to give a value concept to the large category in which your brand is located. This concept must be easy for consumers to understand. Through this value concept, it can not only influence consumer purchases, but also It can differentiate itself from competitors, such as Haier's "Electricity-proof Wall Water Heater", Cui Zi Brand's "Xiao Mo Sesame Oil", Six Star Brand's "Long-lasting Fertilizer" and so on.

From the above two points, we can say with certainty that category positioning definitely belongs to the strategic level of marketing, because it solves the top and core two issues of the brand, that is, how do you Define your brand identity? What is the core value you bring to consumers?

These two questions seem simple, but in fact they are the most simple. Because the more top-level strategic issues are, the more common sense questions need to be answered. Just like everyone, if you want to achieve a career in this society, you must also answer "What is your identity?" What are the core values ??provided by society?” These two questions are the core propositions of career planning. The more specifically you can answer these two questions, the clearer you will be about the direction of your future life development. For example, your identity positioning is that of a university marketing teacher, and your value positioning is "a marketing teacher with 10 years of practical corporate experience." This way you have a clear place as an individual in society. What is the definition of limit and positioning?

Limit means to limit the position. It stipulates that its position can only be in a certain area, or it can also stipulate that its position cannot be in a certain area.

Positioning means precise location. What is the definition of ad targeting?

The specific content of advertising positioning

1. Product advertising positioning

There are two main categories of advertising positioning: entity positioning and concept positioning.

(1) Physical positioning

The so-called physical positioning is to highlight the new value of the product in advertising, emphasizing the differences between the brand and similar products and the benefits it can bring to consumers. Greater benefits come. Physical positioning can be divided into market positioning, product name positioning, quality positioning, price positioning and efficacy positioning.

1. Market positioning

Market positioning refers to applying market segmentation strategies to advertising activities and determining the goals of advertising.

When advertising is positioned, it is necessary to position the advertising product market based on the results of market segmentation, and constantly adjust its positioning object area. Only by advertising to specific target objects targeted by market segmentation products can good advertising effects be achieved.

2. Product name positioning

Any product has a name, but it is not possible to select a name randomly. In many areas of our country, people pay great attention to auspiciousness and smoothness when choosing product names. Of course, there are also many famous domestic product names that cannot be analyzed using modern marketing concepts, but they are all due to historical origins. It is still famous, such as Tianjin's "Goubuli" as the name of steamed bun food, which is a rather peculiar one, because after all, it was a product of a period when China's commodity economy was underdeveloped. In modern society, the products developed and produced by enterprises are not only the products themselves, but also create a cultural phenomenon, which inevitably requires the name of the product to adapt to the cultural environment.

It is said that before Japan developed and entered the US market in the late 1960s and early 1970s, it sent investigators to the United States for on-site investigation. It was found that among the words used by Americans, the most common first letters are: S, C, P, A and T. Many companies use letters that are familiar and frequently used by Americans when positioning their subsequent product names. This is not unrelated to the fact that the products of Japanese companies have occupied the American market relatively quickly.

3. Quality positioning

In real life, consumers attach great importance to the intrinsic quality of products, and whether the product quality is excellent determines whether the product can have a stable consumer group.

Many advertisements position their products on quality and achieve good advertising effects.

4． Price positioning

Position the price of your product in an appropriate range or position so that the price of the brand's products is more competitive compared with the prices of similar products, thereby occupying more in the market market share.

5． Efficacy positioning

This refers to highlighting the specific effects of the advertised product in the advertisement, making the brand's products significantly different from similar products to enhance competitiveness. Advertising efficacy positioning is based on the positioning of similar products and selects outstanding performance that is different from similar products as the focus of promotion. The advertising campaign for 7Up Soda in the United States is based on the fact that it does not contain caffeine to show its difference from Coca-Cola and other beverages.

(2) Concept positioning

Concept positioning is to highlight the new meaning and new value orientation of brand products in advertising, induce consumers' psychological set, and reshape consumers Habitual psychology, establish new values, and guide changes or development trends in market consumption. In terms of specific application, concept positioning can be divided into two types: reverse positioning and right and wrong positioning.

1. Reverse positioning

This kind of positioning is based on competitors with higher visibility and reputation to attract consumers' attention, sympathy and support for themselves, so as to achieve the advertising positioning effect of occupying a place in the market competition. While the positioning of most corporate advertisements is positive positioning that highlights the excellence of the product, reverse positioning goes in the opposite direction and takes advantage of people's common psychology of sympathizing with the weak and trusting honest people in society. On the contrary, it can Make advertising gain unexpected benefits.

2. Positioning of right and wrong

Positioning of right and wrong is to break the conceptual system under the established thinking mode and create a new concept that is beyond traditional understanding. The American 7-up soda advertising positioning that has been introduced before is a typical right-and-wrong positioning. Due to its typicality, right-and-wrong positioning is also called "non-Cola positioning" in many places.

2. Corporate Image Advertising Positioning

Corporate image is the impression left by the organization’s identification system in the minds of the public. It is the impact of the company’s physical and conceptual elements on society. Overall reaction.

The theory of modern corporate image is based on the CIS theory, that is, the corporate identity system (COrporatcldentity System) composed of concept identification (Mind identification), behavior identification (Behavior identification) and external representation identification (Visualldentity) As a basic theoretical framework, corporate image advertising positioning should focus on concept identification, behavior identification and external representation identification.

(1) Positioning of Concept Identification (i.e. M1)

Concept Identification is the core and commander of an enterprise. Generally speaking, different companies have different business philosophy and different positioning based on different concepts. Different concept recognition not only determines the personality of the enterprise, but also determines the level and quality of the corporate image.

1. Positioning of business purpose

Business purpose is the business philosophy of an enterprise, which mainly includes economic outlook, social outlook and cultural outlook. The positioning of business purpose is actually the company's self-social positioning. The positioning types of business purposes can be roughly divided into three categories: one is economic, which highlights the economic benefits of the enterprise. The second type is the economic and social type, which emphasizes both economic and social benefits, or focuses more on social benefits. The third category is economic, social, and cultural. It emphasizes both economic and social benefits, and also attaches great importance to cultural contributions to human society.

2. Positioning of business policy

Business policy is the basic criterion for enterprise implementation. From a social perspective, different industries have certain tendencies in the selection and determination of business policies. This tendency is often determined by the company's survival and development environment.

When positioning the business policy, we should pay attention to both the characteristics of the industry itself and the guiding nature of the business policy.

3. Positioning of business values

The business values ??of an enterprise are a symbol of the degree of corporate civilization and reflect the level of cultural construction of the enterprise. Correct corporate values ??can generate giant cohesion internally and inspire strong charisma externally.

The positioning of business values, but through advertising, will make the image of the company, together with its slogan, penetrate into the minds of the public.

(2) Positioning of behavior identification (ie BI)

The specific performance of corporate behavior identification and positioning is: strength positioning, product image positioning, business style positioning, corporate behavior positioning and cultural positioning .

1. Strength positioning

This positioning refers to highlighting the strength of the company in advertising, which mainly displays the strength of the company's production technology, talents, marketing and funds, as well as the company's history, present and future.

2. Product image positioning

This positioning is to highlight the advantages and characteristics of the company's main products and famous brand products among similar products, and these advantages and characteristics are consistent with the advantages and characteristics of the company's overall image. Integration in certain aspects means a distinct representation of the overall corporate image. For example, "McDonald's never sells hamburgers that have been out of the oven for more than 10 minutes and French fries that have been left out for 7 minutes." This fully reflects the strict operating standards for food production and sales in the early days. Its business activities reflect McDonald's business style to a certain extent.

3. Business style positioning

The management level, business characteristics and style of sales staff and even all employees are designed to make the company stand out from many companies operating similar products. Business style positioning is to highlight senior decision-makers, business managers, and technical personnel in advertisements, such as the American McDonald's advertisement: "Q, S, C+V (i.e., quality, service, cleanliness and added value)", which is a good way to McDonald's business style is reflected.

4． Positioning of corporate business behavior

This refers to positioning and promoting corporate business management activities in advertisements, conveying corporate business behavior and corporate social responsibility to the public, in order to achieve the effect of winning support and praise.

5． Cultural positioning

Cultural positioning is to highlight and render a personalized and unique cultural atmosphere in advertisements. Its purpose is to make the public naturally attracted to it, thereby establishing the company's reputation among the public. image. Cultural positioning means that the content of the advertisement not only displays the characteristics of the product itself, but more importantly and crucially, displays a culture, marks an expectation, represents a spirit, offers warmth, and provides a kind of satisfaction. Because of the concept of people in modern life, thousands of American young people subsequently bought Honda super motorcycles. When selling in China, Japanese companies are more deliberately pursuing a sense of identity with the Chinese national culture. For example, the slogans of three automobile companies: "There must be a road before the car reaches the mountain, and where there is a road, there must be a Toyota car"; "When friends come from afar, they like to take Mitsubishi." Brand"; "In ancient times there were thousand-mile horses, but now there are Nissan cars." All three car manufacturers cleverly quoted three sentences that are very familiar to Chinese people, enhancing the appeal and penetration of their advertisements.

3. Positioning of external appearance characteristics (VI)

The external appearance characteristics of an enterprise are also called the visual identification of the enterprise or the sensory identification of the enterprise. It is the static identification symbol of the enterprise and is the embodiment of the corporate image. , a visual and intuitive form of communication, its power of communication and infection is the most direct and concrete.

The positioning of the company’s external appearance characteristics should follow the following principles: One is to take MI as the core, that is, the design of the corporate logo should be aimed at effectively conveying the corporate philosophy and corporate culture, otherwise it will be confused with to general trademarks. The second is to follow the principle of emotional design, that is, to use works full of human touch to make consumers accept and recognize them, so as to shorten the emotional and psychological distance between the enterprise and the public. The third is that we should follow the principle of combining nationalization with internationality. What is national first can become something world-wide. The fourth is to follow the principle of simplifying the complex. The logo design should pursue simplicity, clarity and simplicity. In the design of various types of company logos, attention should also be paid to the readability and recognizability of the logo, the unique personality of the company to which the logo belongs, the popularity of the logo for international social recognition, and the adaptability and smooth promotion of other accompanying products. A habit that marks the integration of national customs.

When positioning the external appearance characteristics of an enterprise, it is necessary to consider the influence of various factors according to the long-term development needs of the enterprise, especially the socio-economic environment, the micro-environment of the enterprise, and social and historical development. The sign system can be changed at will as factors change, let alone changes in decision-makers.

In terms of the external logo system of enterprises, among many types of enterprises in our country, the logo of Bank of China can be said to be a success. Because its positioning work is solid, meticulous and rigorous, it has increasingly shown its uniqueness since its emergence in the 1980s. and feasibility. However, the bank logo systems of some other banks in our country, due to simple conception, hastily imitated the logos of Bank of China, such as Bank of China, etc., which showed serious inherent shortcomings when professional banks were facing the transition to commercial banks. What is the definition of harmonic source location?

The essence of harmonic source positioning is to detect the harmonic current and voltage of the public coupling point (Point of Common Coupling, PCC) on the system side and the user side. If the system side has a large impact, it is regarded as the main harmonic source; otherwise, the user side is regarded as the main harmonic source. What is taste? What is the definition of taste?

Different feelings and attitudes towards life reflect a person's taste. A person with good taste leads a life that is elegant, refined, interesting, stylish, pursuing, and meaningful. A person with low taste leads a life that is rude, vulgar, ignorant, and boring. However, such people are often self-righteous and full of ugliness. To improve your taste in life, the most important thing is to improve your self-cultivation. The first is the cultivation of character, and the second is the cultivation of culture and art.

If a person has noble character, integrity, justice, tolerance, love, responsibility, enterprising, diligence, open-mindedness, etc., then the taste displayed by this person will naturally is high. The cultivation of character can reflect the "high" in elegant taste; and the cultivation of culture and art can reflect the "elegant" in elegant taste.

At the same time, when you devote yourself to improving your cultural and artistic accomplishments, you will slowly abandon some vulgar habits and hobbies. You may give up playing mahjong, which is a waste of time and hurt your body, and choose to play ball, swim, fitness and other activities that are beneficial to the body and mind; you may change your nightlife from going to nightclubs to sing and dance to attending concerts , watch movies, attend some cultural salons, or read books at home.

Every culture and every art is full of connotation and fun. It often makes people like it more and more, and the more they study, the more fascinated they become. At the same time, it is closely related to and compatible with daily life.

As your cultural and artistic accomplishments improve, it will naturally show itself in your daily life, so that your attitude toward life, work, the environment, and life will also change. You will know how to appreciate every bit of beauty in life, and you will feel every trace of happiness in life. Your vision and taste become elegant, artistic and unique. What is the definition of phoneme?

This is very simple, let me tell you

From the perspective of modern Chinese, if divided according to the social attributes of speech, phonemes refer to the smallest phonetic unit in a phonetic system that can distinguish meanings (this It’s a professional term) What is the definition of taste? How to express?

The grade of metal in a product is the ratio of the weight of the metal in the product to the weight of the product.

Grade is determined by chemical analysis (or other methods) and expressed as a percentage. For example: the copper concentrate grade is 20%, that is to say, one hundred tons of dry concentrate contains twenty tons of metallic copper. What is the definition of phase?

Phase is a physical quantity that reflects the state of alternating current at any moment. The magnitude and direction of alternating current change with time. For example, the formula of sinusoidal alternating current is i=Isin2πft. i is the instantaneous value of the alternating current, I is the maximum value of the alternating current, f is the frequency of the alternating current, and t is the time. Over time, AC current can change from zero to a maximum value, from a maximum value to zero, from zero to a negative maximum value, and from a negative maximum value to zero. In trigonometric functions, 2πft is equivalent to an angle, which reflects the state of the alternating current at any time, whether it is increasing or decreasing, positive or negative, etc. Therefore, 2πft is called phase, or phase.

If t equals zero, i is not equal to zero, and the formula should be changed to i=Isin(2πft+ψ). Then 2πft+ψ is called the phase, and ψ is called the initial phase, or the initial phase.

Phase is the position of a wave in its cycle at a particular moment: a measure of whether it is at a crest, a trough, or somewhere in between.

It is a measurement that describes the change of signal waveform, usually in degrees (angle), also called phase angle. When the signal waveform changes in a periodic manner, one cycle of the waveform is 360o. Often used in scientific fields, such as mathematics, physics, electricity, etc.

For example: In the function y=Asin(ωx+φ), ωx+φ is called the phase.

Click ALT+SHIFT+A in astrolog32 to display the phase setting menu. What is the definition of fractional unit?

Definition of fractional unit:

The denominator is a natural number greater than or equal to 2, and the numerator is the smallest positive integer 1. What is the definition of phase (physics)

Phase is the position of a wave in its cycle at a specific moment: whether it is at the peak, trough, or some point between them scale. It is a measurement that describes the change of signal waveform, usually in degrees (angle), also called phase angle. When the signal waveform changes in a periodic manner, one cycle of the waveform is 360°. Often used in scientific fields, such as mathematics, physics, electricity, etc.