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市场定位
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市场定位
Encyclopedia
管理学
市场营销战略
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market positioning
市场定位
根据竞争者现有产品或品牌在细分市场上所处的位置和顾客对产品某些属性的重视程度,塑造出本企业产品或品牌塑造与众不同、印象鲜明的形象,并将这种形象准确、生动地传递给目标顾客群,使得该产品在细分市场上占有强有力的竞争位置。也称作竞争性定位。1972年由美国营销专家A.里斯(A.Ries)和J.特劳特(J.Trout)提出。
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