Combat:brandpositioningtheorycando?Sincethe1969adventofpositioningtheory,after45yearsofdevelopment,thetheoryhasnowformedadiscipline.Strictlyspeaking,positioninghasbecomeacombinationofmarketingandpsychologyandit’salsoconstantlyexpandingrangeofapplications,fromnonprofitorganizationstosomegovernmentdepartments,willbepositioningtheoryintotheirstrategieswere.Withtheexpansionanddeepeningofthescopeofapplicationoftheinfluenceofpositioningtheoryandthetheoryoftheexpansion,moreandmorecompaniesbegantolocatetheorytotheirownbusinessstrategyamong.InChina,manylesser-knowncompanieshad,byrepositioningoftheirown,tobecomealeaderintheindustry,likethesidetoo,donkey-hidegelatin,JDB,aretypicalexamples.However,inpractice,Manybusinessesontheunderstandingandapplicationofpositioningtheorytherearesomeerrors,suchasAmericanfastfood1likeKFCafterenteringChina,inordertoadapttotheChinesemarket,theChinesebegantodothis,fromthepositioningpointofview,itiseasyforcustomerstoconfuse,whichintheendistheAmericanfastfoodorChinesefastfood?Thisisthelocationofmanyenterprisesintheuseofthetheoryoftimewillmakemistakes,thatlocatethemunderstandisfromtheinternalself-positioning,forexample,Iwanttobeabreakdownoftheindustry’sfirst,Iwanttobeafieldofcustomerpreferred,whichispositionedmostcompaniesunderstand,apositionfromtheinsideout.Buttherealpositionshouldbeoutside-in,fromthemindsofconsumerslookingforaconcept,andthenlocatetheenterpriseaccordingly.UsingMichaelPorter’swords,positioningisbasedonthepeopletoestablishanaxis,othersareperipheralstuffaroundthisaxis,whichrunsthrougheveryaspectofeachlink.Specifically,itistheopportunitytotapthecustomerinmind,intheheartofwhatthecustomerhasauniqueconceptorword,andthenoccupytheconcept,hisconceptofthebrandandthecustomerinmindequate,resultinginthemindsof2consumersestablishacognitiveprioritywhenthecustomeroncethoughtofsomething,theywillnaturallythinkofthebrand.example,thinkofSoymilk,thinkofNineYang,areferencetoherbalteaisJDB.Thisistheprimarymeaningandfundamentalpointpositioningtheory.So,thefocusisnotpositionedwithintheenterprise,nottosaythatcorporateself-positioningindustryfirst,butstartingfromtheconsumer’smind,toachieveself-positioningfromtheoutside.IntheInternetera,thecontactsurfacebetweenbusinessesandconsumersbecomesmaller,thecontactwiththeconsumerbrandentitiesaregettingsmallerandsmaller,inthiscontext,corporatepositioning,istohaveyourownkeyconceptsformdifferentiation.Thisconceptcanbeanewbusinessmodel,itcanbeanewproductfeatures,suchas,Volvoemphasisissafe,Ferrariprominentfeatureisthespeed,etc.Thisdifferencecanstrengthenakindofbreakdownproducttypes,toseizetheconsumer’smind.So,somemoresuccessfuluseofpositioningtheoryenterprise,throughtofindaconcept,towinthe3customer’schoice.Meanwhile,moreandmoreoftheirmainbusinessfocus,thenumberofrelatedbusinessesarenothighpeeledoff,focusAtonepoint,poweranddeepenitsvariousoperationalaspects,toensureresourcesarenotrandomdelivery,avoidwastage(Source:SuccessfulMarketingWen/YuLei4