本文分析了广告定位的概念及其重要性,并指出企业定位、商品劳务定位、广告定位与广告表现定位四者必须浑然一体,和谐统一。否则,定位不准或彼此割裂,广告绝难发挥支援促进市场营销的基本功能,必然阻碍经营目标的实现和企业的正常发展。 This paper analyzes the concept of advertisement positioning and its importance, and points out that the positioning of the enterprise, the positioning of the goods and services, the advertisement positioning and the advertisement performance positioning must be integrated seamlessly and harmoniously. Otherwise, the positioning is not allowed or separated from each other, advertising absolutely difficult to play to support the promotion of basic marketing functions, will inevitably hinder the realization of business objectives and the normal development of enterprises.