什么是定位?在广告界,甚至于整个营销界都不陌生,可以说是非常熟悉。自美国著名品牌专家艾·里斯与杰克·特劳特于20世纪70年代提出,在全球扩散延用至今,已经近半个世纪,它已经成为了一套成熟、完整的理论体系。用两位创始人的话来说,定位要从一个产品开始,它可能是一种商品、一项服务、一个机构甚至是一个人,也许就是你自己。换句话说,你要在预期客户的头脑里给产品定位,确保产品在预期客户头脑里占据一个 What is positioning? In the advertising industry, and even the entire marketing community are not new, can be said to be very familiar. Since the famous American brand experts Ai Liesi and Jack Trout in the 20th century, 70’s put forward in the global diffusion so far, nearly half a century, it has become a set of mature and complete theoretical system. In the words of the two founders, positioning begins with a product, which may be a good, a service, an institution, even a single person, perhaps just yourself. In other words, you need to position the product in the intended customer’s mind to ensure that the product occupies one in the intended customer’s mind