摘 要
在当今竞争激烈的市场环境中，产品定位作为市场营销的核心环节，对企业的生存与发展具有至关重要的意义。本研究旨在探讨产品定位过程中存在的问题并提出有效对策，以提升企业市场竞争力。通过对国内外相关文献的系统梳理，结合实地调研与案例分析，选取了多个行业样本进行深入研究。研究发现，当前企业在产品定位方面主要面临目标市场模糊、差异化不足、品牌形象不清晰等问题，这些问题导致产品难以精准触达目标客户群体，影响销售业绩和品牌忠诚度。基于此，本文创新性地提出了从消费者需求出发构建多维度产品定位模型，强调通过大数据分析技术精准把握市场需求变化趋势，同时结合企业自身资源禀赋制定个性化营销策略。该模型不仅能够帮助企业明确产品定位方向，还为解决传统定位方法中存在的主观性强、缺乏数据支撑等弊端提供了新思路。实证研究表明，运用该模型可以显著提高产品的市场适应性和竞争力，为企业实现可持续发展奠定坚实基础。此外，本研究还特别关注新兴消费群体特征及其对产品定位的影响，进一步丰富和完善了现有理论体系，为后续研究提供了有益参考。
关键词：产品定位 市场营销 多维度模型
Abstract
In today's highly competitive market environment, product positioning as a core component of marketing plays a crucial role in the survival and development of enterprises. This study aims to investigate the issues existing in the process of product positioning and propose effective strategies to enhance corporate competitiveness. By systematically reviewing relevant literature both domestically and internationally, complemented with field research and case studies, multiple industry samples were selected for in-depth analysis. The findings indicate that current enterprises primarily face challenges such as vague target markets, insufficient differentiation, and unclear brand images, which hinder precise reach to target customer groups and negatively impact sales performance and brand loyalty. In response, this paper innovatively proposes a multi-dimensional product positioning model based on consumer needs, emphasizing the use of big data analytics to accurately capture trends in market demand while integrating the company’s own resource endowments to formulate personalized marketing strategies. This model not only helps enterprises clarify their product positioning direction but also provides new insights into addressing the subjectivity and lack of data support inherent in traditional positioning methods. Empirical studies show that applying this model can significantly improve the market adaptability and competitiveness of products, laying a solid foundation for sustainable corporate development. Furthermore, this research pays special attention to the characteristics of emerging consumer groups and their influence on product positioning, thereby enriching and perfecting the existing theoretical fr amework and offering valuable references for future studies.
Keyword:Product Positioning Market Marketing Multi-dimensional Model
目 录
引言 1
1产品定位的理论基础与框架 1
1.1产品定位的基本概念 1
1.2产品定位的理论模型 2
1.3产品定位的影响因素 2
2当前产品定位存在的问题分析 3
2.1市场调研不足的问题 3
2.2定位策略模糊的问题 4
2.3竞争环境适应性差的问题 4
3有效的产品定位策略构建 5
3.1明确目标市场的选择 5
3.2差异化定位的实现路径 5
3.3定位传播的一致性维护 6
4产品定位实施与效果评估 6
4.1定位实施的关键步骤 6
4.2实施过程中的动态调整 7
4.3定位效果的评估指标 7
结论 8
参考文献 9
致谢 10
