欢迎来到天天文库
浏览记录
ID:33406742
大小:58.85 KB
页数:12页
时间:2019-02-25
《市场定位失败分析及其重新定位》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、AnalysisofBestBuyspos汁ioningandrepositioningThefailureofPositioningBestBuyisoneofthebiggestretailerenterprisesintheworld.WhatBestBuysdifferencesinChinawithotherapplianceretailersisthatitinsistsonhigh-endrouteandfocusonparticularcustomers,formingdifferentcompetitionwithitscompetitors.Accuratemarke
2、tpositioningwillbringhighestreturnoninvestment;however,whileBestBuystillremainsitsleadinglevelinthisfield,theyfailedtopickupthemarketshareinChinabecauseofitsunsuitablemarketpositioning・1.BrandImagepositioningInthefieldofhomeappliance,mostoftheretailersstraggletogetmoremarketsharesbasedonthecompet
3、itivepricesowingtotheconvergenceoftheproducts.Todifferentwiththem,BestBuytrytosettinguptheenterpriseimageashigh-endproductsinChinaandbelievethat"bigbrandshoulddobigthingsTheymaintainthepurchasingconditionsandsolutionsbutnotprices.Thisbrandimagepositioningcanonlyattractsmallpartofcustomerswhoispay
4、ingmoreattentiontothequalityofservice.Andmoreconsumersjusttookawaitandseeattitude.2.CharacteristicServicepositioningExperientialmarketingistheirmostproudcharacteristicservices.BestBuytakealotattentiononitandtrytocreatemorecomfortableandwarmeratmosphere.Theyhaveopenspecialshopsonlyforcustomerstoex
5、periencetheirproductsbutnotforselling.Infact,itdosereallyattractalotofconsumersbuttheyjustexperiencetheproducts,thenmostofthemdontchoosetobuy汁.Theyarewillingtobuythesame-standardproductinSuningandGomewhichischeaper.ItsoundslikethatthepriceofBestBuyistoohightobeacceptedbycustomers.Herearethemainly
6、reasonsforitspositioningfailure:1・HighpriceIntheopinionoftheAmericanmarketinggurusAiRees,whois''thefatherofpositioning",theretailerssuccess,ismainlybasedonthefollowingelements:priceandconvenience.TheretailerCanadvocatehitlowprice,andcanalsomarkupthepriceiftheareaswillbringconveniencetocustomers.B
7、estBuygotsuccessintheUnitedStatesisbasedonthesamereason:lowprice.Onthecontrary,themanagementwanttobuildstrongbrandretailersandrelyonconsumers'loyaltytodrivethesales.Thepositioningprovedtobelittleeffective,becausewhatth
此文档下载收益归作者所有