Abstract:Product positioning refers to the part of brand identification which is often used for the purpose of consumer advertising. It aims at building a strong brand name and differentiating itself from the competitors effectively as well as owning a unique position in the minds of consumers. Product positioning is the key element to the successful marketing of any organization in any market. On the one hand, a good product positioning helps to guide marketing strategies by clarifying what a brand is all about, how it is unique and how it is similar to competitive brands, and why consumers should purchase and use the brand. On the other hand, it is a strategy with a high requirement of skills that confine to scientific thinking. Therefore, product positioning should take strategies and methods into account, and this is what my dissertation intends to research and probe into. In the views of how to establish product positioning and powerful brands, my article in accordance with quoting and introducing some common and newly-appeared strategies for product positioning. At the same time, it analyses and proves these strategies through case study.
Key words: Product Positioning; Positioning Strategies; Target Market
摘要:产品定位是指经常向消费者宣传的那部分品牌识别，目的是有效地建立品牌与竞争者之间的差异性，在消费者心目中占据一个与众不同的位置。良好的产品定位有助于通过明确一个品牌的含义、独特性、与竞争品牌的相似度，以及为什么消费者会购买和使用该品牌产品等方面从而对营销策略进行引导；而产品定位是一项技术性较强的策略工作，离不开科学严谨的思维，必须讲究策略和方法，这便是本文所研究和探讨的所在。文章就如何确立产品定位，建立强势品牌，有针对地引用和介绍了一些常见的和新近出现的产品定位策略，并结合案例进行分析和论证。
关键词：产品定位；定位策略；目标市场
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