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The Theory and Empirical Research of Positioning Fit Based on Product Value

Author: ZhuQiSong
Tutor: ChenJingDong
School: Xi'an University of Technology
Course: Business management
Keywords: Product value Interest Locate Agree
CLC: F273.2
Type: Master's thesis
Year: 2010
Downloads: 106
Quote: 0
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Abstract


Product market positioning as the core of modern marketing theory and corporate marketing practice some important part of the survival and development of enterprises have a significant role. Marketing positioning theory produced in the late 1960s, while businesses can use similar ideas to develop product positioning theory marketing strategy can be traced back in the 1930s. Demand-led industrial economy prompted the birth of the theory of market positioning, product positioning is essentially a marketing strategy formulation, it is the difference between the essential characteristics. As a buyer's market economy era industrial customer demand determines the enterprise's production and business activities, and therefore in this period people will be differentiated to meet customer demand for product marketing as the key to success and customer satisfaction as the goal, ignoring the value fit the role and importance of positioning, which makes this stage, many companies are pursuing market growth effect is greatly reduced. In this paper the literature collection, collation and analysis, based on the use of standard and empirical research, qualitative research and quantitative research method of combining the theories and concepts deduction and inference. Defined the concept of product benefits positioning, dimensions and metrics, explained in detail the product marketing positioning fit specific content, parsing the driving mechanism of the value of the product, the analysis of the product benefits with the value of the product positioning, product positioning with interests fit, deed the contract value of the product based on the relationship between the proposed product marketing positioning theory fit the overall model and assumptions. Through the initial questionnaire design and modification, the formation of a formal empirical measurement questionnaire went on our family car buyers conducted a sample survey, the final survey data using factor analysis, variance analysis and structural equation modeling and other methods to establish test article theoretical models and assumptions. The results show that the proposed research ideas to get permits and push data to support the theory: (1) Product benefits positioning is an important part of product marketing, it can form a direct impact on the value of the product, thus affecting customer buying behavior; (2) in After the introduction of mediating variables fit, fit product benefits positioning value of the product through a more significant impact; (3) fit directly on the value of the product can form a significant impact. This paper is innovative in the following two: First, the value of the product marketing positioning theory is introduced into the study, to further expand the product marketing positioning theory research vision; secondly, as a measure of product benefits will fit a standard positioning, breaking the traditional research used to measure the value of regret and satisfaction limitations.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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