做品牌策划大家有没有遇到这样的情况，一直都不很清晰，有的开始定位很准但随着环境背景，企业发展的变化，品牌定位却没有跟上，托了企业发展的后腿。品牌定位的缺失或错误，轻则导致企业业绩的下滑，重则使这个品牌成为历史，销声匿迹。
Do brand planning we have encountered such a situation, have not very clear, some began to very accurate positioning but as the environmental background, the change of the enterprise development, brand positioning is not followed, in the back of the enterprise development. Brand positioning of the missing or error, light led to corporate performance decline, or make the brand history, disappeared.
一、目标客户人群定位型
A crowd positioning model, target customers
根据目标人群的性别，年龄，职业等来定位。像定位为女性的手机，男性的化妆品，商务人士的服装等。这种定位具有精准性，同时也具备了排他性，直接排斥掉了市场的其他人群。造成市场窄化。很多企业采取这种定位的时候会采用多品牌策略，使不同品牌分别去针对不同的人群直接排挤对手的市场空间，增大市场容量。
According to the target population of gender, age, occupation, etc. Like mobile phone positioning for women, men's cosmetics, clothing and other business people. The positioning precision, also has the exclusive, directly pushes away the rest of the population in the market. Markets narrowing. Many companies take this position will adopt multi-brand strategy, make different brand respectively according to different people directly to squeeze rival market space, increase the market capacity.
二、功能型定位
Second, the functional positioning
这种定位很简单根据产品独特的卖点，特有的技术等功用条件来定位，很多新品进入市场会采用市场细分的方式挖掘产品的卖点来做这类型的定位，优点是很容易让消费者了解产品的功能性质，更容易让人去接受，可以很容易打开市场销路。很多企业或品牌在初始都会采用这类的定位，像某些饮料一直在强调营养丰富，补充vc什么的,牙膏含氟固齿，电脑全手写，手机带QQ，都属于这种类型。但这种定位局限在在一定的市场环境与技术条件下，就像手机进入智能化时代了，智能机取代了功能手机，所以定位是必须要改变的。
This positioning is simple according to the product unique selling point, the unique technology to locate the function of condition, a lot of new products into the market will adopt the way of market segmentation mining product's selling point to do this type of positioning, advantage is easy to let consumers understand the functional properties of the product, it is easier to let a person to accept, can easily open the market sales. Many companies or brands in the initial will adopt this kind of positioning, as some drinks have been stressed rich nutrition, supplementary vc, solid tooth fluoride toothpaste, all computer handwriting, mobile phone with QQ, belong to this type. But limited to the location in a certain market conditions and technical conditions, like mobile phones into the era of intelligent, smart replaced the feature phones, so positioning is must change.
三、目标定位型
Third, target type
一些企业把定位看做了自己的目标，动不动就喊某某领域领导品牌，或者第一品牌，什么领域专家之类的广告语和口号，把这个做企业发展的目标没问题，但做定位去传播是不是空了一些呢？“专家”在中国已被诟病成“砖家”了看来消费者对这些不感冒。领导者是靠实力不是靠口号来做的。
Some companies turned its positioning as its goal, easily shout so-and-so areas leading brand, or the first brand, what slogan slogan and domain experts, do the enterprise development target of no problem, but some empty do positioning to spread? "Experts" in China has been criticized as "brick house" it doesn't seem that consumers in these cold. Leader is to rely on the strength not to do by slogans.
四、企业理念型定位
Four, enterprise concept positioning
根据企业的管理经营理念为品牌定位，像什么以人为本，服务周到类的，企业理念是企业秉持的一种商业原则，用来做品牌定位是不适合的，不能有效传达品牌的性格与内涵。原则与性格是两回事，前进认为品牌更多的变现的是特立独行区别于其他的性格个性。
According to the management of the enterprise business philosophy for the brand positioning, like what is with the person this, courteous service, enterprise idea is uphold the principle of a kind of commercial enterprise, used to make brand positioning is not suitable for, can't effectively convey the character and connotation of the brand. Principle and character is different, the forward think more liquidity is maverick brand personality is different from other's character.
五、内涵型定位
Five, the connotation of the positioning
很多企业有自己品牌的文化，或者产品有自己的象征，这些文化层次的都归为内涵，像很多服装定位时尚、尊贵，手机定位为精英人士专用，很多高价位产品都喜欢这样定位。
Many companies have their own brand culture, or a symbol of their products, these are classified as connotation of cultural level, like many clothing fashion, noble, mobile phone positioning for the elite is special, many higher-priced products are like that.
突出文化内涵突出自己代表的某一类群体特征。这类定位可以突出品牌的文化，但这种文化一定要有延续性，可持续性。能够为产品注入更深层次的内涵，增加产品附加值，但这种内涵要能够得到广泛认同性。就像说到LV你就知道是奢侈品一样。
Highlight the cultural connotation of highlighting your representative's one kind of group characteristics. Such positioning can highlight the brand culture, but the culture must have continuity, sustainability. Can inject the deeper connotation for the product, increase product added value, but the connotation to be able to widely identity. Just like when it comes to Louis vuitton, you will know is a luxury.
企业的品牌定位是不能与企业目标、企业理念相混淆的用这种方式定位很不专业。而不同的行业不同性质，不同发展阶段的企业采取内涵定位还是根据目标人群定位，企业的定位说简单些就是为自己在品牌云集的市场中找个位置，一个适合自己，并且能够得到认可的位置。定位的基础是市场环境与产品的分析，竞品的整体分析，这些综合条件下的市场细分。空白市场很简单可以直接占位，新市场可以去卡别人的位，成熟市场没有蹊径那就只能去“挤”个位置了。
Enterprise's brand positioning is should not be confused with the goal of enterprise, the enterprise concept of positioning is not very professional in this mode. Different properties and different industry, different stage of development orientation of enterprises take the connotation or according to the target population, said corporate positioning is easier to find a position in the brand-name market, a suitable for yourself, and be able to get approval. Positioning is the basis of the analysis of the market environment and product, competing goods overall analysis, the comprehensive under the condition of market segmentation. Blank market is simple can directly placeholder, new market can go to the card of others, not forged the mature market can only go to "squeeze" position.
企业品牌的定位收起来简单，做起来方方面面，市场状态，政治环境，竞品策略，产品分析等等做足前期的分析，还要考虑产品的生命周期，品类市场状况，目标人群研究，最后才是这个品牌的定位，根据定位去做推广策略广告策略等，可以看出若是前期分析错误，定位错误，后面的市场推广，广告费，人力物力恐怕都要浪费了，一步错，步步错，做定位请三思，专业很重要。
Enterprise brand positioning away simply, do it every aspect, market status, the political environment, competitive strategy, product analysis, and so on do preliminary analysis, consider the life cycle of product, category market conditions, targeted research, the last is the brand's positioning, according to the position to do marketing strategy and advertising strategy and so on, it can be seen that if the early stage of the analysis error, positioning error, the back of the marketing, advertising, human resources, I'm afraid to waste, step wrong, wrong step by step, do please think twice, professional is very important.
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