个人定位6步曲,没有好的定位如何成功

时间:2019-07-15 来源: 专栏
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Personal positioning 6 steps, how to achieve good positioning without success

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Cui Youyou

If we want to do a project or locate a good project, how should we position it? Doing positioning is to do system thinking, and every step must be thought and designed. It is not easy to do a good job. We often start looking for answers directly because we have not figured out the problem. The correct approach should be to rush to the conclusion of the problem, but to think about the problems encountered in a step-by-step manner, or your own situation.

1 If you are already positioned, what is your position?

To do positioning, the design process is reverse thinking, not to position itself, but to start research and implementation from the potential customer mind. You should ask what you have in the minds of potential customers and what kind of recognition you are in. Trying to change to the customer's mind is very difficult, and it is easier to use the customer's existing mind.

Do positioning, don't be self-centered, don't egoism, don't ask what you already have, the answer to this question should be obtained from the market, and the answer is to look for customers. If you start a business or open a store, the first thing to do is to figure out the mentality of your target consumer group. At the moment, you will clearly understand what you are facing. This is also why there are questionnaires on the market or online. To determine the status of a product or company brand in the mind of the customer. Targetedly solve these problems.

Today's large number of products are not positioned, and they do not see the situation in the minds of customers. Either the position in the customer's mind is weak. What we can do is to immerse our products, convictions or concepts into the minds of our customers and to associate them with awareness. This is a good way to get into the minds of customers.

2 What kind of positioning do you want to own?

xx这个问题是为了让你想要了解,从长远来看,你想要有什么最佳定位,因为你是定位,其他人正在做,然后我们无法同时有效。因为客户心中已经存在一个位置,或者这个位置被其他人占据。定位时,考虑同伴的定位,明智地避免积极的对抗。例如,它也是一家制药公司。有几家公司在晚上争夺感冒药,你在晚上放弃感冒药的定位,而是在白天找到感冒药。定位设计没有设置得太高,设计太宽,这种定位设计很难在顾客心中树立,因为你的产品无法解决每个人的问题,这也是我们容易走的错误。

在个人职业定位设计中,你也会犯同样的错误。你想做所有事情,你做不好。最后,你无能为力。最好关注一点,即您的专业知识。定位为专业专家,而不是通才。你觉得怎么样?

3设置竞争对手,目标,您想要超越的目标

在确定定位时,最好不要猛击并强行突破。相反,选择避开边缘,退后一步,找到一种方法来选择人们占据的位置。我们应该根据自己的情况和我们面临的情况来考虑这种情况,我们还必须清楚地分析竞争对手的优势和劣势。分析竞争对手在定位方面的优势,发现优势的缺点。与竞争对手打交道,分析对手。如果你找到一个对手,你可以做好营销。

4你的资本是轻而轻的

Successful positioning, sometimes requiring funds to complete, is to consolidate and improve the minds of customers who have already sneaked in and possessed, and also need money to maintain. In other words, it takes money to establish a position, and it takes money to keep it. If your money is limited, you can be strong in one city, not in multiple cities at the same time. This is like a place to do well, and then do the next place. And can be promoted to other places at the same time. In the face of the noise in the market, when you want to get out of it, it is not a complete disk but a narrower geographical scope. In a city, a market, a lot, constantly introducing new products or new concepts. Don't spread it all over the country.

5 Can your position persist?

In the commercialized society, the new concept of over-transfer replaces the old concept. To cope with change, we must have a long-term perspective. That is, you have to define your basic positioning and then stick to it. Because the positioning is designed, it is rarely changed. What can be changed is tactics, not positioning. After selling products to do a basic positioning, we will continue to enhance our strategic thinking to cope with market changes. In addition, specific companies will re-position in a few cases, and some companies will ensure that the basic positioning is stable, and positioning upgrades, such as using new methods to better display positioning. Give people a feeling of not boring.

6 Show your own positioning

Under normal circumstances, creative people do not accept positioning thinking, which will hamper their creativity. In fact, it is true. But the tragedy of creative communication is that a company or company will design a well-planned strategic plan and hand it over to the creative person. The creative person used his own creative method skills in his execution and could not identify the original strategic intent again. That is to say, playing or embedding a strategy directly in an advertisement is actually better than spending money to make a creative company perform.

There is no value in the idea itself. It’s only effective when the positioning is dramatic in the creative

Additional:

What is the difference between the perspective of external and internal people looking at the problem

xx看待局外人的问题是无知和客观的。由于外人不了解公司的内部运作,他们可以看到外部情况。您还可以查看客户的心理信息。外部人员自然会从外部角度看问题。内部人士习惯于从内部角度看问题。这意味着内部人员和创意人员或职业经理人不会同意。

外人没有提供什么?作为经理,我希望通过创意人或广告公司,精确的客户可以购买产品。这是大多数缺乏经验的经理人想要看到的。应该知道,当前的创意公司或广告公司需要重新定位。广告公司不能让你的产品变热。如果广告公司的想法可以赚钱,那么广告公司或创意,就不会有广告业。

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