1、品牌定位中英文对照外文翻译文献品牌定位中英文对照外文翻译文献（此文档为word格式,下载后您可任意修改编辑！）从消费者镜头看待品牌定位品牌定位在市场营销中的地位品牌定位是一个传统的概念，并作为是市场细分、目标市场和定位模型的一部分。（见迪布和西金的1996年；丽莲2003年），其被认为是托布的所有营销策略的基础（科特勒2003年）。在这个模型的第一步是市场细分，涉及成数的相互排斥市场，异构市场，即同质群体（也称为节段）。一般来说，市场细分定义是：“将市场细分成不同的子集的客户市场，使客户市场行为以同样方式或有类似需求过程进行区分（贝内特1995年第165页）。”市场细分是必要的，因为大部分（可
2、能全部）市场并非一块铁板，相对的商圈是均匀的，企业都希望他们具备一定的条件或者可以提供类似的服务产品（迈尔斯1996年，第16页）。重要的是要形成细分，因为他们可能对各种营销活动有不同市场反应（迈尔斯1996年），从一个公司的营销活动可以分析和预测客户的行为，（风能喝卡多佐1974年）。市场细分依据着（并因此齐性用语）各种消费特点，如人口结构，生活方式，行为模式，需求，价值观以及其他特点等（见威德尔和镰仓2000年；有关概述迈尔斯1996年）。在这方面，至关重要的是，买家群体（即是目标群体）会对公司的营销活动反应具有同样的感受。总体而言，韦德认为“产品定位的真正价值在于只有当定位并与适合的市场
3、细分策略相互融合”（1982年，第79页）STP模型的第二个步骤是目标市场的选择，定位评估在细分过程中起决定性作用，其中商圈的目标是公司应该竞争的各个环节。（弗里德曼和莱辛1987年）。这项评估主要是基于本部门的整体经济吸引力以及公司的目标和公司资源状况（科特勒2003）。更具体的说，在评估环节中，重点是细分的大小，所需资源渗透到公司的长处和短处，替代品纯在和内部和外部的产品类别（波特1980）。在一般情况下，一个品牌能以最好的方式得到满足，营销人员是细分的重要关注环节（科特勒2003）。在这种情况下，品牌在市场细分中所得到的消费者价值，超过其他部门所作出的，因此，目标市场的决定受定位选择的影
4、响。STP模型的最后一步是定位，在逻辑上被定义于遵循适当的目标细分市场。（克劳福德1983）。定位决定目标的品牌涉及配售的方式，使得目标市场认为它不同于并优于竞争对手（克劳福德1985；科特勒2003；迈尔斯1996年）。定位很重要，因为它“确定营销活动和方案的方向酸奶品牌应该或不应该做他的营销”。（科乐和莱曼2006年第740）因此，制定营销方案，确保市场营销组织的决策和支持是一致，都是依靠定位（阿克尔1982年）。例如，当一个公司要拥有很高的威望，它可以通过限制发行网点，或降低要求生产，支持更高的价格印证（例如，铢和瑞莉1998年）。因此，营销组合的直接和即时的影响“品牌的定位策略的战术细
5、节，任何的定位决定了整个营销组合的直接和即时的影响”（埃文斯第168页）。相反，营销组合的所有元素促销，定价，分销，当然，还有产品是定位的关键因素（斯和达克1987）。因此它们对消费者的感性空间是具有影响的。（和马哈詹1989；艾尔逊2004；里斯和特劳特1986年）。此外，在营销团体的所有成员必须相互协调，以至于将公司定位于最接近消费心智中的地位（克劳福德1985年）。 Brand Positioning Through the Consumers LensChristoph Fuchs.（2008）Originally Published in Wien，1-8THE ROLE OF BR
6、AND POSITIONING IN MARKETINGBrand positioning is traditionally discussed as part of the segmentation, targeting and positioning (STP) model (see Dibb and Simkin 1996; Lilien and Rangaswamy 2003), which is considered to be the basis for all marketing strategy (Kotler 2003). The first step in this mod
7、el is segmentation, which involves dividing a heterogeneous market into a number of mutually exclusive sub markets, i.e. homogeneous groups (also referred to as segments).Formally, segmentation is defined as the “process of subdividing a market into distinct subsets of customers that behave in the s
8、ame way or have similar needs” (Bennett 1995; p. 165). Segmentation is essential since “most （probably all） markets are not monolithic but instead consist of submarkets that are relatively homogeneous in terms of what they need or want from firms offering similar types of products of services (Myers
9、 1996,p. 16). It is important to form segments because they are likely to respond differently to various marketing activities (Myers 1996) and are relevant for explaining and predicting customer behavior to a companys marketing actions (Wind and Cardozo 1974). Segments can be based upon (and are thu
10、s homogeneous in terms of) various consumer characteristics such as demographics, lifestyles, behavioral patterns, needs, values, and other characteristics (see Wedel and Kamakura 2000; Myers 1996 for an overview).In this regard, it is essential that buyer groups (that are targeted) respond similarl
11、y to companys marketing activities. Overall, Wind (1982, p. 79) contends that the “real values of product positioning is revealed only when the positioning is coupled with an appropriate market segmentation strategy.”The second step in the STP model is the target market selection. Targeting involves
12、 assessing the various segments identified in the segmentation process with the aim of determining in which submarkets the company should compete (Friedman and Lessing 1987). This assessment is primarily based upon the segments overall economic attractiveness as well the companys resources and objec
13、tives (Kotler 2003). More specifically, in evaluating the segments, particular focus is put on factors like segment size, resources required to penetrate the segment, firm strengths and weaknesses, presence of substitutes within and outside the product category (Porter 1980). In general, marketers a
14、re recommended to focus on segments which a brand can satisfy in a superior way (Kotler 2003). In this context, it is important to recall that some consumer segments value certain differential claims made by brands more than other segments, thus, the target segment decision influences the choice of
15、the positioning.The last step in the STP model is positioning, which logically follows after the appropriate target segment has been determined (Crawford, Urban, and Buzas 1983). Positioning involves placing a brand in a way that the target market perceives it as different and superior in relation t
16、o competitions (Crawford 1985; Kotler 2003; Myers 1996)1.Positioning is important as it “sets the direction of marketing activities and programs-what the brand should and should not do with its marketing” (Kekker and Lehmann 2006;p.740). Thus, the development of the marketing program should be linke
17、d to the positioning to ensure that marketing mix decisions are consistent and supportive (Aaker and Shansby 1982). For example, when a company claims high prestige, it can support this claim by charging a premium price, by limiting the number of distribution outlets, and by producing less than dema
18、nded (e.g. Bhat and Reddy 1998). The marketing mix can hence be viewed as “the tactical details of the brands positioning strategy, any decision on positioning has direct and immediate implications for whole marketing mix” (Evans, Moutinho, and van Raaij 1996,p.168).Conversely, all elements of the m
19、arketing mix-promotion, pricing, distribution and, of consumers (Easingwood and Mahajan 1989; Ellson 2004; Ries and Trout 1986;). Moreover, all members of the marketing team need to be coordinated in order to become the positioning as close in consumers minds as intended by the company (Crawford 1985).原文题目：从消费者镜头看待品牌定位作者：Christoph Fuchs原文出处:2008,Wien,1-8
