| 中国品牌定位理论研究综述 |
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| 引用本文： | 李雪欣,李海鹏.中国品牌定位理论研究综述[J].辽宁大学学报(哲学社会科学版),2012,40(3):100-106. |
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| 作者姓名： | 李雪欣 李海鹏 |
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| 作者单位： | 辽宁大学商学院,辽宁沈阳,110136 |
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| 基金项目： | 教育部人文社科规划基金，教育部留学归国人员科研启动基金，辽宁省哲学社会科学规划基金，中国社会科学院工业经济所重点项目 |
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| 摘 要： | "定位"被评为20世纪对美国营销界影响最大的理论,定位理论成为营销战略的核心,品牌定位成为品牌建设的核心。本文对国内品牌定位理论近十年的研究成果做了全面梳理,通过对品牌定位基本内涵、理论演进历程、研究层次、方法论、测评等方面的综合评析,得出中国的品牌定位理论研究仍处于模仿式创新阶段。本文认为,运用科学的研究方法探索中国本土化的品牌定位理论,构建适宜中国自主企业品牌定位的理论体系应是学术界努力的方向。
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| 关 键 词： | 定位理论 品牌定位 方法论 定位测评 |
A Literature Review on Brand Positioning in China |
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| LI Xue-xin
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LI Hai-peng.A Literature Review on Brand Positioning in China[J].Jounal of Liaoning University(Philosophy and Social Sciences Edition),2012,40(3):100-106. |
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| Authors: | LI Xue-xin LI Hai-peng |
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| Institution: | (Business School,Liaoning University,Shenyang 110036,China) |
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| Abstract: | Positioning theory which is estimated to be the greatest impact theory to American Marketing in 20th century has become the core of marketing strategy,and then brand positioning has become the core of brand building.By Combing the literature of the domestic brand positioning research in recent years,this paper reviews the latest brand positioning research such as the basic content of brand positioning,evolution of brand positioning,research level of brand positioning,methodology of brand positioning,evaluation of brand positioning etc.Finally,this paper concludes that China’s brand positioning theory is still in the imitative stage of innovation.The direction of the study is how to take scientific research methods to explore the Chinese localization of brand positioning theory and construct a theoretical system suitable for China’s own corporate brand positioning. |
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| Keywords: | positioning theory brand positioning methodology evaluation |
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