| 论广告的定位策略 |
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| 引用本文： | 徐舟汉. 论广告的定位策略[J]. 宁波大学学报(人文科学版), 1994, 0(2) |
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| 作者姓名： | 徐舟汉 |
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| 摘 要： | 广告定位理论是西方七十年代后，对广告策略最具划时代意义的理论。广告定位的实质是对消费者的心理占领。常用的定位策略有抢先定位策略，领导地位策略，比附定位策略，空隙定位策略，重新定位策略。品牌名称是影响广告定位的重要因素．
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| 关 键 词： | 广告定位，策略技巧，品牌因素 |
ON THE STRATEGY OF ADVERTISING POSITIONING |
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| Xu Zhouhan. ON THE STRATEGY OF ADVERTISING POSITIONING[J]. Journal of Ningbo University(Liberal Arts Edition), 1994, 0(2) |
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| Authors: | Xu Zhouhan |
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| Abstract: | Since the 1970's,advertising positioning has been an epoch-making theory concerning advertising strategy in western countries. This article tentatively discusses the positioning strategy from the following three lights:the nature of the positioning strategy,the commonly-used strategy and the positoning-influencing factors.It maintains that the nature of positioning strategy is to take hold of consumers' psychology.The commonly -used strategies include the forestalling positioning strategy, leading strategy,analogous positioning strategy,hollow positioning and renewing positioning.The name of brand is the important positioning-influencing factor. |
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| Keywords: | adertising posrtioning strategy factorof brand name |
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