"The so-called positioning means having a place in the minds of users - know yourself and find yourself." This afternoon, the new book "New Positioning Era" was first released in Shanghai. The author of the book and the global president of Trout Partners Deng Delong shared the corporate strategic breakthrough in the new Positioning Era.
With the evolution of high-tech such as mobile Internet and artificial intelligence , enterprises have higher operating efficiency and market competition has become more intense. When China's economy enters a new stage of development, local enterprises are especially needed to rethink their "positioning", break through the adverse effects of external factors such as the epidemic and competition, and achieve high-quality development of and for interpretation and application guidance. Positioning determines status, and vision determines realm. "The over-quality and insufficient quality in the market are all resource mismatches caused by unclear positioning. For example, some consumers have received various gifts that they do not need at all, while some consumer needs are not met."
, Chairman of Focus Media, , Jiang Nanchun, , believes that "positioning" cannot be simply understood as marketing and dissemination of products, but rather a kind of thinking ahead of R&D. "R&D and innovation serve the 'positioning', concentrate resources, and strive to create a hole." If an enterprise wants to break through the competition, it requires entrepreneurs to have insight. Especially in the face of major changes unseen in a century, Chinese entrepreneurs need to seriously think about the question of "where we come from, who we are, and where we are" and find the root of the existence of the enterprise - positioning. He believes that Deng Delong's research on the aesthetics of philosophy and is very in-depth, and he has gained insight into the cultural and psychological structure of Chinese people, and has understood the mental composition, thinking mode, behavioral patterns, emotional attitudes, and aesthetic tastes of consumers. This also makes him have a deeper understanding of corporate strategy and can penetrate the constraints of time and cycles. Over the past 20 years, he has jointly created many magical cases, such as Langjiu, Fangtai, Laoxiangji, Xuji Seafood, Miaokelando, Mingyue Lens, etc., providing an effective tool for enhancing the competitiveness of Chinese companies "no positioning, no entrepreneurship."
"Positioning" is an important concept in the field of corporate strategy, which refers to the fact that enterprises should find a unique position that is beneficial to themselves for competition. In 1969, the father of positioning , Jack Trout, first proposed in the paper "Positioning: The Way of Competition in the Age of Homogeneity", which profoundly changed the thinking paradigm of entrepreneurs and management scholars regarding corporate strategy, and subtly influenced the international academic community, forming the "positioning school" led by Professor Michael Porter of Harvard Business School, becoming the mainstream of the strategic academic community. Jack Trout founded strategic consulting company named after himself. Deng Delong founded Trout China Company in 2002 and created a number of local Chinese cases represented by Jiaduobao herbal tea . Jack Trout appointed Dunderlon as the new global president of Trout Partners in 2017.
Deng Delong pointed out that although there are many changes in the current business environment, positioning theory is not only not outdated, but is more powerful. Due to the success of modern management, countless companies have the ability to meet the needs of customers, but without a positioning to build a magpie bridge, companies and customers may never be able to see each other. With the evolution of high-tech such as mobile Internet and artificial intelligence, enterprises have higher operating efficiency, cross-border robbery has become easier, and market competition has become more intense. The continuous improvement of the once effective "one-day trump card" and the improvement methods of "better quality" and "lower cost" can no longer fundamentally change the strategic situation of the enterprise. "Only by achieving a strategic leap can we leave the broken and precarious position and come to a new continent with lush aquatic plants. Strategic positioning determines the industry status of the enterprise."
"New Positioning Era" focuses on Deng Delong's forward-looking thinking and practical experience on strategic positioning theory over the past 20 years, and integrates philosophical thinking and aesthetic thinking, which is the enrichment and development of the positioning knowledge system.The book reviews the many positioning cases personally conducted by the author from the first perspective of the parties involved. In order to achieve effective innovation in a targeted manner and transform innovation into commercial results, it proposes systematic theories and paths, and has been recommended by scholars and entrepreneurs such as Wu Jinglian, Zhou Qiren, Chen Zhiwu, , Hai Wen, Jiang Nanchun, Wang Junlin, Mao Zhongqun, Wang Boming, Liu Donghua, , Qin Shuo , Wei Zhe , Yao Jinbo and other scholars and entrepreneurs. At the launch ceremony of the new book, Huang Tao, editor-in-chief of Shanghai Sanlian Bookstore , said that "New Positioning Era" brings many breakthrough ways of thinking, especially the theoretical exploration of linking positioning theory with Chinese traditional culture from a philosophical perspective, which is refreshing. Against the backdrop of the current turbulence, fierce competition, frequent epidemics and other risk factors, if Chinese entrepreneurs have mastered positioning thinking, learned to position and operate, and can achieve their own beauty and do their best in their positioning, the Chinese economy still has unlimited potential to tap. This will undoubtedly play an important role in boosting entrepreneurial confidence.
, head of social responsibility at Yaduo Group, said that the release of "New Positioning Era" in joint efforts by multiple parties is also the core of the "Reading Person Plan" of Yaduo Group's Bamboo House Project this month. The book will be presented in more than 400 bamboo houses under Yaduo Group and can be borrowed for free.
Author: Xu Yang
Image source: Photo provided by the publisher
Editor: Wang Xiaoli
