? ? ? ?產(chǎn)品定位研究是指通過(guò)市場(chǎng)調(diào)研和分析來(lái)確定產(chǎn)品在市場(chǎng)中的定位策略。產(chǎn)品定位是指在目標(biāo)市場(chǎng)中明確產(chǎn)品的特點(diǎn)、功能、優(yōu)勢(shì)，并與競(jìng)爭(zhēng)對(duì)手區(qū)分開(kāi)來(lái)，以滿足目標(biāo)消費(fèi)者的需求和期望。

? ? ? ?產(chǎn)品定位研究通常包括以下幾個(gè)方面：

? ? ? ?1、目標(biāo)市場(chǎng)分析：通過(guò)調(diào)查和研究目標(biāo)市場(chǎng)的特征、需求、消費(fèi)習(xí)慣等信息，確定產(chǎn)品最適合的目標(biāo)市場(chǎng)和目標(biāo)消費(fèi)者群體。

? ? ? ?2、競(jìng)爭(zhēng)分析：對(duì)競(jìng)爭(zhēng)對(duì)手的產(chǎn)品進(jìn)行綜合分析，了解其特點(diǎn)、定價(jià)策略、市場(chǎng)份額等信息，找出產(chǎn)品的差異化優(yōu)勢(shì)，為產(chǎn)品定位提供依據(jù)。

? ? ? ?3、產(chǎn)品特點(diǎn)和功能分析：對(duì)產(chǎn)品的特點(diǎn)、功能、性能進(jìn)行詳細(xì)分析，確定產(chǎn)品的核心競(jìng)爭(zhēng)優(yōu)勢(shì)和差異化特點(diǎn)，以滿足目標(biāo)市場(chǎng)的需求。

? ? ? ?4、定位策略確定：根據(jù)目標(biāo)市場(chǎng)的需求和競(jìng)爭(zhēng)環(huán)境，確定產(chǎn)品的定位策略，包括定位目標(biāo)、定位陳述和定位戰(zhàn)略，以使產(chǎn)品在目標(biāo)市場(chǎng)中得到準(zhǔn)確定位。

? ? ? ?5、市場(chǎng)調(diào)研和測(cè)試：通過(guò)市場(chǎng)調(diào)研和測(cè)試，驗(yàn)證產(chǎn)品定位的有效性和吸引力，了解目標(biāo)消費(fèi)者對(duì)產(chǎn)品定位的反應(yīng)和意見(jiàn)，并對(duì)定位策略進(jìn)行優(yōu)化和調(diào)整。

? ? ? ?產(chǎn)品定位研究的目的是為了確保產(chǎn)品與目標(biāo)市場(chǎng)的需求相匹配，并與競(jìng)爭(zhēng)對(duì)手區(qū)分開(kāi)來(lái)，從而為產(chǎn)品的市場(chǎng)推廣和銷售提供戰(zhàn)略指導(dǎo)。通過(guò)深入了解目標(biāo)市場(chǎng)和消費(fèi)者，產(chǎn)品定位研究可以幫助企業(yè)確定產(chǎn)品的獨(dú)特賣點(diǎn)，優(yōu)化產(chǎn)品特點(diǎn)和功能，提高產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力。?

? ? ? ?本文由上書房信息咨詢（深圳知名市場(chǎng)調(diào)查公司）出品，歡迎轉(zhuǎn)載，請(qǐng)注明出處。中國(guó)獨(dú)立第三方調(diào)研機(jī)構(gòu)深圳市場(chǎng)調(diào)查咨詢公司上書房信息咨詢開(kāi)展產(chǎn)品測(cè)試調(diào)研主要從客戶需求和消費(fèi)者需求、同類產(chǎn)品生產(chǎn)者的動(dòng)向和新技術(shù)、新材料、新產(chǎn)品的面市情況等多方面了解產(chǎn)品需求，全面的了解產(chǎn)品問(wèn)題。深圳物業(yè)服務(wù)市場(chǎng)調(diào)查公司上書房信息咨詢?cè)?022年服務(wù)客戶超過(guò)100家，包含了寫字樓、產(chǎn)業(yè)園區(qū)、住宅、上海第三方滿意度測(cè)評(píng)、景區(qū)滿意度調(diào)查、滿意度調(diào)查問(wèn)卷、深圳公眾民意調(diào)研、深圳消費(fèi)者市場(chǎng)調(diào)研、廣州醫(yī)院滿意度測(cè)評(píng)、開(kāi)展購(gòu)物滿意度調(diào)查、深圳市場(chǎng)調(diào)查、滿意度調(diào)查報(bào)告、廣州第三評(píng)估市場(chǎng)調(diào)查、深圳教育工作公眾滿意度調(diào)查、深圳住房服務(wù)市場(chǎng)調(diào)查公司、深圳專業(yè)第三方市場(chǎng)調(diào)研公司、深圳用戶市場(chǎng)調(diào)研、上海小區(qū)業(yè)主滿意度調(diào)查等多種類型，調(diào)查項(xiàng)目覆蓋了國(guó)內(nèi)160余個(gè)城市，十五年來(lái)針對(duì)不同行業(yè)、不同對(duì)象進(jìn)行了研究衍生，完成產(chǎn)品研究調(diào)查案例1,000例，采集有效樣本1,000,000份，具有強(qiáng)大的專業(yè)能力，收獲了客戶的眾多好評(píng)。

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Product positioning research

? ? ? ?Product positioning research refers to the process of conducting market research and analysis to determine the positioning strategy of a product in the market. Product positioning involves defining the characteristics, features, and advantages of a product in the target market and differentiating it from competitors to meet the needs and expectations of the target consumers.

? ? ? ?Product positioning research typically includes the following aspects:

? ? ? ?1、Target market analysis: Conducting surveys and research to understand the characteristics, needs, and consumer behavior of the target market, in order to identify the most suitable target market and target consumer group for the product.

? ? ? ?2、Competitive analysis: Comprehensive analysis of competitors' products, including their characteristics, pricing strategies, market share, etc., to identify the product's differentiation advantages and provide a basis for product positioning.

? ? ? ?3、Analysis of product features and functionalities: Detailed analysis of the product's features, functionalities, and performance to determine its core competitive advantages and distinctive features that meet the needs of the target market.

? ? ? ?4、Determination of positioning strategy: Based on the target market's needs and the competitive environment, determining the product's positioning strategy, including positioning objectives, positioning statements, and positioning strategies, to accurately position the product in the target market.

? ? ? ?5、Market research and testing: Conducting market research and testing to validate the effectiveness and attractiveness of the product positioning, understand the target consumers' reactions and opinions towards the positioning, and optimize and adjust the positioning strategy accordingly.

? ? ? ?The purpose of product positioning research is to ensure that the product aligns with the needs of the target market and stands out from competitors, providing strategic guidance for the product's marketing and sales efforts. By gaining a deep understanding of the target market and consumers, product positioning research helps businesses identify the unique selling points of the product, optimize its features and functionalities, and enhance its market competitiveness.