Is positioning marketing really that magical?

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Positioning marketing, in many successful cases, is highly regarded as a critical concept, such as carving ye beef brisket positioning in shopping malls in the rich white-collar workers, still do not accept children under 12 years old, do not accept reservations; For example, Huang Tai-ji positioning young people do an interesting experience of interactive marketing; In the case of these successful cases, many people begin to think that Business must have positioning, do marketing must positioning marketing. In fact?

Positioning marketing as a good customer experience

Carving the beef brisket to its own customer base in the love of vanity and love the food of a little extra money for that small group of people. Although the current flop rate is very high, it has caused a lot of complaints that the reservation is not accepted. This is a wrong way of positioning marketing, and senior white-collar workers are less willing to wait every time. The beef brisket claimed to be intentional, but obviously not. Eat, especially to eat this kind of high-grade restaurant, but also shopping and tired of hungry, why do dignitaries and so on. In addition to those who do not have the money of the literary youth or the fun of family gatherings, who would like to join this lively, obviously very fall. In fact, many customers begin to evaluate the taste of the beef brisket is not as good as publicity. If the dishes are not as good as advertised, how attractive are the five-star chefs in the countries they hire?

Carving ye brisket in seemingly prosperous business appearance, has been very frank still at a loss operating. Even in a variety of marketing tools, to shape the image of a tall restaurant, seemingly overcrowded but still losing money, that when the idol worship and vanity yearning fan sentiment past, he will be what positioning to maintain?

The fans ' economy is just a fleeting

Besides Huang Taigi, selling pancakes is not a big deal, it's mainly the boss of the pancake who has a mind, uses a kind of so-called internet thinking, with a variety of gimmicks to the customer fooled. The microblog has attracted a large number of young people to become fan groups. And gradually, the fans began to understand, in fact, is a pancake, lively after a while, there is time to gather a lively, no time will not deliberately to patronize the consumption concept gradually formed. In this case, positioning the young people's marketing rules will make Huang Taigi hot long? The answer is obviously negative.

Fans in this era, are fleeting things. I like you today, I pay attention to you, is a fan. If you say something tomorrow, you may not like you. Huang Taigi boss of all kinds of speeches can not maintain a lifetime, if not in the pancake fruit, fans will eventually tired, cancel attention is to press a key thing. How long can the offline store last without a fan's popularity?

An enterprise, in positioning marketing this thing, may be misled by this misguided. Think that a business must be positioned well. In fact, perhaps the beginning of the positioning, will let the enterprise very clear to the specific customer base to do the so-called precision marketing, marketing a better start. But in fact this beginning is also dangerous, carving ye brisket and Huang Taigi is only a successful case of many experimenters, but there are many silently disappeared experimenters. More importantly, a good business continuity can not rely on the so-called positioning marketing, a temporary boom is likely to be fleeting, such as the past few years very popular native sauce cake, as well as the boxed crispy roast duck, hand-grab cakes, and so on, after rapid expansion, most small shop operators can not grasp the quality of the close, Taste experience drops. Gradually people just as a last resort to fill the belly of the choice.

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