汉英对照:
Chinese-English Translation:
品牌定位维度：市场定位、价格定位、形象定位、地理定位、人群定位、渠道定位等。按品牌定位方法：“河洛品牌烙印法”品牌一词源于古挪威文，意为烙印。品牌定位最深层面是能在消费者心智中代表什么，即强势品牌烙印。
Brand positioning dimensions: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. According to the brand positioning method: the word “Heluo brand branding method” comes from ancient Norwegian, which means branding. The deepest level of brand positioning is what can be represented in the mind of consumers, that is, strong brand branding.
品牌定位维度：市场定位、价格定位、形象定位、地理定位、人群定位、渠道定位等。按品牌定位方法：“河洛品牌烙印法”品牌一词源于古挪威文，意为烙印。品牌定位最深层面是能在消费者心智中代表什么，即强势品牌烙印。
Brand positioning dimensions: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. According to the brand positioning method, the word “Heluo brand branding method” comes from the ancient Norwegian, which means branding. The deepest level of brand positioning is what can be represented in the mind of consumers, that is, strong brand branding.
品牌定位是企业在市场定位和产品定位的基础上，对特定的品牌在文化取向及个性差异上的商业性决策，它是建立一个与目标市场有关的品牌形象的过程和结果。换言之，即指为某个特定品牌确定一个适当的市场位置，使商品在消费者的心中占领一个特殊的位置，当某种需要突然产生时，比如在炎热的夏天突然口渴时，人们会立刻想到“可口可乐”红白相间的清凉爽口。品牌定位的理论来源于“定位之父”、全球顶级营销大师杰克·特劳特首创的战略定位。
Brand positioning is a commercial decision-making of a specific brand on the basis of market positioning and product positioning in terms of cultural orientation and personality differences. It is the process and result of establishing a brand image related to the target market. In other words, it means to determine an appropriate market position for a specific brand, so that the goods occupy a special position in the hearts of consumers. When a need arises suddenly, for example, when a thirst suddenly occurs in the hot summer, people will immediately think of the cool and refreshing red and white “Coca Cola”. The theory of brand positioning comes from the strategic positioning initiated by Jack Trout, the father of positioning and the world’s top marketing master.
品牌定位是市场定位的核心和集中表现。企业一旦选定了目标市场，就要设计并塑造自己相应的产品，品牌及企业形象，以争取目标消费者的认同。由于市场定位的最终目标是为了实现产品销售，而品牌是企业传播产品相关信息的基础，品牌还是消费者选购产品的主要依据，因而品牌成为产品与消费者连接的桥梁，品牌定位也就成为市场定位的核心和集中表现。
Brand positioning is the core and concentrated expression of market positioning. Once the enterprise has selected the target market, it is necessary to design and shape its own corresponding products, brands and corporate image, so as to win the recognition of the target consumers. As the ultimate goal of market positioning is to achieve product sales, and brand is the basis for enterprises to disseminate product related information, and brand is also the main basis for consumers to choose products, so brand becomes the bridge between products and consumers, and brand positioning becomes the core and concentrated expression of market positioning.
简介
brief introduction
品牌定位的研究综述艾·里斯和杰克·特劳特在 1969 年首次提出“定位”一词。三年后他们以“定位”为主题发表的系列文章，引起了轩然大波。七年后他们出版《广告攻心战略品牌定位》一书，标志着“定位理论”正式成立。此后通过不断的探索、实践与发展，形成了 USP 理论和品牌形象理论。在西方学者观点的基础上，我国王庆（2009）认为，品牌市场定位包括对产品特征、物质利益、情感、个性以及价值观念五个层次的定位。李珂、曲颖（2019）认为，“USP 理论”是源头活水，“品牌形象理论”是核心灵魂，“传统营销理论”是点睛之笔。综上所述，我国的研究学者对市场定位的研究有很多，角度也不同，但大多数都是从理论角度进行研究，应用研究较少，专门针对大米行业的品牌定位研究更少，故以此为切入点来进行研究。
A review of the research on brand positioning: iris and Jack Trout first proposed the term “positioning” in 1969. Three years later, they published a series of articles on the theme of “positioning”, which caused a great stir. Seven years later, they published the book “strategic brand positioning of advertising attack”, marking the formal establishment of the “positioning theory”. Since then, through continuous exploration, practice and development, the USP theory and brand image theory have been formed. On the basis of western scholars’ views, Wang Qing (2009) of China holds that brand market positioning includes five levels: product characteristics, material interests, emotion, personality and values. Li Ke and Qu Ying (2019) believed that “USP theory” is the source, “brand image theory” is the core soul, “traditional marketing theory” is the finishing touch. To sum up, there are many researches on market positioning from different perspectives, but most of them are from the theoretical perspective, with less application research and less brand positioning research specifically for the rice industry. Therefore, this is the starting point for research.
定位目的
Positioning purpose
品牌定位的目的就是将产品转化为品牌，以利于潜在顾客的正确认识。
The purpose of brand positioning is to transform products into brands, so as to facilitate the correct understanding of potential customers.
做品牌必须挖掘消费者感兴趣的某一点，当消费者产生这一方面的需求时，首先就会想到它的品牌的定位，就是为自己的品牌在市场上树立一个明确的，有别于竞争对手的，符合消费者需要的形象，其目的是在潜在消费者心中占领一个有利的位置。
In order to be a brand, we must find out something that consumers are interested in. When consumers have this aspect of demand, they will first think of its brand positioning, which is to establish a clear image for their brand in the market, which is different from the competitors and meets the needs of consumers. Its purpose is to occupy a favorable position in the hearts of potential consumers.
良好的品牌定位是品牌经营成功的前提，企业进占市场，拓展市场起到导航作用。如若不能有效地对品牌进行定位，以树立独特的消费者可认同的品牌个性与形象，必然会使产品淹没在众多产品质量，性能及服务雷同的商品中。品牌定位是品牌传播的客观基础，品牌传播依赖于品牌定位，没有品牌整体形象的预先设计（即品牌定位），那么，品牌传播就难免盲从而缺乏一致性。总之，经过多种品牌运营手段的整合运用，品牌定位所确定的品牌整体形象即会驻留在消费者心中，这是品牌经营的直接结果，也是品牌经营的直接目的。如果没有正确的品牌定位，无论其产品质量再高，性能再好，无论怎样使尽促销手段，也不能成功。可以说，今后的商战将是定位战，品牌致胜将是定位的胜利。
A good brand positioning is the premise of a successful brand management. Enterprises occupy the market and expand the market play a guiding role. If we can’t position the brand effectively, in order to establish a unique brand personality and image that can be recognized by consumers, we will inevitably submerge the products in many products with the same quality, performance and service. Brand positioning is the objective basis of brand communication. Brand communication depends on brand positioning. Without the pre design of the overall brand image (i.e. brand positioning), brand communication will inevitably follow blindly and lack consistency. In a word, through the integrated use of various brand operation means, the overall brand image determined by brand positioning will reside in the hearts of consumers, which is the direct result of brand operation and the direct purpose of brand operation. If there is no correct brand positioning, no matter how high the product quality, performance and promotion means are used, it will not succeed. It can be said that the future business war will be positioning war, and brand winning will be positioning victory.
定位意义
Positioning significance
1、创造品牌核心价值。成功的品牌定位可以充分体现品牌的独特个性、差异化优势，这正是品牌的核心价值所在。品牌核心价值是一个品牌的灵魂所在，是消费者喜欢乃至爱上一个品牌的主要力量。品牌核心价值是品牌定位中最重要的部分，它与品牌识别体系共同构成了一个品牌的独特定位。
1. Create brand core value. Successful brand positioning can fully reflect the unique personality and differentiation advantages of the brand, which is the core value of the brand. The core value of a brand is the soul of a brand and the main force that consumers like or even love a brand. Brand core value is the most important part of brand positioning, which together with brand identity system constitutes a brand’s unique positioning.
2、与消费者建立长期的、稳固的关系。当消费者可以真正感受到品牌优势和特征，并且被品牌的独特个性所吸引时，品牌与消费者之间建立长期、稳固的关系就成为可能。
2. Establish a long-term and stable relationship with consumers. When consumers can truly feel the advantages and characteristics of the brand and are attracted by the unique personality of the brand, it is possible to establish a long-term and stable relationship between the brand and consumers.
3、为企业的产品开发和营销计划指引方向。品牌定位的确定可以使企业实现其资源的聚合，产品开发从此必须实践该品牌向消费者所做出的承诺，各种短期营销计划不能够偏离品牌定位的指向，企业要根据品牌定位来塑造自身。
3. Guide the direction of product development and marketing plan. The determination of brand positioning can make the enterprise realize the aggregation of its resources. Since then, the product development must practice the commitment made by the brand to the consumers. Various short-term marketing plans cannot deviate from the direction of brand positioning. The enterprise should shape itself according to the brand positioning.
定位方式
Positioning mode
品牌必须将自己定位于满足消费者需求的立场上，最终借助传播让品牌在消费者心中获得一个有利的位置。要达到这一目的，首先必须考虑目标消费者的需要。借助于消费者行为调查，可以了解目标对象的生活形态或心理层面的情况。这一切，都是为了找到切中消费者需要的品牌利益点。而思考的焦点要从产品属性转向消费者利益。消费者利益的定位是站在消费者的立场上来看的，它是消费者期望从品牌中得到什么样的价值满足。所以用于定位的利益点选择除了产品利益外，还有心理，象征意义上的利益，这使得产品转化为品牌。因此可以说，定位与品牌化其实是一体两面，如果说品牌就是消费者认知，那么定位就是公司将品牌提供给消费者的过程。
Brand must position itself to meet the needs of consumers, and finally get a favorable position in the hearts of consumers with the help of communication. To achieve this goal, we must first consider the needs of the target consumers. With the help of consumer behavior survey, we can understand the target’s life form or psychological level. All of this is to find the brand interest points that meet the needs of consumers. The focus of thinking should be shifted from product attributes to consumer interests. The positioning of consumer interests is from the perspective of consumers, which is what kind of value satisfaction consumers expect from the brand. Therefore, in addition to the product interests, there are psychological and symbolic interests in the choice of interest points for positioning, which makes the product into a brand. So it can be said that positioning and branding are actually one and two sides. If brand is consumer cognition, then positioning is the process that the company provides the brand to consumers.
消费者有不同类型，不同消费层次，不同消费习惯和偏好，企业的品牌定位要从主客观条件和因素出发，寻找适合竞争目标要求的目标消费者。要根据市场细分中的特定细分市场，满足特定消费者的特定需要，找准市场空隙，细化品牌定位。消费者的需求也是不断变化的，企业还可以根据时代的进步和新产品发展的趋势，引导目标消费者产生新的需求，形成新的品牌定位。品牌定位一定要摸准顾客的心，唤起他们内心的需要，这是品牌定位的重点。所以说，品牌定位的关键是要抓住消费者的心。如何做到这一点呢？自然是必须带给消费者以实际的利益，满足他们某种切实的需要。但做到这一点并不意味着你的品牌就能受到青睐，因为市场上还有许许多多企业在生产同样的产品，也能给顾客带来同样的利益。而市场已经找不到可能独步天下的产品，企业品牌要脱颖而出，还必须尽力塑造差异，只有与众不同的特点才容易吸引人的注意力。所以说，企业品牌要想取得强有力的市场地位，它应该具有一个或几个特征，看上去好像是市场上“唯一”的。
Consumers have different types, different consumption levels, different consumption habits and preferences. The brand positioning of enterprises should start from subjective and objective conditions and factors to find the target consumers that meet the requirements of the competition objectives. According to the specific market segment in the market segmentation, to meet the specific needs of specific consumers, find the market gap, and refine the brand positioning. The needs of consumers are constantly changing. According to the progress of the times and the development trend of new products, enterprises can also guide the target consumers to generate new needs and form new brand positioning. Brand positioning must touch the heart of customers and arouse their inner needs, which is the key point of brand positioning. Therefore, the key to brand positioning is to grasp the heart of consumers. How to do this? Naturally, it is necessary to bring practical benefits to consumers to meet their practical needs. But to do this does not mean that your brand will be favored, because there are many enterprises in the market producing the same products, can also bring the same benefits to customers. But the market can not find the products that can stand out from the rest of the world. In order to stand out, the enterprise brand must try its best to create differences. Only the unique characteristics can easily attract people’s attention. Therefore, if an enterprise brand wants to gain a strong market position, it should have one or several characteristics, which seems to be the “only” in the market.
这种差异可以表现在许多方面，如质量、价格、技术、包装、售后服务等，甚至还可以是脱离产品本身的某种想像出来的概念。如万宝路所体现出来的自由、奔放、豪爽、原野、力量的男子汉形象，与香烟本身没有任何关系，而是人为渲染出来的一种抽象概念。因此，一个品牌要让消费者接受，完全不必把它塑造成全能形象，只要有一方面胜出就已具有优势，国外许多知名品牌往往也只靠某一方面的优势而成为名牌。例如，手机市场上，摩托罗拉宣传的是“小、薄、轻”的特点，而诺基亚则声称它的“无辐射”特点；在汽车市场上，沃尔沃强调它的“安全与耐用”，菲亚特诉说“精力充沛”，奔驰宣称“高贵、王者、显赫、至尊”，绅宝则说“飞行科技”，宝马却津津乐道它的“驾驶乐趣”。这些品牌都拥有了自己的一方沃土，不断成长。因此，想要尽可能满足消费者的所有愿望是愚蠢的，每一个品牌必须挖掘消费者感兴趣的某一点，而一旦消费者产生这一方面的需求，首先就会立即想到它。西方国家对品牌定位的研究比较系统，当时只有少数中国企业重视品牌定位，请品牌策划公司为企业全方位的定位品牌。如今中国企业对品牌意识越来越强，因此国内品牌策划公司也应运而生。当然由于本土咨询策划公司缺乏大数据和操作规范的严谨性，那些集团企业和超级大企业的品牌策划仍然在几个国家知名咨询机构手里，国内品牌策划公司主要是服务于中小企业。目前国际比较知名的企业管理咨询公司有麦肯锡、波士顿、贝恩等，但是专注于品牌定位的公司是特劳特定位，国内品牌策划公司目前多为从传统传媒文化公司或者广告公司和视觉设计公司转型而来，典型的有东道品牌策划、美御品牌策划等。不过，近几年，也有传承麦肯锡和特劳特的专业和规范又赚足海外品牌策划经验的海龟品牌策划公司，最典型的是上海的段马乐咨询。总而言之，这些品牌策划公司都是通过对品牌进行不同程度的策划，扩大品牌知名度、美誉度和影响力，提升品牌价值，从而转化为企业的财富。市场实践证明，任何一个品牌都不可能为全体顾客服务，细分市场并正确定位，是品牌赢得竞争的必然选择。只有品牌定位明确，个性鲜明，才会有明确的目标消费层。
This difference can be manifested in many aspects, such as quality, price, technology, packaging, after-sales service, etc., and even some imaginative concept separated from the product itself. For example, the image of free, unrestrained, straightforward, wild and powerful man embodied in Marlboro has nothing to do with cigarette itself, but is an abstract concept artificially rendered. Therefore, if a brand wants to be accepted by consumers, it does not need to be shaped into an all-around image at all. As long as it wins on one hand, it has advantages. Many well-known foreign brands often only rely on one aspect of advantages to become famous brands. For example, in the mobile phone market, Motorola publicizes the characteristics of “small, thin and light”, while Nokia claims its “radiation free”; in the automobile market, Volvo emphasizes its “safety and durability”, Fiat says “energetic”, Mercedes Benz claims “high, king, distinguished and supreme”, Sambo says “flight technology”, while BMW is fond of it “Driving pleasure”. These brands all have their own fertile ground and keep growing. Therefore, it is foolish to satisfy all the wishes of consumers as much as possible. Every brand must tap into a certain point that consumers are interested in. Once consumers have this demand, they will think of it immediately. At that time, only a few Chinese enterprises attached great importance to brand positioning. Brand planning companies were invited to position the brand for enterprises in all aspects. Nowadays, Chinese enterprises have more and more strong brand awareness, so domestic brand planning companies have emerged. Of course, due to the lack of big data and the strictness of operation specifications in the local consulting and planning companies, the brand planning of those group enterprises and super large enterprises is still in the hands of several well-known consulting institutions in several countries, and the domestic brand planning companies mainly serve small and medium-sized enterprises. At present, the internationally well-known enterprise management consulting companies include McKinsey, Boston, Bain, etc., but the company focusing on brand positioning is the trout positioning. At present, most of the domestic brand planning companies are transformed from traditional media and culture companies or advertising companies and visual design companies, typical of which are host brand planning, Meiyu brand planning, etc. However, in recent years, there are also turtle brand planning companies that inherit the professional and standard of McKinsey and traot and earn enough experience in overseas brand planning. The most typical one is Duan Marle consulting in Shanghai. All in all, these brand planning companies are through different degrees of brand planning, to expand brand awareness, reputation and influence, enhance brand value, so as to transform into corporate wealth. Market practice has proved that any brand can not serve all customers, segment the market and position correctly, which is the inevitable choice for the brand to win the competition. Only when the brand positioning is clear and the personality is distinct, can there be a clear target consumption layer.
唯有明确的定位，消费者才会感到商品有特色，有别于同理产品，形成稳定的消费群体。而且，唯有定位明确的品牌，才会形成一定的品味，成为某一层次消费者文化品味的象征，从而得到消费者的认可，让顾客得到情感和理性的满足感。要想在竞争中脱颖而出，唯一的选择就是差异化，而定位正是在战略达到差异化最有效的手段之一。企业如不懂得定位，必将湮没在茫茫的市场中。
Only with a clear positioning can consumers feel that the products have characteristics, are different from similar products, and form a stable consumer group. Moreover, only a well-defined brand can form a certain taste and become a symbol of the cultural taste of a certain level of consumers, so as to get the recognition of consumers and let customers get emotional and rational satisfaction. To stand out in the competition, the only choice is differentiation, and positioning is one of the most effective means to achieve differentiation in strategy. If enterprises do not know the positioning, they will be buried in the vast market.
长期以来，可口可乐和
For a long time, Coca Cola and
