{"id":2495,"date":"2026-01-23T01:01:55","date_gmt":"2026-01-22T17:01:55","guid":{"rendered":"https:\/\/www.xiaobuwq.com\/blog\/market-positioning-core-concept-explained-simply"},"modified":"2026-01-23T01:01:55","modified_gmt":"2026-01-22T17:01:55","slug":"market-positioning-core-concept-explained-simply","status":"publish","type":"post","link":"https:\/\/www.xiaobuwq.com\/blog\/market-positioning-core-concept-explained-simply","title":{"rendered":"\u4ec0\u4e48\u662f\u5e02\u573a\u5b9a\u4f4d\uff1f\u7528\u6700\u7b80\u5355\u7684\u8bdd\u8bb2\u6e05\u6838\u5fc3\u6982\u5ff5"},"content":{"rendered":"<p>\u5f88\u591a\u4f01\u4e1a\u4e3b\u548c\u7ba1\u7406\u8005\u90fd\u6709\u4e00\u4e2a\u5171\u540c\u7684\u56f0\u60d1\uff1a\u6211\u4eec\u7684\u4ea7\u54c1\u529f\u80fd\u5f3a\u5927\u3001\u8d28\u91cf\u8fc7\u786c\uff0c\u4e3a\u4ec0\u4e48\u5728\u5e02\u573a\u4e0a\u5c31\u662f\u5356\u4e0d\u52a8\uff1f\u6295\u5165\u4e86\u5927\u91cf\u7684\u5e7f\u544a\u9884\u7b97\uff0c\u5374\u5982\u540c\u77f3\u6c89\u5927\u6d77\uff0c\u6fc0\u4e0d\u8d77\u534a\u70b9\u6d9f\u6f2a\u3002\u4f60\u53ef\u80fd\u770b\u5230\u8fc7\u8fd9\u6837\u7684\u573a\u666f\uff1a\u4e00\u5bb6\u79d1\u6280\u516c\u53f8\u7814\u53d1\u51fa\u4e00\u6b3e\u529f\u80fd\u8fdc\u8d85\u7ade\u54c1\u7684\u8f6f\u4ef6\uff0c\u4f46\u5ba2\u6237\u6700\u7ec8\u5374\u9009\u62e9\u4e86\u529f\u80fd\u66f4\u5c11\u3001\u4f46\u540d\u6c14\u66f4\u5927\u7684\u90a3\u4e2a\u54c1\u724c\u3002\u95ee\u9898\u51fa\u5728\u54ea\u91cc\uff1f\u7b54\u6848\u5f80\u5f80\u6307\u5411\u4e00\u4e2a\u770b\u4f3c\u9ad8\u6df1\u83ab\u6d4b\u3001\u5b9e\u5219\u51b3\u5b9a\u4f01\u4e1a\u751f\u6b7b\u7684\u6982\u5ff5\uff1a\u5e02\u573a\u5b9a\u4f4d\u3002<\/p>\n<p>\u5e02\u573a\u5b9a\u4f4d\u5e76\u975e\u5546\u5b66\u9662\u6559\u6388\u4eec\u6302\u5728\u5634\u8fb9\u7684\u7a7a\u6d1e\u7406\u8bba\uff0c\u5b83\u662f\u4f01\u4e1a\u5728\u6fc0\u70c8\u7ade\u4e89\u4e2d\u8d62\u5f97\u5ba2\u6237\u5fc3\u667a\u7684\u6218\u7565\u6b66\u5668\u3002\u5b83\u51b3\u5b9a\u4e86\u4f60\u7684\u4fe1\u606f\u80fd\u5426\u88ab\u76ee\u6807\u5ba2\u6237\u542c\u5230\u3001\u770b\u61c2\u5e76\u8bb0\u4f4f\u3002\u5982\u679c\u5b9a\u4f4d\u6a21\u7cca\uff0c\u4f60\u7684\u6240\u6709\u52aa\u529b\uff0c\u65e0\u8bba\u662f\u4ea7\u54c1\u7814\u53d1\u8fd8\u662f\u5e02\u573a\u8425\u9500\uff0c\u90fd\u5c06\u56e0\u4e3a\u7f3a\u4e4f\u7126\u70b9\u800c\u53d8\u5f97\u4e8b\u500d\u529f\u534a\u3002\u672c\u6587\u5c06\u5f7b\u5e95\u5265\u79bb\u5e02\u573a\u5b9a\u4f4d\u7684\u7406\u8bba\u5916\u8863\uff0c\u7528\u6700\u5b9e\u6218\u3001\u6700\u76f4\u63a5\u7684\u65b9\u5f0f\uff0c\u5e26\u4f60\u641e\u61c2\u8fd9\u4e2a\u6838\u5fc3\u6982\u5ff5\uff0c\u5e76\u63d0\u4f9b\u4e00\u5957\u53ef\u843d\u5730\u6267\u884c\u7684\u64cd\u4f5c\u65b9\u6cd5\u3002<\/p>\n<h2>\u4e00\u3001\u5230\u5e95\u4ec0\u4e48\u662f\u5e02\u573a\u5b9a\u4f4d\uff1f\uff08What\uff09<\/h2>\n<p>\u8981\u7406\u89e3\u5e02\u573a\u5b9a\u4f4d\uff0c\u6211\u4eec\u4e0d\u5fc5\u6df1\u9677\u4e8e\u590d\u6742\u7684\u5b66\u672f\u5b9a\u4e49\u3002\u5176\u672c\u8d28\uff0c\u662f\u4e00\u79cd\u5728\u6f5c\u5728\u5ba2\u6237\u5fc3\u667a\u4e2d\u201c\u5360\u4f4d\u201d\u7684\u5546\u4e1a\u884c\u4e3a\u3002<\/p>\n<h3>1\u3001\u4e00\u4e2a\u201c\u5360\u4f4d\u201d\u7684\u7b80\u5355\u6bd4\u55bb\uff1a\u8ba9\u7528\u6237\u4e00\u60f3\u5230\u67d0\u4e2a\u9700\u6c42\uff0c\u5c31\u7b2c\u4e00\u4e2a\u60f3\u5230\u4f60<\/h3>\n<p>\u60f3\u8c61\u4e00\u4e2a\u62e5\u6324\u7684\u505c\u8f66\u573a\uff0c\u6bcf\u4e2a\u8f66\u4f4d\u90fd\u4ee3\u8868\u7740\u7528\u6237\u5fc3\u667a\u4e2d\u7684\u4e00\u4e2a\u7279\u5b9a\u8ba4\u77e5\u3002\u5f53\u7528\u6237\u4ea7\u751f\u4e00\u4e2a\u9700\u6c42\uff0c\u6bd4\u5982\u201c\u60f3\u559d\u4e00\u676f\u63d0\u795e\u7684\u996e\u6599\u201d\uff0c\u4ed6\u7684\u5927\u8111\u5c31\u4f1a\u5f00\u59cb\u5bfb\u627e\u5bf9\u5e94\u7684\u201c\u8f66\u4f4d\u201d\u3002\u5982\u679c\u4f60\u7684\u54c1\u724c\u6210\u529f\u5360\u636e\u4e86\u201c\u63d0\u795e\u9192\u8111\u201d\u8fd9\u4e2a\u8f66\u4f4d\uff0c\u90a3\u4e48\u7528\u6237\u5c31\u4f1a\u7b2c\u4e00\u65f6\u95f4\u60f3\u5230\u4f60\u3002\u53ef\u53e3\u53ef\u4e50\u5360\u636e\u4e86\u201c\u7545\u723d\u5feb\u4e50\u201d\uff0c\u738b\u8001\u5409\u5360\u636e\u4e86\u201c\u9884\u9632\u4e0a\u706b\u201d\uff0c\u8fd9\u5c31\u662f\u5b9a\u4f4d\u7684\u529b\u91cf\u3002<\/p>\n<p>\u6b63\u5982\u5b9a\u4f4d\u7406\u8bba\u4e4b\u7236\u827e\u00b7\u91cc\u65af\u548c\u6770\u514b\u00b7\u7279\u52b3\u7279\u6240\u8a00\uff0c\u5b9a\u4f4d\u5e76\u975e\u8981\u6539\u53d8\u4ea7\u54c1\u672c\u8eab\uff0c\u800c\u662f\u8981\u6539\u53d8\u6f5c\u5728\u987e\u5ba2\u7684\u5fc3\u667a\u3002\u5b83\u662f\u5728\u6f5c\u5728\u987e\u5ba2\u7684\u5fc3\u667a\u4e2d\uff0c\u4e3a\u4f60\u7684\u54c1\u724c\u548c\u4ea7\u54c1\u521b\u9020\u4e00\u4e2a\u72ec\u4e00\u65e0\u4e8c\u7684\u4f4d\u7f6e\uff0c\u4f7f\u5176\u4e0e\u7ade\u4e89\u5bf9\u624b\u533a\u5206\u5f00\u6765\u3002<\/p>\n<h3>2\u3001\u6f84\u6e05\u5e38\u89c1\u8bef\u533a\uff1a\u5e02\u573a\u5b9a\u4f4d \u2260 \u5e02\u573a\u7ec6\u5206 \u2260 \u76ee\u6807\u5e02\u573a\uff08STP\u5173\u7cfb\u68b3\u7406\uff09<\/h3>\n<p>\u5728\u5b9e\u8df5\u4e2d\uff0c\u8bb8\u591a\u7ba1\u7406\u8005\u4f1a\u5c06\u8fd9\u4e09\u4e2a\u6982\u5ff5\u6df7\u4e3a\u4e00\u8c08\uff0c\u5bfc\u81f4\u6218\u7565\u6267\u884c\u7684\u6df7\u4e71\u3002\u6211\u4eec\u5fc5\u987b\u6e05\u6670\u5730\u754c\u5b9a\u5b83\u4eec\u7684\u5173\u7cfb\uff1a<\/p>\n<ul>\n<li><strong>\u5e02\u573a\u7ec6\u5206 (Segmentation)\uff1a<\/strong> 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a3\u52bf\uff0c\u4ee5\u53ca\u662f\u5426\u5b58\u5728\u5c1a\u672a\u88ab\u6ee1\u8db3\u7684\u5e02\u573a\u7a7a\u767d\u3002\u8fd9\u4e00\u6b65\u662f\u540e\u7eed\u6240\u6709\u5206\u6790\u7684\u57fa\u7840\uff0c\u5982\u679c\u8fde\u5bf9\u624b\u662f\u8c01\u90fd\u641e\u4e0d\u6e05\u695a\uff0c\u540e\u7eed\u7684\u5dee\u5f02\u5316\u4fbf\u65e0\u4ece\u8c08\u8d77\u3002<\/p>\n<h3>2\u3001\u7b2c\u4e8c\u6b65\uff1a\u5206\u6790\u5dee\u5f02\u5316\u4f18\u52bf\uff08\u4f60\u6709\u4ec0\u4e48\u72ec\u95e8\u7edd\u6280\uff1f\uff09<\/h3>\n<p>\u5728\u8ba4\u6e05\u4e86\u7ade\u4e89\u683c\u5c40\u4e4b\u540e\uff0c\u4f60\u9700\u8981\u8fdb\u884c\u4e00\u6b21\u6df1\u523b\u7684\u81ea\u6211\u5256\u6790\u548c\u5bf9\u6807\u5206\u6790\uff0c\u627e\u5230\u81ea\u5df1\u80fd\u591f\u5efa\u7acb\u4f18\u52bf\u7684\u5dee\u5f02\u5316\u201c\u652f\u70b9\u201d\u3002\u8fd9\u4e2a\u652f\u70b9\u5fc5\u987b\u662f\u72ec\u7279\u7684\u3001\u6709\u4ef7\u503c\u7684\uff0c\u5e76\u4e14\u662f\u7ade\u4e89\u5bf9\u624b\u96be\u4ee5\u5728\u77ed\u671f\u5185\u6a21\u4eff\u7684\u3002\u5dee\u5f02\u5316\u53ef\u4ee5\u4ece\u591a\u4e2a\u7ef4\u5ea6\u5c55\u5f00\uff1a<\/p>\n<ul>\n<li><strong>\u4ea7\u54c1\u5dee\u5f02\u5316\uff1a<\/strong> \u4f60\u7684\u4ea7\u54c1\u5728\u529f\u80fd\u3001\u6027\u80fd\u3001\u8bbe\u8ba1\u3001\u53ef\u9760\u6027\u7b49\u65b9\u9762\u662f\u5426\u6709\u8d85\u8d8a\u5bf9\u624b\u7684\u201c\u72ec\u95e8\u7edd\u6280\u201d\uff1f<\/li>\n<li><strong>\u670d\u52a1\u5dee\u5f02\u5316\uff1a<\/strong> \u4f60\u80fd\u5426\u63d0\u4f9b\u6bd4\u5bf9\u624b\u66f4\u5feb\u6377\u3001\u66f4\u5468\u5230\u3001\u66f4\u4e13\u4e1a\u7684\u5ba2\u6237\u670d\u52a1\u4f53\u9a8c\uff1f<\/li>\n<li><strong>\u6e20\u9053\u5dee\u5f02\u5316\uff1a<\/strong> \u4f60\u662f\u5426\u62e5\u6709\u72ec\u7279\u7684\u9500\u552e\u6216\u5206\u9500\u6e20\u9053\uff0c\u80fd\u591f\u66f4\u9ad8\u6548\u5730\u89e6\u8fbe\u76ee\u6807\u5ba2\u6237\uff1f<\/li>\n<li><strong>\u5f62\u8c61\u5dee\u5f02\u5316\uff1a<\/strong> \u4f60\u7684\u54c1\u724c\u6545\u4e8b\u3001\u54c1\u724c\u4e2a\u6027\u3001\u89c6\u89c9\u5f62\u8c61\u662f\u5426\u80fd\u5851\u9020\u51fa\u4e0e\u4f17\u4e0d\u540c\u7684\u8ba4\u77e5\uff1f<\/li>\n<li><strong>\u6210\u672c\/\u4ef7\u683c\u5dee\u5f02\u5316\uff1a<\/strong> \u4f60\u662f\u5426\u62e5\u6709\u6781\u81f4\u7684\u6210\u672c\u63a7\u5236\u80fd\u529b\uff0c\u80fd\u591f\u63d0\u4f9b\u66f4\u5177\u6027\u4ef7\u6bd4\u7684\u9009\u62e9\uff1f<\/li>\n<\/ul>\n<p>\u5173\u952e\u5728\u4e8e\uff0c\u627e\u5230\u90a3\u4e2a\u201c\u4eba\u65e0\u6211\u6709\uff0c\u4eba\u6709\u6211\u4f18\u201d\u7684\u6838\u5fc3\u4f18\u52bf\u70b9\uff0c\u5e76\u5c06\u5176\u4f5c\u4e3a\u5b9a\u4f4d\u7684\u57fa\u77f3\u3002<\/p>\n<h3>3\u3001\u7b2c\u4e09\u6b65\uff1a\u6784\u5efa\u5b9a\u4f4d\u91d1\u5b57\u5854\uff08\u4e00\u53e5\u8bdd\u8bf4\u6e05\u4f60\u662f\u8c01\uff0c\u4e3a\u8c01\u670d\u52a1\uff0c\u63d0\u4f9b\u4ec0\u4e48\u72ec\u7279\u4ef7\u503c\uff09<\/h3>\n<p>\u5b9a\u4f4d\u91d1\u5b57\u5854\u662f\u4e00\u4e2a\u7ecf\u5178\u7684\u6218\u7565\u5de5\u5177\uff0c\u5b83\u80fd\u5e2e\u52a9\u6211\u4eec\u5c06\u524d\u4e24\u6b65\u7684\u5206\u6790\u7ed3\u679c\uff0c\u7cfb\u7edf\u5316\u5730\u6574\u5408\u6210\u4e00\u4e2a\u6e05\u6670\u3001\u53ef\u6267\u884c\u7684\u5b9a\u4f4d\u9648\u8ff0\u3002\u5b83\u901a\u5e38\u5305\u542b\u4ee5\u4e0b\u51e0\u4e2a\u6838\u5fc3\u8981\u7d20\uff1a<\/p>\n<ol>\n<li><strong>\u76ee\u6807\u5ba2\u6237 (Target Audience)\uff1a<\/strong> \u7cbe\u51c6\u63cf\u7ed8\u4f60\u7684\u6838\u5fc3\u670d\u52a1\u5bf9\u8c61\u3002\u4ed6\u4eec\u662f\u8c01\uff1f\u4ed6\u4eec\u6709\u4ec0\u4e48\u6837\u7684\u7279\u5f81\u3001\u75db\u70b9\u548c\u9700\u6c42\uff1f\u63cf\u8ff0\u8d8a\u5177\u4f53\uff0c\u5b9a\u4f4d\u8d8a\u7cbe\u51c6\u3002<\/li>\n<li><strong>\u54c1\u7c7b\u53c2\u7167 (Frame of Reference)\uff1a<\/strong> \u544a\u8bc9\u5ba2\u6237\uff0c\u4f60\u5c5e\u4e8e\u54ea\u4e2a\u5e02\u573a\u6216\u884c\u4e1a\u3002\u8fd9\u4e3a\u5ba2\u6237\u63d0\u4f9b\u4e86\u4e00\u4e2a\u7406\u89e3\u4f60\u7684\u57fa\u7840\u201c\u5750\u6807\u7cfb\u201d\u3002<\/li>\n<li><strong>\u5dee\u5f02\u5316\u4ef7\u503c (Point of Difference)\uff1a<\/strong> \u8fd9\u662f\u5b9a\u4f4d\u7684\u6838\u5fc3\u3002\u7528\u6700\u7cbe\u70bc\u7684\u8bed\u8a00\u6982\u62ec\uff0c\u4f60\u80fd\u4e3a\u76ee\u6807\u5ba2\u6237\u63d0\u4f9b\u7684\u3001\u533a\u522b\u4e8e\u7ade\u4e89\u5bf9\u624b\u7684\u6838\u5fc3\u4ef7\u503c\u4e3b\u5f20\u662f\u4ec0\u4e48\uff1f<\/li>\n<li><strong>\u652f\u6301\u70b9 (Reason to Believe)\uff1a<\/strong> \u4f60\u51ed\u4ec0\u4e48\u8ba9\u5ba2\u6237\u76f8\u4fe1\u4f60\u7684\u5dee\u5f02\u5316\u4ef7\u503c\uff1f\u8fd9\u91cc\u9700\u8981\u5217\u51fa\u5177\u4f53\u7684\u529f\u80fd\u3001\u6280\u672f\u3001\u6848\u4f8b\u3001\u6570\u636e\u3001\u6743\u5a01\u80cc\u4e66\u7b49\u4f5c\u4e3a\u8bc1\u636e\u3002<\/li>\n<\/ol>\n<p>\u5c06\u8fd9\u4e9b\u8981\u7d20\u6574\u5408\u8d77\u6765\uff0c\u6700\u7ec8\u5f62\u6210\u4e00\u53e5\u7b80\u6d01\u800c\u6709\u529b\u7684\u5b9a\u4f4d\u9648\u8ff0\uff0c\u5176\u7ecf\u5178\u53e5\u5f0f\u4e3a\uff1a<strong>\u201c\u5bf9\u4e8e [\u76ee\u6807\u5ba2\u6237] \u6765\u8bf4\uff0c[\u4f60\u7684\u54c1\u724c] \u662f [\u54c1\u7c7b\u53c2\u7167] \u4e2d\uff0c\u80fd\u591f\u63d0\u4f9b [\u5dee\u5f02\u5316\u4ef7\u503c] \u7684\u9009\u62e9\uff0c\u56e0\u4e3a [\u652f\u6301\u70b9]\u3002\u201d<\/strong><\/p>\n<p>\u8fd9\u53e5\u770b\u4f3c\u7b80\u5355\u7684\u8bdd\uff0c\u51dd\u805a\u4e86\u4f01\u4e1a\u6218\u7565\u7684\u7cbe\u9ad3\u3002\u5b83\u5c06\u6210\u4e3a\u4f60\u540e\u7eed\u6240\u6709\u4ea7\u54c1\u7814\u53d1\u3001\u5e02\u573a\u8425\u9500\u548c\u54c1\u724c\u6c9f\u901a\u7684\u201c\u5baa\u6cd5\u201d\u3002<\/p>\n<h2>\u56db\u3001\u5b9e\u6218\u6848\u4f8b\u62c6\u89e3\uff1a\u770b\u9876\u5c16\u54c1\u724c\u5982\u4f55\u201c\u5b9a\u4f4d\u201d\u81ea\u5df1<\/h2>\n<p>\u7406\u8bba\u6700\u7ec8\u8981\u56de\u5f52\u5b9e\u8df5\u3002\u8ba9\u6211\u4eec\u901a\u8fc7\u4e24\u4e2a\u5bb6\u55bb\u6237\u6653\u7684\u54c1\u724c\u6848\u4f8b\uff0c\u6765\u76f4\u89c2\u611f\u53d7\u5e02\u573a\u5b9a\u4f4d\u7684\u5f3a\u5927\u5a01\u529b\u3002<\/p>\n<h3>1\u3001\u6848\u4f8b\u4e00\uff1a\u6c83\u5c14\u6c83\uff08Volvo\uff09\u2014\u2014 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