zhunquedingweishiyibaxiezi，nengkuaisuxieruxiaofeizhexinzhikongjian，fenqieshichang，rangchanpinxunsurushi，weixiaofeizhesuojieshou。yinci，xunzhaozuizhunquededingweidian，wuyichengweilechanpinchengbaideguanjian。huomanzuxiaofeizhexuqiu，huoyouxiaoqugejingpin，huowajuechanpinduteliyidian，zheixiecelvehuxiangjiaocha，yinshichangtezheng、jingzhenghuanjinghechanpinzhouqibutongeryouyousuocezhong。

　　明确的病症定位点

　　zheishiyiyaobaojianpinzuichangjiandedingweifangfa，jihusuoyoudechenggongpinpai，douhuominghuoancaiyongguocizhongcelve。jishicaiyongqitadingweifangfa，yeshiyi“mingquezhengzhuang”huo“xiaofeizheyishuzhizhengzhuang”weiqiantide。zheizhongdingweicelve，zhijiedianmingsuozhenduidebingzheng，jinengquandingmubiaoxiaofeizhe，shizhiyiyulijie，duihaoruzuo，younengjinxingqianyimohuadeshichangjiaoyu。rumanyanshuningyong“shuayaexinganou”dengzhengzhuanglaitishimanxingyanyan，congerzhengtixingdiwanchengle“woshishei（who）、wonengganshenme（what）、shiheshei（whom）”dechuanbosuqiu。

　　yibingzhengqieru，bixuzhuyiyixiajidian：diyi，bingzhengjubeidianxingxing，fugaimianguang，fabinglvgao，changneng“yizheng”duiying“duobing”。rusidashutongguo“weisuan、weitong、weizhang”sandazhengzhuang，shiweibinghuanzheyiyoushangshuzhengzhuang，jiutiaojianfanshebanxiangdaogaichanpin。dier，bingzhengjuyoupoqiexing，xiaofeizheqiuzhiyishiqiang。rudakeningzai“shajunzhijiaoqi”hou，yousuqiu“jiaoyang，shuipao，tuopi”sandazhengzhuang，doushixiaofeizheshengantongku、jixujiejuede，zheiyangcainengjifaxiaofeizhedegoumaichongdong。disan，bingzhengmiaoshubixujiandan、zhijie，rongyibeixiaofeizhelijie，jinliangbushiyongzhuanyeshuyu。rurunjieyong“yangan、yanse、yanpilao”tishishipilaoshichang，jiangzhongjianweixiaoshipianzegengzhibaidishuo“duzizhang，buxiaohua”，xiaofeizhemeiyoubulijiede。erxiang“fangzhijiaxingjinshi”、“weihanyaoyongwenweishu，weireyaoyongyangweishu”dengsuqiu，yinweixiaofeizheduizheixiezhuanyexinghenqiangdeshuyuyishiwufawanchenggainianrenzhi，yineryingxianglechuanbodexiaoguo。

　　以消费人群为定位点

　　zhijiezhimingchanpindexiaofeirenqun，anrenqunlaixifenshichang，tuchuchanpindezhuanyexinghegexinghua，congeryingdexiaofeizhederentong、xinrenhepianhao。

　　changjianfangshiyouliangzhong：yishiannianlinghexingbiehuafen，ruzhonglaonianshichang、nvxingshichang、nanxingshichangheqingshaonianshichangdeng。birukuihuaweikanglingyong“zhuanzhilaoweibing”zhudazhonglaonianweibingshichang，hutongzhijiedingweiwei“zhuanzhiertongganmao”deng。henduopinpaizaichengrenshichangchenggonghou，fenfenjinxingpinpaiyanshen，yeshixiangkuodashichangzhanyoulv。ruxiaojinshierkang、xiaokuaike、xiaoerjiangzhongjianweixiaoshipiandeng，zaipeifang、baozhuang、guanggao、suqiushangjinxingyouzhenduixingdediaozheng，zengqianggexinghuahedutejiazhigan。ershianxiaofeizhedeshehuijiecenghuafen。ruzhudazhonggaoduanshichangdemeiluopaiweitongningpian，yong“weitong，guangrong”suqiu，yimangyushiyeerzhiweibingdeshehuijingyingweiduixiang，yingdeleqinglaihehaogan。

　　“qiege”mubiaoshichang，yijudebianliangkeyihenduo，ruzhiye、jiaoyu、minzu、zongjiao、juzhudidengdeng，keyijubutongqingshijinxingzuhe。

　　以购买目的为定位点

　　xiaofeizhegoumaiyaopinhebaojianpin，mudewufeiliangzhong：yishiziwozhiliaohebaojian，tigaoshengmingzhiliangheshenghuogediao。youdechuantong，chongshangjiejian，xihuanjiandan；youdexinchao，zhongshipinwei，xihuanhuopo。zhenduibutonggoumaixuqiuhegoumaidongjideguke，wajuechuyouzhenduixingdedingweidian，wangwangnengchuqizhisheng。ruxingaizhonggaipaigaogaipian“yitianyipian，xiaoguobucuo，haishihui”dingweiyupingmin，jiukuaijiujianfeichadadijiapaideng，douyuanyucicelve。ershizuoweilipin，songyutaren，biaoqingdayi。tongguodingweidianwajue，rongruqinqing、aiqing、wennuandengqinggan，huanqigongming，huandexinren。zheizhongcelvewangwangnengtupogongnengsuqiuhetongzhihuadejuxian，fuyuchanpingengduodefujiajiazhihejingshenliyi。zuidianxingdemoguoyunaobaijinde“jinnianbamabushouli，shoulizhishounaobaijin”le，zuodaolegongnengliyiheqingganliyidejiehe。

　　产品物理属性定位点

　　wajuechanpinbenshensuoteyoudechayihuamaidianzuoweidingweishouduan。ru：

　　yuancailiaodedutexing，tishengpinzhirenzhi。zhongjingliuweidihuangwansuqiu“yaocaihao，yaocaihao”，dongaajiaode“yaocaididao，buxueyoufang”。

　　jixinglingxian，kaichuangpinlei。ruhaiwaizhiyaodeanshenbunaopian“anshenbunaohuanpianle”，jiangsuyihaiyaoyetuichusaifulinliuweidihuangdiwan，qingduyuludaiyan，yong“xiaodiwan，daxuewen”suqiujixingdexianjinxing。

　　dutebaozhuang，jianliquge。rusanjingputaotangsuangaiyongbolilanpingdebaozhuangzhuanli，suqiu“chunjingde，haohede”laiguibiqitatongleichanpin。

　　tishishiyongqingjing，zengqiangpinpaihaogan。ru“20、30、40，meiwentishiyongqingshui，youwentishiyongshiyangxiye”，tixianaixin。

　　lishigan，shulipinpaisixiang。yishituxianqiyelishiyoujiudetedian，rujiuzhitangliuweidihuangwansuqiu“300nianhaopinzhi”，haiyoutongrentang、chenliji、huqingyutangdengdoushiruci；ershiqiangdiaoduonianchangxiao，shulilingxianpinpaixingxiang，rukuihuaweikanglingde“20niandapinpai”，paiduyangyanjiaonangde“changxiao12nian”deng。

　　差异化利益定位点

　　yiyaobaojianpindehexinshigongneng。shendudongxichanpinliyidian，baokuogainian、jili、gongnengdeng，bingduijiexiaofeizhexuqiu，fuzhiyigezhongzhichizhengju，jianlipinpaixinrendu，congerweixiaofeizhetigonggoumailiyou。zheizhongcelvechangchangyu“mingquezhengzhuang”yiqishiyong。rumadinglinde“huifuweidongli”，fuqide“24xiaoshibuyang”，xinkangtaikede“12xiaoshihuanjieganmaozhengzhuang”deng。

　　yichanpinliyidianjinxingdingwei，yiyaocongchanpinmaidianchufa，yixiaofeizhexuqiuweizhongdian；eryaoshijingzhengduishousuoweiyouhuoweisuqiude；sanshiliyidianyaojiandan、ruili。

空白定位点

　　zenyangzhaodaoshichangkongdanghejihui？zheichuleyaoqiuduichanpinchuangxinwai，zhuyaoshiyaoduixiaofeizheweimanzudexuqiujinxingdongcha，ranhouzaichuanboshanghedingweishangjinxingchayihuasuqiu，shizhichengweidiyi。ruqumeishidiyigejianfeideyaozhunzichanpin，wanglaojidiyigeshuoshi“yufangshanghuodeyinliao”，naobaijindiyigeba“songli”jiaodeshanxiang，yinerdouqudelejudachenggong。

　　攻防式定位点

　　shichangjingzhengriqujilie，weileqiangzhanpinpaidiweihuofangzhiqitapinpaijingong，jiuxuyaozhidingyouxiaodegongjihefangshoudingweidian。

　　gongjilingxianpinpai，mudejiushiyaozhongxindingweijingzhengduishou。zhuyaoyou3zhongcelve：yishizhaodaoqiruanlei，yuzhi“duizhegan”。ruhongtaokdingweizai“buxuekuai”，jizhongzainongcunshichang，dazhongdiduan，xueerkoufuyejiulingpixijing，dingweizai“buxuechijiu”，bingjiangshichangjizhongzaichengshigaoduanbailingnvxingrenqun，jinxingyouxiaoquge。ershishenhuajingzhengduishoudesuqiu，zaiqijichushangshengjihuoxihua，jitongbujiaoyushichang，younengqiangzhanqifene。ruyipintangluhuipaidujiaonangde“shencengpaidu”dengjiushenhualepaidugainian；sanjiuganmaolingzhenduizhongyaohaohexiyaokuaidezhenglun，suqiuzijishi“zhongxiyaoheji，kuaierqiehao”。sanshiliyongchuanbodianchanshenglianxiang。huangjindadangshangshishi，xuanchengzijibuhan“lintong”，yinzhiqitatongleichanpinkenenghanyou“lintong”，qidaolelianghaodegongjijingpindezuoyong。 (cdtzhaiziyiyaojingjibao)