產(chǎn)品定位研究是指通過市場調(diào)研和分析來確定產(chǎn)品在市場中的定位策略。產(chǎn)品定位是指在目標市場中明確產(chǎn)品的特點、功能、優(yōu)勢，并與競爭對手區(qū)分開來，以滿足目標消費者的需求和期望。

  產(chǎn)品定位研究通常包括以下幾個方面：

  1、目標市場分析：通過調(diào)查和研究目標市場的特征、需求、消費習慣等信息，確定產(chǎn)品最適合的目標市場和目標消費者群體。

  2、競爭分析：對競爭對手的產(chǎn)品進行綜合分析，了解其特點、定價策略、市場份額等信息，找出產(chǎn)品的差異化優(yōu)勢，為產(chǎn)品定位提供依據(jù)。

  3、產(chǎn)品特點和功能分析：對產(chǎn)品的特點、功能、性能進行詳細分析，確定產(chǎn)品的核心競爭優(yōu)勢和差異化特點，以滿足目標市場的需求。

  4、定位策略確定：根據(jù)目標市場的需求和競爭環(huán)境，確定產(chǎn)品的定位策略，包括定位目標、定位陳述和定位戰(zhàn)略，以使產(chǎn)品在目標市場中得到準確定位。

  5、市場調(diào)研和測試：通過市場調(diào)研和測試，驗證產(chǎn)品定位的有效性和吸引力，了解目標消費者對產(chǎn)品定位的反應(yīng)和意見，并對定位策略進行優(yōu)化和調(diào)整。

  產(chǎn)品定位研究的目的是為了確保產(chǎn)品與目標市場的需求相匹配，并與競爭對手區(qū)分開來，從而為產(chǎn)品的市場推廣和銷售提供戰(zhàn)略指導。通過深入了解目標市場和消費者，產(chǎn)品定位研究可以幫助企業(yè)確定產(chǎn)品的獨特賣點，優(yōu)化產(chǎn)品特點和功能，提高產(chǎn)品的市場競爭力。

  本文由上書房信息咨詢（深圳知名市場調(diào)查公司）出品，歡迎轉(zhuǎn)載，請注明出處。中國獨立第三方調(diào)研機構(gòu)深圳市場調(diào)查咨詢公司上書房信息咨詢開展產(chǎn)品測試調(diào)研主要從客戶需求和消費者需求、同類產(chǎn)品生產(chǎn)者的動向和新技術(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)品問題。深圳物業(yè)服務(wù)市場調(diào)查公司上書房信息咨詢（SSF）在2022年服務(wù)客戶超過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評、景區(qū)滿意度調(diào)查、滿意度調(diào)查問卷、深圳公眾民意調(diào)研、深圳消費者市場調(diào)研、廣州醫(yī)院滿意度測評、開展購物滿意度調(diào)查、深圳市場調(diào)查、滿意度調(diào)查報告、廣州第三評估市場調(diào)查、深圳教育工作公眾滿意度調(diào)查、深圳住房服務(wù)市場調(diào)查公司、深圳專業(yè)第三方市場調(diào)研公司、深圳用戶市場調(diào)研、上海小區(qū)業(yè)主滿意度調(diào)查等多種類型，調(diào)查項目覆蓋了國內(nèi)160余個城市，十五年來針對不同行業(yè)、不同對象進行了研究衍生，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，具有強大的專業(yè)能力，收獲了客戶的眾多好評。

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.