泛家居时代新进家居品牌的定位：以浙江亿田电器厨柜品牌定位为例.docx

摘要 如何在激烈的市场竞争中脱颖而出，实施品牌战略是企业实现快速发展的 \t "/item/%E5%93%81%E7%89%8C%E6%88%98%E7%95%A5/_blank" 必要条件，拥有独特品牌定位的产品才能得到顾客的青睐,通过打造与确定品牌定位,获得顾客对品牌的认可,提升顾客对企业的忠诚度,从而形成企业的核心竞争力。品牌定位在市场营销战略中占有重要地位,其是顾客认可产品品牌的一个关键点，因此企业市场营销战略中的品牌定位发挥重要作用,要想促进企业的可持续发展,设定合理的品牌定位具有重要意义。 近年来，全屋定制家居市场是增长最快的行业之一，从厨柜定制行业出现的十几年时间已经成长为一个年产值过千亿的定制家居产业，并产生出产值过百亿的上市企业。在这种趋势下，门窗木门、成品家具、房地产、家电五金、地板陶卫等行业都有大量的企业跨界携大资本进入定制家居，加剧了行业的竞争。 品牌定位是市场竞争发展到一定阶段的必然产物，也是当前企业非常关心的热点问题。准确的品牌定位是企业制定和实施品牌战略和展开营销战略的保障。定位是找到自身在市场环境中的位置，是自身和市场内外环境匹配的过程，对于定位来说没有最好的只有最适合的。本文以企业进行新品类品牌定位的实际操作过程，从企业和消费者的角度，对品牌定位的相关影响因素进行分析和论证。认为品牌定位核心是对消费群体的消费行为及变化的研究分析，在力所能及的基础上形成与竞争对手差异化的特性，提炼出品牌的核心理念并将其有效传播给目标消费群。 跨界进入定制厨柜新品类也是浙江亿田集成灶公司2019年的发展新战略。本文通过亿田公司上马厨柜新品类的市场定位和产品定位策略的实战案例，对品牌营销定位进行意义和方法进行探讨，为中小企业如何进行品牌定位提供借鉴。 关键词：亿田厨柜 品牌定位 定位策略  Abstract How to stand out in the fierce market competition, the implementation of brand strategy is the necessary condition for the rapid development of enterprises. Only products with unique brand positioning can be favored by customers. Through building and determining brand positioning, customers can gain recognition of the brand, and enhance the loyalty of customers to enterprises, thus forming the core competitiveness of enterprises. Brand positioning plays an important role in the marketing strategy, which is a key point for customers to recognize the product brand. Therefore, brand positioning plays an important role in the marketing strategy of enterprises. To promote the sustainable development of enterprises, it is of great significance to set a reasonable brand positioning. In recent years, the whole house customized home furnishing market is one of the fastest growing industries. In more than ten years since the emergence of the kitchen cabinet customization industry, it has grown into a customized home furnishing industry with an annual output value of more than 100 billion, and has produced a listed enterprise with an output value of more than 10 billion. In this trend, there are a