The Research Of Positioning Strategy And Its Vital Function In The Development Of Chinese Enterprises

As main member of the market, enterprises hold the final aim of keeping core competence and gaining profits. But with the economy globalization, competition has become fiercer in the whole world. As a result, enterprises begin to pay more attention to how to win the competition and find profit zone. Based on the Positioning theory and the comparison between it and the theory of competitive strategy, this paper bring out the concept of positioning strategy. In addition, combining some cases, the paper emphasizes the necessity of adopting the positioning strategy. The paper also comes up with the systematic methods of positioning, in order to help Chinese enterprises gain advantages in the competition. As for how to realize goals and achieve long-term development, this paper brings up creatively Enterprises Developing Dynamic System梩he positioning strategy system. And by analyzing the function of positioning strategy in the developing process of Haier, the paper highlights the importance of positioning to Chinese enterprises.The whole paper contains three main parts. The first chapter introduces the originality of the idea of positioning and come up with the concept of positioning strategy by comparing the idea and the theory of competitive strategy. This part also presents systematic methods of positioning strategy. Finally, this chapter brings up the Enterprises Developing Dynamic System梩he positioning strategy system. In short, this chapter is the theory core of the whole paper.The second chapter is named as "the deduction of positioning strategy in the development of Haier" , so it is practical analyzing of the theoretic part. This part highlights the importance of positioning to Chinese enterprises by analyzing the development of Haier.The last part provides some main hints derived from positioning strategy. By combining the positioning theory and experience of Haier, it concludes some very important points about introducing the positioning strategy to Chinese enterprises.