| The technology which surrounds us today has definitely played significant roles in our lives, affecting us in many aspects. Moreover, advances in the IT industry have been so great that numerous technologies have changed the way we live, work and play. As devices, software and Internet-based offerings get introduced in the market, we are now being exposed to more and more products, brands and value propositions. This especially holds true in the world of internet technology, as competition is exceptionally stiff with companies trying to vie for their share of the customers'attention. And this where positioning,,Through the journals and document retrieval, it comes to the author that the studies on the positioning theory are mostly focused on traditional enterprise products or services in domestic and discussion for Internet website on "how to carry out precise and effective positioning" is quite few. Based on a comprehensive analysis of positioning theories and study on the feature of Internet website, this essay moves forward that the key of Internet website positioning relies on figuring and building of core differentiation, then establishing the feeling of recognition and royalty gradually so as to maximize potential profit. Finally, based on case study, the essay sums up the problem and insufficiency of the market positioning and strategy of the website www.eyoudi.com and on the basis of the market environment and characteristics of the sector, the author also analyzes its strength and weakness and proposes some advice on the marketing strategy matched with specific Internet website positioning.Thus, the paper mainly applies the approaches of qualitative analysis and case analysis, has development of the positioning theory as its clue and eyoudi website as its object of study, studies its gains and losses of market positioning and marketing strategy. Therefore, the study has a very high practical value. |
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