Analyse The Practice In China Of The Positionning Theory From Baidu's Positioning Strategy

Positioning theory is originally a classic theory in the field of Americanadvertisement.The strategy of gotting into consumers' head is accepted by peopleIt has made quite a lot of brands abroad successful, but when it comes to practicein our China there exist many obstacles, which causes some scholars feel skepticalor even deny it. Baidu is a big brand which gets its fame by applying thepositioning theory. The growth of baidu witnesses the development of thepositioning theory in our China. Thus, the paper mainly applies the approaches ofqualitative analysis and case analysis, has the development of the popsitioningtheory as its clue and Baidu as its object of study, and analyzes the practice of thepositioning theory in China. the paper systematically discusses the birth anddevelopment of the positioning theory, scholars'positioning views, and thecommon groud between those views. Based on this the paper takes baidu as itsexampl, puts emphasis on the determining factors in Baidu positioning and thecommunication strategy to the positioning, and later consults the soul ofpositioning of some overseas scholars such as Al Ries,Jack Trout,Philip Kotlerand the views of some national scholars to analyze the gain and loss in thepositioning of Baidu, and then talk about all these views to get a conclusion. Lastlythe paper discusses the development and innovation of the positioning theory in theBaidu practice in China, and according to it, the paper predicts the developmenttrend of the positioning theory in China. By analyzing the case of Baidu'spositioning strategy, the author hopes to demonstrate that the positioning theory isstill functioning and innovating in China with a richer and richer connotation.