The Study Of Modern Service Brand Positioning Strategy

According to the desire of modern service, the study advances a criterion of market segmentation based on a deep analysis of the segmentation of modern service ; then the author estimates subdivided markets one by one through the method of AHP and selects a proper target market for enterprises. After target customers have been decided, the study discusses how to build a propositional structure of brand competition and the association of commonness and diversities of brands, and brings forward a comprehensive positioning strategy of modern service brands.This innovation of this study is to demonstrate both on theory and demonstration. Depending on reviews of the academic positioning strategy of modern service brands, the study analyses the positioning strategy of Watsons, retail chain stores of personal care supplies, as an example of the positioning strategy of modern service brands.