A Market Positioning Strategy Study For GOS Company

This paper is focusing on market positioning guiding by the STP theory. The key to market positioning is to find out and identify the position of enterprise and its products in the target market, find out enterprise's competitiveness which is stronger than the best competitor and reflect its competitiveness to product, transfer this difference and significance to customers, create a place for product occupies in consumers' minds.The methods and ideas used for this paper take commercial marketing research practice as references, try to profound understand of enterprise competitiveness by taking qualitative and quantitative methodology, by taking of Choice-Based Conjoint Analysis technique to analyze the customer requirement to the product, find out the demands and user's paining point in the target market, finally identify the market position. Descriptive analysis is widely used in this paper to identify problem and analysis case company, to understand what have already happened in the market, try to conduct some predict analysis to understand what will be happened,and finally achieve the goal of market positioning. This research tries to make the decision based on the founding from qualitative and quantitative data.This paper takes Gos Company as research case, tries to work out a feasible market positioning strategy to solve its current problem to support company development. Research results mainly includes:(1) How to identify the potential competitive strengths through scientific marketing research system.(2) How to profound understand company competitiveness and weaknesses by using of quantitative methods, work out a feasible product strategy that fit to competitiveness according to the target market and user requirement, to identify the market positioning for enterprise.(3) Based on the result of two points above, how to create a feasible market positioning system, finally apply to enterprises' business activities.