Research On Brand Positioning Of Daily Necessities

The survey found that some of the major brands in the field of daily necessities are gradually losing their marketing share,while the amount of the brand that consumers often purchase has been growing.The fact has proved that differences of feeling of consumers to brands is falling.Brand switching has become the basic purchasing behavior of consumer goods market.The conversion of the brand will be in the minds of consumers already exist in the list of brands,can enter this list is the value of the brand or communication.Due to the increasingly homogeneous daily necessities of life,in the marketing of a significant advantage of a strong brand still dominate the market,the majority of market share monopoly.How to make a correct positioning is very important to that a lot of domestic brands enter the commodity market,and survive or even stand out in the top priority in the domestic low-end market competition.On the basis of literature research,take the ladder interviews,from the perspective of consumers get commodity "means end chain" system,and on this basis to find the concerns of consumers,consumers make decision diagrams of commodities,consumers make decision diagram to the correlation between finishing product attributes and consumption results and summarized the relationship between product attributes,consumption,personal value between the results,and then guide the decision.In order to find out the potential factors that affect the consumer decision-making and the factors that consumers really care about,and complete the brand positioning.This study has expanded and enriched the research on the basis of brand positioning of daily necessities,and the combination of the commonly used methods in the psychology-the purpose chain theory and the brand positioning creativity can effectively solve the problem of serious homogenization of daily necessities brand.