MOM  >> Vol. 5 No. 4 (November 2015)

    A Practical Approach of Market Positioning for Retail—Using the Novel Group Decision Approach

  • 全文下载: PDF(913KB) HTML   XML   PP.49-61   DOI: 10.12677/MOM.2015.54007  
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李 智:国立中山大学,台湾 高雄市

商品定位策略规划群体决策波特五力Market Positioning Strategic Planning Group Decision Porter’s Five Forces



The retail industry is a highly competitive business facing the challenges from the rivals of within the industry and the emerging retailing innovated by the technologies. On the other hand, from the perspective of the commodity providers, the product differentiation is limited, the bargaining power of the consumers is strong, inevitably shrink the already-thin profitability. Both the retailer and the commodity provider require the clear market position of their services and the product as well to attract the consumers with perceived-precision. However, in many occasions, the approach of market positioning is subjective; it is not easy to reach the consensus and less convincing among the participants of the strategy planning team, and thus increasing the risks of testing the market. This article presents a practical group-decision market positioning approach with the theory behind to improve the quality of positioning and consequently to amplify the profitability.

李智. 零售通路之商品市场定位实务—运用新颖式群体决策机制[J]. 现代市场营销, 2015, 5(4): 49-61.


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