DocumentCode
2975397
Title
Marketing Positioning of Service Products
Author
Lin, Shiguang
Author_Institution
Econ. & Manage. Dept., Henan Polytech. Inst., Nanyang, China
fYear
2011
fDate
12-14 Aug. 2011
Firstpage
1
Lastpage
4
Abstract
Based on service marketing theory, this paper combines the market analysis, competition analysis with company´s internal analysis, through the image positioning and product positioning, marketing principles and other practical activities, and taking the market segmentation attractiveness as the breakthrough, this paper put forward the critical and decision-making views about the status and role of positioning in marketing strategies, and proved them through practices.
Keywords
decision making; market research; service industries; company internal analysis; competition analysis; decision-making; image positioning; market analysis; market segmentation attractiveness; marketing positioning; marketing strategy; service marketing theory; service product; Companies; Economic indicators; Educational institutions; Industries; Mobile communication; Presses;
fLanguage
English
Publisher
ieee
Conference_Titel
Management and Service Science (MASS), 2011 International Conference on
Conference_Location
Wuhan
Print_ISBN
978-1-4244-6579-8
Type
conf
DOI
10.1109/ICMSS.2011.5998796
Filename
5998796
Link To Document