Proof of market position refers to a strategy adopted by an enterprise to prove that it has an advantage or competitiveness in a certain market. The purpose of market position certification is to increase customer trust and loyalty, increase brand awareness and influence, and gain more market share and profits. There are many ways to prove market position, such as showing customer evaluation, case analysis, data statistics, expert certification, award honor, etc. However, with the changes in the market environment and the diversification of customer needs, the market position certification also faces some challenges and problems, such as lack of innovation, credibility and pertinence, and the lack of obvious differentiation from competitors. This paper will analyze the current situation and existing problems of market position certification, and put forward some improvement directions and suggestions to help enterprises carry out market position certification more effectively.

Status and Problems of Market Position Proof

Proof of market position is a common strategy used by enterprises in marketing, which can help enterprises to show their professionalism, authority and leadership in a certain field or industry, so as to attract and retain more customers. According to a survey, more80%of customers indicate that they will refer to the reviews or recommend of other customers before purchasing a product or service; more70%of customers indicate that they look at their reputation and achievements in the industry before selecting a supplier; more60%Customers say they look to see if a brand has received a certification or award from an expert or institution before deciding whether to trust it. These data show that market position proof plays an important role in influencing customer buying behavior and loyalty.

However, with the changes in the market environment and the diversification of customer needs, the market position certification also faces some challenges and problems. On the one hand, due to the increasingly fierce competition of similar products or services in the market, enterprises often adopt similar or identical methods in proving their market position, resulting in a lack of innovation and differentiation. For example, many companies will display customer reviews, case studies, data statistics and other content on their websites or social media, but these content often lack authenticity, credibility and pertinence, and cannot effectively attract customers' attention and interest. On the other hand, as customers' access to information is becoming more and more diversified and convenient, enterprises need to take into account the characteristics and preferences of different customer groups, as well as the characteristics and advantages of different platforms and media when proving their market position. For example, the younger generation of customers are more inclined to obtain information through video, live broadcast, social media, etc., and pay more attention to emotion, experience and interaction; while the middle-aged and elderly generation of customers are more inclined to obtain information through newspapers, magazines, TV, etc. And pay more attention to professionalism, authority and reliability. Therefore, when enterprises prove their market position, they should not use the same methods and contents across the country, but should customize and personalize the design and dissemination according to different customer groups and platforms.

Improvement direction and suggestion of market position proof

In view of the current situation and problems of market position certification, this paper puts forward the following improvement directions and suggestions:

Improve innovation and differentiation. Enterprises in the market position proof, should try to avoid the use of old, mediocre or similar methods and content, but to try to use new, interesting or unique methods and content, in order to highlight their own characteristics and advantages, so as to attract the attention and interest of customers. For example, companies can use the latest technologies or trends, such as artificial intelligence, virtual reality, blockchain, etc., to demonstrate the function, effect or value of their products or services; companies can also use their core competencies or expertise, such as patents, papers, reports, etc., to demonstrate their industry status or field contributions; companies can also use their own brand story, cultural ideas or social responsibility to show their brand image or values.

Increase authenticity and credibility. Enterprises in the market position certification, should try to avoid the use of false, exaggerated or inaccurate methods and content, but to try to use true, objective or accurate methods and content, in order to increase customer trust and loyalty. For example, enterprises can use third-party organizations or platforms, such as authoritative media, well-known organizations, professional evaluations, etc., to provide or verify the quality, effectiveness or evaluation of their products or services; enterprises can also use real customers or users, such as word-of-mouth communication, user feedback, user stories, etc., to share or prove the experience, feelings or value of their products or services; enterprises can also use data or evidence, such as data analysis, data visualization, data comparison, etc., to demonstrate or support the advantages, achievements or impact of their products or services.

Improve pertinence and personalization. When conducting market position certification, enterprises should try to avoid the use of generic, vague or irrelevant methods and content, and try to use targeted, specific or relevant methods and content to meet customer needs and preferences. For example, enterprises can design or choose suitable market position certification methods and contents according to different customer groups, such as age, gender, occupation, interest, etc.; enterprises can also design or choose suitable market position certification methods and contents according to different platforms or media, such as websites, social media, video, live broadcast, etc.; enterprises can also design or choose suitable market position certification methods and contents according to different scenes or objectives, such as publicity, promotion, sales, after-sales, etc., to design or choose suitable for their market position certification methods and content.

Conclusion

Proof of market position is an effective marketing strategy, which can help enterprises show that they have advantages or competitiveness in a certain market. However, in the current market environment, the market position certificate also faces some challenges and problems, which need to be improved and innovated. This paper analyzes the current situation and existing problems of market position certification, and puts forward some improvement directions and suggestions, such as improving innovation and differentiation, improving authenticity and credibility, improving pertinence and personalization, in order to help enterprises carry out market position certification more effectively.