Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > Researcher Articles > Brand/Sales Certification >

Principles and Strategies for the Development of Proof of Market Position

2024-07-18 02:14:46 来源：尚普咨询浏览量：0

一、市场地位证明的概念和意义

市场地位证明是一种基于市场分析和定位的营销策略，其核心是通过强化企业与目标市场之间的匹配度，提升企业在目标市场中的认知度、偏好度和忠诚度，从而实现企业的市场目标。市场地位证明不仅涉及到产品或服务本身的功能、品质、价格等因素，还包括品牌、渠道、服务、形象等与产品或服务相关的附加值因素。市场地位证明要求企业在了解自身优势和劣势的基础上，充分考察竞争对手的战略和行为，以及消费者的需求和心理，找出自己与竞争对手和消费者之间的差异点，并将这些差异点转化为竞争优势，通过有效的传播和执行，使目标市场认可并接受企业的价值主张。

市场地位证明对于企业具有重要的意义，主要体现在以下几个方面：

市场地位证明有助于提高企业在目标市场中的知名度和美誉度，增强企业与消费者之间的信任和黏性，从而扩大企业的市场份额和影响力。

市场地位证明有助于提高企业的产品或服务的附加值和溢价能力，增加企业的盈利空间和回报率，从而提高企业的财务状况和投资吸引力。

市场地位证明有助于提高企业的创新能力和适应能力，促进企业不断改进产品或服务的功能、品质、设计等方面，以满足消费者不断变化的需求和期望，从而提高企业的竞争力和持续发展能力。

市场地位证明有助于提高企业的社会责任感和公信力，促进企业与各利益相关者之间的良好关系，以及与社会环境之间的协调发展，从而提高企业的社会价值和影响力。

二、市场地位证明的制定原则

市场地位证明是一种复杂而系统的营销策略，其制定过程需要遵循一定的原则，以保证其有效性和可行性。根据市场营销理论和实践经验，市场地位证明的制定原则主要包括以下几点：

基于市场分析和定位的原则。市场地位证明的前提是对市场进行充分的分析和定位，包括对企业自身、竞争对手和消费者的分析，以及对目标市场、目标消费者和目标产品或服务的定位。市场分析和定位是市场地位证明的基础，也是市场地位证明的指导，它决定了市场地位证明的方向和内容。

基于差异化和优势化的原则。市场地位证明的核心是突出企业与竞争对手和消费者之间的差异化和优势化，即找出企业在产品或服务、品牌、渠道、服务、形象等方面与竞争对手不同且优于竞争对手的特征，并将这些特征作为企业的价值主张，传递给目标消费者，使其产生认同和偏好。差异化和优势化是市场地位证明的关键，也是市场地位证明的难点，它决定了市场地位证明的效果和影响。

基于一致性和持续性的原则。市场地位证明是一种长期而系统的营销策略，其实施过程需要保持一致性和持续性，即在不同的时间、地点、渠道、媒介等方面，保持企业的价值主张的一致性和连贯性，避免出现自相矛盾或模糊不清的情况，并根据市场变化和消费者反馈，不断调整和完善企业的价值主张，使其保持新鲜度和吸引力。一致性和持续性是市场地位证明的保障，也是市场地位证明的挑战，它决定了市场地位证明的稳定性和持久性。

三、市场地位证明的制定策略

根据上述原则，市场地位证明的制定策略可以分为以下几个步骤：

第一步：确定目标市场和目标消费者。根据企业自身的资源、能力、愿景等因素，以及市场的规模、增长、竞争、潜力等因素，选择一个或多个具有吸引力和适合性的细分市场作为目标市场，并根据目标市场中消费者的特征、需求、行为等因素，划分出一个或多个具有代表性和影响力的消费者群体作为目标消费者。

第二步：确定目标产品或服务。根据目标消费者的需求和期望，以及竞争对手的产品或服务状况，选择一个或多个具有差异化和优势化特征的产品或服务作为目标产品或服务，并根据产品或服务本身的功能、品质、价格等因素，以及与产品或服务相关的品牌、渠道、服务、形象等因素，确定目标产品或服务的核心价值主张。

第三步：确定传播和执行策略。根据目标消费者的认知、态度、行为等因素，以及目标产品或服务的核心价值主张，选择合适的传播渠道、媒介、工具等方式，设计有效的传播信息和形式，以吸引、说服和影响目标消费者，使其接受并采用目标产品或服务，并根据传播效果和市场反馈，不断优化和调整传播策略。同时，根据目标产品或服务的核心价值主张，制定相应的执行计划和措施，以保证目标产品或服务的质量、数量、时效、成本等方面符合目标消费者的期望，并根据执行效果和市场反馈，不断改进和完善执行策略。

第四步：评估和监控市场地位证明的效果。根据市场地位证明的目标和指标，选择合适的评估方法和指标体系，定期收集和分析市场地位证明的效果数据，包括企业在目标市场中的知名度、美誉度、偏好度、忠诚度等方面的变化情况，以及企业的市场份额、利润率、回报率等方面的变化情况，并与竞争对手和行业平均水平进行比较，以评估市场地位证明的有效性和优势性。同时，根据评估结果和市场变化情况，及时发现并解决市场地位证明过程中出现的问题和风险，以监控市场地位证明的可行性和稳定性。

四、市场地位证明的实例分析

为了更好地理解和运用市场地位证明的制定原则和策略，本文将以尚普咨询公司为例，分析其如何为其客户制定有效的市场地位证明。

尚普咨询公司是一家专业从事企业战略咨询、管理咨询、营销咨询等领域的咨询公司，其客户涵盖了各个行业和领域，包括金融、制造、零售、教育、医疗等。尚普咨询公司为其客户提供了从战略规划到执行落地的全方位咨询服务，帮助客户解决各种复杂而关键的问题，提升客户的竞争力和发展潜力。

以下是尚普咨询公司为其客户制定市场地位证明的一些具体案例：

案例一：一家金融科技公司想要进入一个新兴的移动支付市场，但面临着来自传统银行、电商平台、社交网络等多方面的激烈竞争。尚普咨询公司为该公司制定了以下市场地位证明：

目标市场：移动支付市场

目标消费者：年轻人群

目标产品：一款集支付、理财、社交于一体的移动支付应用

核心价值主张：简单（操作简便，界面清晰），安全（采用先进的加密技术，保障用户资金安全），有趣（提供多种理财游戏，增加用户乐趣）

传播策略：利用社交媒体、网络广告、口碑营销等方式，传递目标产品的核心价值主张，吸引年轻人群的注意和兴趣，并提供免费试用、优惠券、积分兑换等激励措施，促进年轻人群的下载和使用。

执行策略：保证目标产品的功能和性能的稳定和优化，及时响应用户的反馈和建议，提供优质的客户服务和售后支持，维护用户的信任和满意。

评估指标：目标产品在移动支付市场中的知名度、美誉度、偏好度、忠诚度，以及目标产品的下载量、使用量、活跃度、收入等。

案例二：一家制造业公司想要推出一款新型的智能家居产品，但面临着来自国内外的多个品牌的竞争。尚普咨询公司为该公司制定了以下市场地位证明：

目标市场：智能家居市场

目标消费者：中高收入家庭

目标产品：一款可以通过语音、手势、远程控制等方式控制家中各种电器设备的智能家居产品

核心价值主张：便捷（无需安装复杂的线路和设备，只需连接网络即可使用），智能（可以根据用户的习惯和喜好，自动调节家中的温度、湿度、光照等环境参数），舒适（可以通过语音、手势、远程控制等方式，随时随地控制家中各种电器设备，享受舒适的生活）

传播策略：利用电视广告、杂志报纸、展会活动等方式，展示目标产品的功能和特点，引起中高收入家庭的关注和好奇，并提供试用体验、折扣优惠、赠品赠券等激励措施，促进中高收入家庭的购买和使用。

执行策略：保证目标产品的质量和性能的高效和可靠，及时更新和升级目标产品的软件和硬件，提供专业的安装指导和技术支持，增强用户的信赖和满意。

评估指标：目标产品在智能家居市场中的知名度、美誉度、偏好度、忠诚度，以及目标产品的销售量、使用量、满意度、推荐率等。

案例三：一家教育培训机构想要开拓一个新的在线教育市场，但面临着来自多个在线教育平台和传统教育机构的竞争。尚普咨询公司为该机构制定了以下市场地位证明：

目标市场：在线教育市场

目标消费者：学生和家长

目标产品：一款提供多种学科和课程的在线教育平台

核心价值主张：专业（拥有资深的教师团队，提供高质量的教学内容），个性化（根据学生的水平和需求，提供定制化的学习计划和反馈），灵活（可以根据学生的时间和地点，自由选择学习的节奏和方式）

传播策略：利用网络广告、社交媒体、口碑营销等方式，展示目标产品的优势和特色，吸引学生和家长的注意和兴趣，并提供免费试听、优惠套餐、积分兑换等激励措施，促进学生和家长的注册和使用。

执行策略：保证目标产品的内容和服务的更新和优化，及时收集和分析学生的学习数据和反馈，提供个性化的指导和支持，提高学生的学习效果和满意度。

评估指标：目标产品在在线教育市场中的知名度、美誉度、偏好度、忠诚度，以及目标产品的注册量、使用量、完成率、成绩率等。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise