The Concept and Significance of Proof of 1. Market Position

Market position proof is a marketing strategy based on market analysis and positioning, the core of which is to enhance the recognition, preference and loyalty of the enterprise in the target market by strengthening the matching degree between the enterprise and the target market, so as to achieve the market goal of the enterprise. Proof of market position involves not only the function, quality, price and other factors of the product or service itself, but also the value-added factors related to the product or service, such as brand, channel, service, image and so on. Proof of market position requires enterprises to fully examine the strategy and behavior of competitors, as well as the needs and psychology of consumers, on the basis of understanding their own advantages and disadvantages, find out the differences between themselves and competitors and consumers, and turn these differences into competitive advantages, so that the target market can recognize and accept the value proposition of enterprises through effective communication and implementation.

Proof of market position is of great significance to enterprises, mainly in the following aspects:

Proof of market position helps to improve the visibility and reputation of enterprises in the target market, enhance the trust and stickiness between enterprises and consumers, so as to expand the market share and influence of enterprises.

The market position proves to be helpful to improve the added value and premium ability of the enterprise's products or services, increase the profit space and rate of return of the enterprise, and thus improve the financial situation and investment attractiveness of the enterprise.

The market position proves that it helps to improve the innovation ability and adaptability of enterprises, and promotes enterprises to continuously improve the function, quality and design of products or services, so as to meet the changing needs and expectations of consumers, so as to improve the competitiveness and sustainable development ability of enterprises.

The market position proves that it helps to improve the social responsibility and credibility of the enterprise, promote the good relationship between the enterprise and the stakeholders, and the coordinated development with the social environment, so as to improve the social value and influence of the enterprise.

Principles for the formulation of 2. market position certification

Market position proof is a complex and systematic marketing strategy, and its formulation process needs to follow certain principles to ensure its effectiveness and feasibility. According to marketing theory and practical experience, the principles of market position certification include the following:

Based on the principles of market analysis and positioning. Proof of market position presupposes adequate analysis and positioning of the market, including analysis of the enterprise itself, competitors and consumers, as well as positioning of the target market, target consumers and target products or services. Market analysis and positioning is the basis of market position certification and the guidance of market position certification, which determines the direction and content of market position certification.

Based on the principles of differentiation and dominance. The core of the market position proof is to highlight the differentiation and superiority between the enterprise and its competitors and consumers, that is, to find out the characteristics that the enterprise is different from and superior to its competitors in terms of products or services, brands, channels, services, image, etc., and pass these characteristics as the value proposition of the enterprise to the target consumers to make them identify and prefer. Differentiation and dominance are the key to the proof of market position and the difficulty of the proof of market position, which determines the effect and impact of the proof of market position.

Based on the principles of consistency and continuity. Market position proof is a long-term and systematic marketing strategy, and its implementation process needs to maintain consistency and continuity, that is, to maintain the consistency and continuity of the enterprise's value proposition in different times, places, channels, media, etc. Avoid self-contradictory or ambiguous situations, and constantly adjust and improve the enterprise's value proposition according to market changes and consumer feedback to keep it fresh and attractive. Consistency and continuity are the guarantee and challenge of the proof of market position, which determines the stability and durability of the proof of market position.

Strategies for the Development of Proof of 3. Market Position

According to the above principles, the development strategy of the market position certificate can be divided into the following steps:

Step 1: Identify the target market and target consumers. According to the enterprise's own resources, capabilities, vision and other factors, as well as the market size, growth, competition, potential and other factors, select one or more attractive and suitable market segments as the target market, and according to the characteristics, needs, behavior and other factors of consumers in the target market, divide one or more representative and influential consumer groups as the target consumers.

Step 2: Identify the target product or service. According to the needs and expectations of the target consumers, as well as the product or service status of competitors, select one or more products or services with differentiated and advantageous characteristics as the target product or service, and according to the function and quality of the product or service itself Factors such as price, price and other factors, as well as the brand, channel, service, image and other factors related to the product or service, determine the core value proposition of the target product or service.

Step 3: Determine propagation and enforcement strategies. According to the target consumer's cognition, attitude, behavior and other factors, as well as the core value proposition of the target product or service, select appropriate communication channels, media, tools and other methods, design effective communication information and forms to attract, persuade and influence Target consumers, make them accept and adopt target products or services, and continuously optimize and adjust communication strategies based on communication effects and market feedback. At the same time, according to the core value proposition of the target product or service, formulate corresponding implementation plans and measures to ensure that the quality, quantity, timeliness, cost and other aspects of the target product or service meet the expectations of the target consumers, and continuously improve and perfect the implementation strategy according to the implementation effect and market feedback.

Step 4: Evaluate and monitor the effectiveness of market position certification. According to the objectives and indicators of the market position certificate, select the appropriate evaluation method and indicator system, regularly collect and analyze the effect data of the market position certificate, including the changes of the enterprise's popularity, reputation, preference, loyalty and other aspects in the target market, as well as the changes of the enterprise's market share, profit margin, return rate and other aspects, and compare with the competitors and the average level of the industry, to assess the validity and superiority of the market position proof. At the same time, according to the evaluation results and market changes, timely find and solve the problems and risks in the process of market position certification, so as to monitor the feasibility and stability of market position certification.

Case Analysis of Proof of 4. Market Position

In order to better understand and apply the formulation principles and strategies of market position certification, this paper will take the example of Shangpu Consulting Company to analyze how it formulates effective market position certification for its customers.

Shangpu Consulting Company is a consulting company specializing in corporate strategy consulting, management consulting, marketing consulting and other fields. Its customers cover various industries and fields, including finance, manufacturing, retail, education, medical, etc. Shangpu Consulting provides its clients with a full range of consulting services from strategic planning to implementation, helping them solve complex and critical problems and enhance their competitiveness and development potential.

The following are some of the specific cases in which Champu Consulting developed a market position certificate for its clients:

Case 1: A financial technology company wants to enter an emerging mobile payment market, but faces fierce competition from traditional banks, e-commerce platforms, social networks and other aspects. Champ Consulting has developed the following market position certificates for the company:

Target market: Mobile payment market

Target consumers: young people

Target product: a mobile payment application integrating payment, financial management and social networking

Core value proposition: simple (easy to operate, clear interface), safe (using advanced encryption technology to ensure the safety of users' funds), interesting (providing a variety of financial games to increase users' fun)

Communication strategy: use social media, online advertising, word-of-mouth marketing and other ways to convey the core value proposition of the target product, attract the attention and interest of young people, and provide incentives such as free trial, coupons and points exchange to promote the download and use of young people.

Implementation strategy: Ensure the stability and optimization of the function and performance of the target product, respond to user feedback and suggestions in a timely manner, provide high-quality customer service and after-sales support, and maintain user trust and satisfaction.

Evaluation indicators: the popularity, reputation, preference and loyalty of the target product in the mobile payment market, as well as the download volume, usage, activity and income of the target product.

Case 2: A manufacturing company wants to launch a new smart home product, but faces competition from multiple brands at home and abroad. Champ Consulting has developed the following market position certificates for the company:

Target Market: Smart Home Market

Target consumers: middle-and high-income families

Target product: a smart home product that can control various electrical devices in the home through voice, gesture, remote control, etc.

Core value proposition: convenient (no need to install complicated lines and equipment, just connect to the network to use), intelligent (can automatically adjust the temperature, humidity, light and other environmental parameters in the home according to the user's habits and preferences), comfortable (You can control various electrical equipment in the home anytime and anywhere through voice, gestures, remote control, etc., and enjoy a comfortable life)

Communication strategy: use TV advertisements, magazines, newspapers, exhibition activities and other means to show the functions and characteristics of the target products, arouse the attention and curiosity of middle and high-income families, and provide incentive measures such as trial experience, discount offers, gift coupons, etc., to promote the purchase and use of middle and high-income families.

Implementation strategy: ensure the quality and performance of the target product is efficient and reliable, update and upgrade the software and hardware of the target product in a timely manner, provide professional installation guidance and technical support, and enhance the trust and satisfaction of users.

Evaluation indicators: the popularity, reputation, preference and loyalty of the target product in the smart home market, as well as the sales volume, usage, satisfaction and recommendation rate of the target product.

Case 3: An education and training institution wants to open up a new online education market, but faces competition from multiple online education platforms and traditional education institutions. Champ Consulting has developed the following market position certificates for the agency:

Target Market: Online Education Market

Target consumers: students and parents

Target product: An online education platform that provides a variety of disciplines and courses

Core value proposition: professional (with a team of experienced teachers to provide high-quality teaching content), personalized (according to the level and needs of students, to provide customized learning plans and feedback), flexible (according to the time and place of students, free to choose the pace and way of learning)

Communication strategy: use online advertising, social media, word-of-mouth marketing and other ways to show the advantages and characteristics of the target products, attract the attention and interest of students and parents, and provide incentives such as free auditions, preferential packages, points exchange, etc., to promote the registration and use of students and parents.

Implementation strategy: to ensure the update and optimization of the content and service of the target product, collect and analyze students' learning data and feedback in time, provide personalized guidance and support, and improve students' learning effect and satisfaction.

Evaluation indicators: the popularity, reputation, preference and loyalty of the target product in the online education market, as well as the registration, usage, completion rate and achievement rate of the target product.