网络营销中的产品定位策略研究

在我国，网络营销发展较晚，到二十世纪90年代中期才开始被我国企业尝试，相对于西方发达国家来说仍处于起步阶段。但是随着互联网技术的快速发展和我国网民数量的稳步增长，网络营销在企业的生存和发展中起到了无可替代作用。但由于国内经济环境的特殊性和相关条件的不够成熟，在进行网络营销时未能把握住成功的关键，导致许多企业走了不少弯路。
而网络营销能否成功的关键就是产品定位，正确的产品定位策略是成功的网络营销的基础。本文介绍了网络营销的含义、特征、发展状况和相关产品定位理论及其重要性，分析了企业在网络营销中产品定位策略的误区所在，重点论述了正确的产品定位策论在网络营销中的重要性，并针对性地提出了如何在网络营销下做好产品定位的相关建议。

关键词：产品定位；策略；网络营销；特色
Abstract
In China, the development of network marketing later, Chinese enterprises attempted it in the mid-1990s and it’s still in its infancy compared to the developed Western countries. However, with the rapid development of Internet technology and the steady growth of the number of Internet users in China, network marketing in the survival and development of enterprises has played an irreplaceable role. Due to the particularity of the domestic economic environment and relevant conditions are not mature enough, they failed to grasp the key to success when making network marketing that many companies quite a few detours.
The key to the success of network marketing is product positioning, and the right product positioning strategy is the basis of a successful network marketing. This article describes the meaning, characteristics, development of network marketing with relevant product positioning theories and its importance, and analyzes where are the misunderstandings of product positioning strategy in the network marketing. It mainly discusses the importance of the right product positioning strategy in the network marketing, and presents some advices about how to do the product positioning well in the network marketing.

Key words:  product positioning;  strategy;  network marketing;  characteristic

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