Precise Positioning
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Summary
Xu Xiongjun draws on the strengths of various schools, founding the "First Characteristic" theory and proposing a series of strategic and tactical implementation methods for precision positioning, including "Heavenly Dao Strategy," the "9-Character Formula for Precision Positioning," "4-Corner Analysis for Precision Positioning," "4 Major Steps for Precision Positioning," "5 Major Standards for Precision Positioning," and the "18 Steps to Building a First Brand." He systematically explains precision positioning and brand building through core principles, operational steps, and real-world cases.
Editor's review
In terms of structure, the book systematically explains the evolution of positioning theory, the importance of the laws of the mind, the methodology of differentiated positioning, and how to embed positioning throughout every link of enterprise operations. Its value lies in providing an actionable thinking framework and analytical tools that help readers step outside an internal perspective and reexamine the strengths, weaknesses, and opportunities of their own business from the cognitive reality of external customers' minds. The book cites a large number of successful positioning practices and failure lessons from well-known brands at home and abroad (such as Wanglaoji, Dong'e Ejiao, and Xiangpiaopiao), making the theory no longer abstract and highly referential and thought-provoking.
For entrepreneurs, business managers, and marketing personnel in fierce competition, this book is a rare practical guide. The strategic resolve it emphasizes—"focus" and "discard nine to choose one"—is especially important in environments with limited resources. However, readers should also note that positioning theory is an important part of strategy but not the whole of it; successful business practice also requires specific operational alignment and execution. Overall, Precision Positioning is a solid and insightful business strategy read, worth studying calmly amid a flood of information and considering how to apply it to one's own commercial battlefield.
Who it's for
A good fit for
- Founders or core team members of startups seeking a clear direction for brand breakthrough
- Managers and marketing heads of small and medium-sized enterprises facing growth bottlenecks or competitive pressure
- Students and practitioners interested in brand marketing and strategic planning who wish to systematically learn positioning theory
- Businesspeople hoping to improve their strategic thinking and market insight
Not a good fit for
- Readers expecting immediately applicable "universal marketing templates" that require no deep thinking
- Researchers interested only in purely academic theory or discussions of cutting-edge technology business models
Reading tips
- It is recommended to first read the whole book to build a framework, then closely read and reflect on it in connection with one's own enterprise or cases of interest
- While reading, keep notes on questions that inspire your own business and possible positioning directions
- Compare the book's cases with the latest business cases to understand what changes and what remains unchanged in positioning theory
About the publisher
Founded in 1980, China Commercial Publishing House focuses on books in economic management and commerce and circulation, while also covering inspirational growth, biography and foreign literature. Representative titles available in the database include The Old Man and the Sea, The Family Letters of Zeng Guofan, The Nightingale and the Rose, How to Stop Worrying and Start Living and A Message to Garcia, as well as practical finance and management works such as Chen Boxian's Lectures on Family Trusts, Corporate Layoffs, Job Transfers and Dismissals: Scheme Design and Risk Prevention, and A Complete Practical Guide to Corporate Incentive Mechanism Design. Its authors range from foreign masters such as Ernest Hemingway, Oscar Wilde and Dale Carnegie to An Ran, Zhang Chi, Fang Ming, Chen Boxian and Ye Mao. Given limited public information, its publishing profile is best seen in a diverse mix of classics and inspirational reading alongside practical finance and management titles.
Contents
- 版权信息
- 众多知名企业家和行业大咖鼎力推荐
- 前言
- 第一章 如何精准定位
- 01 精准定位成功规律和教训
- 02 精准定位4大步骤：界定品类、特性定位、热销、领导者
- 03 精准定位4角分析：行业品类、消费者、竞争、自身
- 04 精准定位9字诀：占品类、抢特性、争第一
- 05 精准定位一定要抢占第一特性
- 第二章 精准定位5大标准
- 01 精准定位研究分析
- 02 精准定位5大标准
- 第三章 如何做品类创新
- 01 为什么要做品类创新
- 02 品类创新4大路径16大方法
- 03 如何打造超级爆品
- 第四章 如何做定位广告语
- 01 如何做广告语？广告语4大原则6大步骤
- 02 如何做广告片？定位广告片5大标准
- 03 如何做宣传片？宣传片10大步骤
- 04 如何做定位传播
- 第五章 如何做超级符号
- 01 如何做视觉设计
- 02 什么是超级符号
- 03 如何做超级符号？超级符号3大路径8大方法
- 第六章 九德精准定位兵法
- 01 九德定位兵法道统
- 02 天道战略兵法
- 03 九德品牌制胜兵法
- 04 打造品牌的道法术器
- 05 超级品牌的6大标准
- 06 销售增长6大方法
- 07 打造品牌成功4大关键
- 08 定位落地4大要点
- 09 精准定位9维思维
- 10 决定营销胜败3大力量
- 11 精准定位6力模型
- 12 定位商战4大方法
- 13 定位4大方法和差异化9法
- 14 流量转化4大要点5大方法
- 15 广告传播没有效果5大原因
- 第七章 精准定位文章观点
- 01 打造品牌6大误区
- 02 定位运用10大误区
- 03 定位的精髓和本质
- 04 定位与中国传统文化精髓
- 05 心智如何产生神奇作用？
- 06 简析中国企业该如何定战略——以霸王凉茶惨败为例
- 07 中国企业要警惕品牌延伸的危害——以霸王凉茶惨败为例
- 第八章 九德精准定位成功案例
- 01 助力南孚电池成就电池王者
- 02 助力金牌厨柜从6亿元增加到35亿元
- 03 助力金彭三轮车从30亿元到100亿元
- 04 助力台铃电动车从30亿元到180亿元
- 05 助力江南贡泉和洞庭山泉打造江南水王
- 06 蓝月亮、怡宝、方太、远洋、充管家、鸡大哥、李家芝麻官等案例
- 后记
FAQ
How is this book different from the classic positioning works of Trout and Ries?
Is this book difficult to understand for readers without a business background?
Are the viewpoints and methods in the book still applicable in the Internet era?
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About the author
Xu Xiongjun is an author about whom limited public information is available; currently, only his Chinese name and one work in the social sciences, Precise Positioning, are known. As his nationality, dates of birth and death, and English name have not been clearly recorded, his personal history and academic background cannot be described in detail. Based on the available clues, he focuses on practical issues related to positioning and perception, writing for general readers and tending to explain matters through clear conceptual frameworks rather than piling up jargon. Precise Positioning, his only work in the library, can be seen as the main entry point for understanding his approach; classified under social sciences, the book suggests a focus on methods of judgment in social and commercial contexts. For readers seeking an initial introduction to ideas of positioning, this work offers an accessible primer, though many blanks remain around the author himself, pending further public information.
