Refining Positioning
Tags
Summary
Editor's review
Who it's for
A good fit for
- Middle and senior managers seeking to translate strategic positioning into concrete execution plans
- Marketing practitioners with basic knowledge of positioning theory who wish to deepen their understanding of its application boundaries
- Entrepreneurs seeking differentiation breakthroughs for their brands or facing growth bottlenecks
- Deep readers of business books who prefer hands-on practical reading with the feel of an operations manual
Not a good fit for
- Readers expecting disruptive new theories or purely philosophical speculation
- Complete beginners who only need a quick introduction to basic business concepts
Reading tips
- It is recommended to first read through the book quickly to grasp the overall framework of "refining," then closely read the chapters relevant to the specific problems your company or project faces
- While reading, use the tools and models in the book to try independently analyzing brand cases you are familiar with, to deepen understanding
- The practical cases in the latter half of the book corroborate the theoretical part in the preface; read them in comparison and consider how theory guides concrete practice
About the publisher
Founded in 1987, Tuanjie Publishing House focuses on social sciences and humanities as well as fine traditional Chinese culture. Among the 274 titles in its catalogue, it has devoted particular attention to accessible editions of classical literature, publishing the Complete Four Great Classical Novels and unabridged single-volume editions of Water Margin, Journey to the West, Romance of the Three Kingdoms and Dream of the Red Chamber with phonetic annotations for uncommon characters; these are also gathered in the Classic Books: Chinese Classical Four Great Novels series, balancing ease of reading with fidelity to the original texts. Its authors include classical masters such as Cao Xueqin, Shi Nai'an, Luo Guanzhong and Wu Cheng'en, alongside professional teams such as the editorial board of senior teachers on Chinese language and reading and the Luo Guanzhong Research Association. Its publishing features span classical literature, martial arts fiction, literary appreciation and inspirational growth, emphasizing complete texts combined with explanatory notes. Public information is limited; the above is based on the catalogue.
Contents
- 版权信息
- 推荐语
- 推荐序 定位风起，潮涌中国
- 序
- “细化定位”，拿来就能用
- 定位理论体系化过程的重要著作
- 自序 定位理论的细化探索
- 序章： 定位落地要过好“三关”
- 第一章 所有商战，核心都是认知战争
- 新时代的商业不是竞争，而是“战争”
- 定位的实质：借力打力，借势建势
- 定位航向标：五种战略形式解读
- 那些年，企业家们误读的定位
- 定位学习的三个误区
- 第二章 消费者关注品牌，而非企业本身
- 你是谁不重要，重要的是消费者认为你是谁
- 新时代的营销：不只是“种草”，还要学会“种树”
- 打造品牌不是大企业的专利
- 浅谈品牌命名的“品牌感”
- 第三章 得民心者得天下，得消费者心智者得市场
- 消费者心智：商业竞争的终极战场
- 心智突围：厘清定位的底层逻辑
- 找到潜伏在消费者心智中的竞争对手
- 探索“心智流量”的真面目
- 品类——心智流量的入口
- 找准定位需求和价值，锁定心智流量
- 以攻代守，守卫、扩大“心智流量”
- 第四章 挖掘品类流量密码，掌握新消费话语权
- 品类之争：商业竞争的核心之一
- 渠道品类：商业界的“珍稀”物种
- 修炼内功：打造渠道品牌的六大要点
- 拨乱反正：走出渠道品牌打造的误区
- 导购品类：应对消费者的“选择困难症”
- 导购品牌的打造是个技术活
- 第五章 建立差异化，长期锁定消费者
- 与众不同：建立差异化的九大方法
- 拨开USP和“特性”迷雾
- 掀开“领导者”的面纱
- 按照消费者逻辑出牌
- 第六章 传播购买理由，让消费者“心动”更“行动”
- 有效传达，将“名字”变为“品牌”
- 定位不是口号，口号却要传达定位
- “预判信息”是博眼球的利器
- 戏剧化表达：有钱更需有故事
- 第七章 实践出真知：他山之石，可以攻玉
- 拼多多“百亿补贴”的秘密
- 完美日记会成为中国的欧莱雅吗？
- 依赖经销商渠道饮鸩止渴，家居建材企业如何自救？
- 餐饮品牌定位要避免三类误区
- 礼品企业的品牌突围之道
- 平价品牌也可以打造彰显价值
- 第八章 未来已来，定位成就未来
- 新时期：无边界、扁平化、快节奏
- 新挑战：谎言，还是风口？
- 新定位：“既往”不咎，“继往”开来
- 打造护城河：抢占消费者的“第二大脑”
- 游戏式裂变：找人，更要找定位
- 后疫情时代的品类机会与挑战
FAQ
What is the main difference between this book and Trout's Positioning series?
Are the cases in the book outdated? Are they still of reference value?
Is this book suitable for small startup teams?
Comments
Find this book
This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.
About the author
Pan Ke is an author about whom limited public information is available. To date, the only confirmed work is Refining Positioning, commonly classified under management. As no reliable details about his life, education or professional background can be confirmed, this profile makes no speculation about his identity and focuses instead on the work itself. The book centers on positioning theory, examining how brands and companies can translate broad positioning ideas into more specific and practical steps within competitive markets. It reflects a management-writing approach that emphasizes practice and method rather than personal narrative or anecdote. Readers interested in how positioning methods can be refined and applied may find this work a useful starting point. Further information about the author and any later writing remains to be supplemented by more public sources.
Ke Lei is an author about whom very little public information is available. The library currently holds only one work by this author, a management book titled Refining Positioning. Judging from the title and its classification, the book addresses positioning issues in management practice, emphasizing the need to bring positioning ideas down to a more specific and detailed level; it is a piece of management writing aimed at practical readers. Because details such as dates of birth and death, nationality, and professional background cannot be confirmed, it is difficult to say more about the author's career or writing trajectory. Based on the available work, Ke Lei's style leans toward the pragmatic, focusing on how management concepts can be broken down and carried out in concrete situations rather than on abstract theoretical exposition. Books of this kind generally serve business managers and related practitioners, helping readers turn abstract management principles into workable steps. As the representative work currently visible, Refining Positioning reflects the author's area of concern within management, while its influence and reader response await further material for a fuller account.
