从“孔府家酒”的失误看定位理论

艾尔·里斯（Al Ries）和杰克·特劳特（Jack Trout）提出的定位（Positioning）理论在当前依然具有生命力。定位的首要思路与核心精神是努力寻找能够符合消费者心理期待的成为第一的空隙或领域。当年孔府家酒推出后，虽开展了强有力的广告攻势，成为一时热销白酒，但由于认识上的偏差，对产品的定位不清，导致日后的沉沦。如果当时孔府家酒能够审时度势，顺应消费者期待，在广告传播中建立“中国第一低度白酒”概念．很有可能拥有稳固、持久的市场地位。

A View on Positioning Theory from the Perspective of Kongfujiajiu's Misplay

Positioning Theory put forward by AI Ries and Jack Trout is still effective currently. The chief thought and kernel spirit of Pesitioning is to try and look for the interspace or field which can accord with the consumer＇s psychological expectation so as to become Number One. After Kongfujiajiu had been produced, the manufacturer had made powerful advertisings, making Kongfujiajiu one of the popular brands of alcohol. However, the manufacturer＇s warp in congnition and the unclear positioning of the product led to the decline of the product. If the manufucturer of Kongfujiajiu had considered the situation, adjusted to the consumer＇s expectation, and set up a concepte of ＂Number One Low-Alcohol Liquor in China＂, Kongfujiajiu might have had a stable and permenent market status.