This part highlights the importance of positioning to chinese enterprises by analyzing the development of haier . the last part provides some main hints derived from positioning strategy . by combining the positioning theory and experience of haier , it concludes some very important points about introducing the positioning strategy to chinese enterprises 通过对海尔在发展中的有关品牌定位、顾客至上、创新及到位几个环节的事例阐述与分析，本章用事实说话，用海尔这一中国知名企业发展历程验证了定位战略在企业发展中的核心推动作用。
This thesis firstly summarizes the relative theories and concepts of brand positioning , and then emphasizes that brand positioning is the process that customers and marketers influence mutually , thirdly designs the brand positioning procedure which intends to guide enterprises to make the right brand positioning decision . the last part of the thesis provides suggestions aiming at appreciating the effectiveness of brand positioning in the practices 本文在广泛收集有关品牌定位的文献资料的前提下，分析消费者与营销者互动的品牌定位过程，并从营销者的角度探索品牌定位的流程，分析有关于品牌定位决策的诸多因素及品牌定位的分析工具及研究方法。
Firstly this paper introduces the conception of brand management , and points out that the core of brand strategy is stp , which means market segmenting , target market selecting and brand positioning . it illustrates that brand knowing degree is one of the most important factors of cultivating brand . also it describes that brand loyalty will brings great profit to the corporation 第一，首先介绍品牌管理的基本概念，指出了品牌定位的核心是stp ，即细分市场、选择目标市场和品牌定位；说明了品牌知名度在创建品牌资产过程中的作用；描述了品牌忠诚为企业带来的巨大价值。
