When there are many similar products or service items and the supply competition is fierce, the products or service items launched by enterprises to the target market need to be market positioned. Market positioning refers to product positioning, which means that according to the position of competitors’ existing products in the market segment and the importance of consumers to this product, the company’s unique and distinctive products are promoted to target customers, so that the product occupies a strong competitive position in the market segment. In the process of market positioning, enterprises must understand the market positioning of competitors’ products. The basic parameters of market positioning are price and grade. Different products and services can adopt more specific parameters or technical standards, such as price, use cost, cost performance, value preservation, function, quality, appearance, use method and service guarantee.
In the cross-border network market, the content of positioning can be simply divided into three types: website type positioning, customer service positioning and service radius positioning.
1. Website type positioning
At present, there are two main types of websites: promotional websites and transactional websites. Promotional websites mainly introduce the company’s business projects, product information, price information, advertising, etc., and do not have transaction functions. Transactional websites not only introduce the company’s business projects, product information, price information, advertising, etc., but also provide transaction functions. Buyers and sellers can exchange information online to achieve online negotiations, online orders, online payments, etc.
2. Customer Service Positioning
Enterprise websites are mainly for online customer service. They should position their websites according to different consumer needs, such as information query, information release, various consulting services, ordering services, etc.
3. Service Radius Positioning
Depending on the service content of the website, the service area of the website, that is, the service radius, is defined, such as international, national, and regional. In theory, online marketing has no time and space restrictions, but due to objective conditions, the service radius of the website is limited.