The positioning strategy of the cross-border network target market is a competitive strategy that reflects the competitive relationship between similar product manufacturers. Different positioning methods have different competitive situations. The main positioning methods are as follows.
1. “Tit-for-tat” positioning or “head-on” positioning
This is a positioning method that “goes against” the dominant competitor in the market, and is a positioning method that is prone to danger. It positions the company’s products or services in a position similar or close to that of competitors, competing with competitors for the same market segment. Companies that implement this positioning strategy must meet the following conditions: they can provide better products and services than competitors, the market capacity is sufficient to absorb more than two competing products and services, and they have more resources and stronger strength than competitors. However, under this positioning, it is very difficult for products and services to enter the market, and it takes a certain amount of time. Therefore, before positioning, it is necessary to conduct a thorough network market analysis and forecast. For example, in the carbonated beverage market, Coca-Cola and Pepsi are constantly fighting; in the motorcycle market, Honda and Yamaha are going against each other, etc. Companies that implement this type of market positioning need to fully understand the situation of their competitors and accurately estimate their own strength in order to succeed.
2. “Filling in the gaps” positioning
Find new areas that have not yet been occupied and have good market potential, and position them in a position that is valued by many consumer groups. This strategy is usually applicable in two cases: one is that this part of the potential market, that is, the marketing opportunity, has not been discovered. In this case, the company is likely to succeed; the other is that many companies have discovered this part of the potential market, but are unable to occupy it. At this time, they need to have sufficient strength to succeed.
3. “Another way” positioning or “avoiding strong” positioning
This is a market positioning method that avoids strong competitors. This method enables companies to quickly gain a foothold in the market, with low risks and high success rates, and is the first choice for most companies. When a company realizes that it is unable to compete with strong competitors and thus obtains an absolute advantage, it can obtain relative advantages based on its own conditions, that is, highlight and promote its unique characteristics and take the lead in certain valuable products and services. For example, Amazon, the world’s most famous online bookstore, provides convenient logistics and good services, and has become a leader in online bookstores.
4. Psychological positioning
Psychological positioning means that enterprises start from the psychology of consumer demand, actively create the characteristics of their own products, and position themselves with their most outstanding advantages, so as to leave a special impression in the minds of consumers and establish a market image: psychological positioning should run through the entire product positioning, whether it is the first positioning or re-positioning, whether it is confrontational positioning or avoidance positioning, it is necessary to consider the psychological needs of consumers and give the product newer characteristics and outstanding advantages.