针对当前人们对“定位”理论的认识模糊与使用混乱的情况,本文提出了一个综合的理论分析框架,将杰克.特劳特的定位理论与迈克.波特的定位理论整合到了一个统一的框架中,认为企业战略定位共分为由高到低的三个层次:总体战略定位、经营战略定位、营销战略定位;并且高层次的战略定位最终决定低层次的战略定位。

Aiming at the cognitive illegibility and misuse of positioning theory,a synthetically analytical framework is put forward.The framework unifies the Trout's positioning theory and Porter's positioning theory.It reckons that enterprise strategic positioning can be divided into three levels,that is,corporate positioning,business positioning,and marketing positioning.Corporate positioning is in the highest level,while marketing positioning is in the lowest one.To go a step further,the higher positioning will determine the lower positioning.