产品定位研究是指通过市场调研和分析来确定产品在市场中的定位策略。产品定位是指在目标市场中明确产品的特点、功能、优势，并与竞争对手区分开来，以满足目标消费者的需求和期望。

  产品定位研究通常包括以下几个方面：

  1、目标市场分析：通过调查和研究目标市场的特征、需求、消费习惯等信息，确定产品最适合的目标市场和目标消费者群体。

  2、竞争分析：对竞争对手的产品进行综合分析，了解其特点、定价策略、市场份额等信息，找出产品的差异化优势，为产品定位提供依据。

  3、产品特点和功能分析：对产品的特点、功能、性能进行详细分析，确定产品的核心竞争优势和差异化特点，以满足目标市场的需求。

  4、定位策略确定：根据目标市场的需求和竞争环境，确定产品的定位策略，包括定位目标、定位陈述和定位战略，以使产品在目标市场中得到准确定位。

  5、市场调研和测试：通过市场调研和测试，验证产品定位的有效性和吸引力，了解目标消费者对产品定位的反应和意见，并对定位策略进行优化和调整。

  产品定位研究的目的是为了确保产品与目标市场的需求相匹配，并与竞争对手区分开来，从而为产品的市场推广和销售提供战略指导。通过深入了解目标市场和消费者，产品定位研究可以帮助企业确定产品的独特卖点，优化产品特点和功能，提高产品的市场竞争力。

  本文由上书房信息咨询（深圳知名市场调查公司）出品，欢迎转载，请注明出处。中国独立第三方调研机构深圳市场调查咨询公司上书房信息咨询开展产品测试调研主要从客户需求和消费者需求、同类产品生产者的动向和新技术、新材料、新产品的面市情况等多方面了解产品需求，全面的了解产品问题。深圳物业服务市场调查公司上书房信息咨询（SSF）在2022年服务客户超过100家，包含了写字楼、产业园区、住宅、上海第三方满意度测评、景区满意度调查、满意度调查问卷、深圳公众民意调研、深圳消费者市场调研、广州医院满意度测评、开展购物满意度调查、深圳市场调查、满意度调查报告、广州第三评估市场调查、深圳教育工作公众满意度调查、深圳住房服务市场调查公司、深圳专业第三方市场调研公司、深圳用户市场调研、上海小区业主满意度调查等多种类型，调查项目覆盖了国内160余个城市，十五年来针对不同行业、不同对象进行了研究衍生，完成产品研究调查案例1,000例，采集有效样本1,000,000份，具有强大的专业能力，收获了客户的众多好评。

Product positioning research

  Product positioning research refers to the process of conducting market research and analysis to determine the positioning strategy of a product in the market. Product positioning involves defining the characteristics, features, and advantages of a product in the target market and differentiating it from competitors to meet the needs and expectations of the target consumers.

  Product positioning research typically includes the following aspects:

  1、Target market analysis: Conducting surveys and research to understand the characteristics, needs, and consumer behavior of the target market, in order to identify the most suitable target market and target consumer group for the product.

  2、Competitive analysis: Comprehensive analysis of competitors' products, including their characteristics, pricing strategies, market share, etc., to identify the product's differentiation advantages and provide a basis for product positioning.

  3、Analysis of product features and functionalities: Detailed analysis of the product's features, functionalities, and performance to determine its core competitive advantages and distinctive features that meet the needs of the target market.

  4、Determination of positioning strategy: Based on the target market's needs and the competitive environment, determining the product's positioning strategy, including positioning objectives, positioning statements, and positioning strategies, to accurately position the product in the target market.

  5、Market research and testing: Conducting market research and testing to validate the effectiveness and attractiveness of the product positioning, understand the target consumers' reactions and opinions towards the positioning, and optimize and adjust the positioning strategy accordingly.

  The purpose of product positioning research is to ensure that the product aligns with the needs of the target market and stands out from competitors, providing strategic guidance for the product's marketing and sales efforts. By gaining a deep understanding of the target market and consumers, product positioning research helps businesses identify the unique selling points of the product, optimize its features and functionalities, and enhance its market competitiveness.