摘要
定位就是在目标客户的头脑中形成独树一帜的印象，从而有效的战胜竞争对手，获取市场份额。互联网应用中，由于用户的转移成本更低，所以定位更加重要，飞信经过初期的飞速发展，目前遇到成长的瓶颈，问题出在定位不清。本文通过双因素法，将飞信的功能因素分为保持因素和竞争因素，结合目前的IM、社交网络、微博、社区等日益融合的趋势，对飞信的战略定位进行了分析，从而得出飞信的定位应该是基于关系应用的结论，对飞信的未来的战略制定有一定的参考价值。
Positioning is the expectation of the unique value that customers in a market segment would receive from a vendor that is relative to,and unique frem,competitors.Pos/tioning strategies is more important in /nternet ＆ppl）~tions as the consumers switching costs is very lower.Because of the not successful positioning, Fetion is currentty encountered ~ bottleneck after the init（al rapid development.in this paper,the positioning strategies are discussed based on two factors theory,which ~.re rnaintenance factors into and competitive factors.The studies shows that the positioning of Fetion should focus on the ties of users,combined with the current IM,socia~ networking,rnicro-blog,conlrnunity integration trend, ,and this will take important roles in the future strategy of Fetion.
出处
《中国电子商务》
2012年第13期263-264,243,共3页
E-commerce in China
基金
江苏省教育厅项目（2012SJD630065）.
