出版社：National Technical University of Ukraine «Kyiv Polytechnical Institute»
摘要：The bases of the theoretical formation of company’s positioning strategy and the main stages of this process are considered in this paper. In addition to the theoretical foundations,this work contains the consideration of enterprise’s position efficiency and typical mistakes while developing positioning strategy and the reasons that cause the necessity of its adjustment. There were proposed a scheme that describes the typical process of checking the relevance of position, which is based on the analysed information and study. It takes into account:background,leading to the necessity for checking the efficiency of the current position;the process of verification - investigation of analysed enterprise’s declared and actual position and its most dangerous competitors;the decision-making process on the necessity for adjustments to the existing strategy. There were also determined the place previously developed algorithm selection positioning attribute,which is based on an analysis of consumer preferences,competitor positioning and determining the actual satisfaction of consumers of goods or services on specific attribute/ attributes in this scheme. There were also expanded the approach of using this algorithm.
其他摘要：В даній роботі розглянуті теоретичні засади формування стратегії позиціонування підприємства та основних етапів даного процесу,критерії ефективності позиції та типові помилки при розробці стратегії позиціонування,а також причини,що зумовлюють необхідніс
关键词：marketing;positioning;positioning strategy;market positioning;the topicality of the position;market position.
