CAJ | 학술논문

针对当前人们时“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。
침대당전인문시“정위”이론적인식모호여사용혼란적정황，본문제출료일개종합적이론분석광가，장걸극·특로특적정위이론여매극·파특적정위이론정합도료일개통일적광가중，인위기업전략정위공분위유고도저적삼개층차：총체전략정위、경영전략정위、영소전략정위；병차고층차적전략정위최종결정저층차적전략정위。
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.