用一句话来形容定位的本质的话，那就是在客户的大脑中占有不可再生的"心智资源"
当你的品牌能够代表某个品类或者某种特性的代表品牌，并且在客户大脑中占有有利的位置，那么客户在消费这类产品的时候，就会首先选择这个品牌，也可以说这个品牌占据了这个定位。定位决定了客户的购买力，是驱动企业成长的重要力量，所以说，只有顾客才能造就企业，定位战略是一个企业的终极竞争战略，是企业家必须高度关注的企业重大决策。
怎样来做定位呢？首先企业家要弄清楚的是，你所在领域中顾客的心智资源有什么特点？它是如何分布的？竞争对手那里已经有了哪种心智资源？企业能抢占什么样的心智资源？并且如何去抢占?因为它决定了企业所有投入与资源配置的方向。
定位，就是给个名分。
战略定位，是基于市场趋势和时代发展，给品牌一个名分；
产品定位，是基于自身和竞品情况，给差异化一个名分；
价值定位，是基于客户痛点，给体验场景一个名分；
个人定位，是基于自我发展和所在领域，给自己一个社会名分；
品类定位，是基于商业发展和消费升级，给品牌后缀一个名分。
定位，从不仅仅依附于【战略】，而是多元化存在的。
Nationwide, Vocational education has become China's higher education "half of the country." Vocational College enrollment continues to expand the scale expansion in the number of schools has risen sharply. In recent years, and the higher vocational education have also been booming development.
But with the rapid development of higher vocational education, increasing the size of the school, some of the problems are gradually exposed: the role of the Government and the absence of offside coexist, and unfair treatment of financial support, students taking system lags behind, survival and development environment difficult; overall social evaluation is not high, students, parents, serious prejudice, some higher vocational institutions sponsoring their own direction unknown, redundant construction, and no personality characteristics, the subject of poor quality graduates employment difficulties, the problem is confusion Wu Duo, but if boils, Root of the Matter究end, and ultimately we can set our sights on one point: the positioning of higher vocational education.
Vocational education is the lack of reasonable and accurate positioning, how to properly define its role, and have set up a suitable regional situation, and to protect Vocational Education sustained, healthy and steady development of the positioning system, we need to solve the problems. Some scholars began to higher vocational education should pay close attention to the development of higher vocational some constructive advice. But generally speaking, the academic community for the positioning of Higher Vocational Education Research relatively small, no systematic study on the formation theory. Therefore, this article is intended to higher vocational institutions as the main study, research and comparative literature through the study of a certain amount of investigation and research on the positioning of higher vocational education and the reasons for the problems were analyzed, and foreign successful positioning of the Higher Vocational Education experience, which is based on the correct positioning of Vocational Strategies.
Papers in five major part of the study:
Introduction to the first part: First, on the positioning of higher vocational education on the origin and significance of this study, and our country is already on the positioning of the Vocational study done a brief introduction.
The second part of the positioning of higher vocational education concepts and theories related Overview: Vocational Education is the key position of the related concepts - higher vocational education, positioning, positioning of higher vocational education should be straightened out to define, but also the positioning of the Higher Vocational Education The theory - Colleges and Universities stratification (classification) and location theory, system theory, the personnel structure model theory, the theory of lifelong education, to provide a theoretical basis of this study.
The third part of higher vocational education position and the reasons for the deviation Analysis: The major part of the Vocational Education Research positioning errors and attribution analysis, from a macro point of view is that the Government and social awareness of Higher Vocational Education positioning unclear, policies and regulations , the lack of funding support from the micro perspective of the Vocational College is positioning itself not understand the objective of fostering understanding narrow. Positioning the reasons for the deviation caused both traditional understanding of the impact of inertia are the drawbacks of the system.
Part IV abroad successful positioning of higher vocational education experience and insight: foreign positioning of higher vocational education to the successful experience of the Enlightenment, "the objective of various high technology-based skills and the training of personnel; level position in the multi-level, open, ; position in the concept of lifelong education, and attach importance to the legislative work of vocational education with vocational education in the legal guarantee of the status of higher education. "
Part V accurate positioning of higher vocational education Countermeasures: Higher Vocational Education positioning the problems and causes of higher vocational education abroad positioning the successful experience from the market mechanism and macro-control two aspects of the accurate positioning of Higher Vocational Education strategy.
在《受众分析》这本书里，麦奎尔搭建了一个理论研究的，提到了“新媒体环境下的受众”这一概念。我从麦奎尔的理论范式出发，结合新时代环境下融合媒体的变局，试谈受众的角色转变。
虽然受众并未消逝，却拥有了新的时代意义。这种新的变化与其说体现在新的定义上，不如说更为明显地体现在作为受众的每一个个体对于所处的受众大环境的新感知上。
首先，这种新变化表现在：受众从批判学派认为的传播链条的末端（End）转变成当代传播环境下的中转环（Linked Chain）。受众不再是受操控的无知被动的接受者，在获取信息的同时也发散开新的信息，充当信息源头。
其次，新媒体环境下的受众，呈现出更强的个体差异，而在传统媒体时代，受众阅读印制好的报纸，实质是在阅读编辑筛选好的消息组合。受众观看电视节目，多是电视内容牵引着受众的注意力直到受众接受它。而在全媒体时代，LBS等基于地理定位推送信息的服务，更加符合受众的地域接近性。
最后，新媒体环境下社交媒体日益发挥作用，使权威媒体的刺激减弱，淡化了批判学派眼里传媒单向度施予受众的“心理无知”控制概念，使受众可以真正从自己的社会条件出发去解读媒介文本，并建构意义。
麦奎尔在书中关于新媒体与受众的未来,做了一小节的探讨和预测。围绕“所指对象的消解”（Breakdown of The Referent）展开，他说：“没有人再乐意与他人同时接受相同的信息包”，细分化的受众以及受众需求的日益独特、多元化成为个性化传播时代的特征；可是，在基于拓展而非取代旧时代受众行为的模式下，受众却可以比任何时候人数都要多，规模也更为巨大，就好比回到了那个大众受众当道的沉默年代（Quiet Era）。
这一问题同样值得思考，麦奎尔并不是一位技术决定论者，他在研究新媒体时代下受众的时候也提出，我们不该仅仅从技术层面去思考一种新类型的受众形成的原因。他在肯定技术直接推动受众细分化、选择个性化的同时，亦辩证地提出这些新媒介技术仍然没有从根本上改变人们的受众行为。即使在传播渠道大大丰富的今天，大量的传播机器仍然准备开足马力努力将受众最大化。现实如此，从鲜明的传播者本位角度出发去做决定，也的确如此。这就是所谓的就目前的受众实质而言，新媒体技术层面的巨变是对旧有受众行为的某种拓展，而非彻底改变。
从“存在即合理”的角度看，麦奎尔相信传统模式下的大众受众仍有存在理由并且仍会适应现实情况，而新媒体孕育出新受众也是必然，只是这个孕育的结果如何被定量定性，是一个暂不可知的受多种社会因素作用的结果，即他所说的“潜力未知”。
《受众分析》的译者刘燕南在前言中指出：“麦奎尔对于传播技术发展与未来受众的探讨，并非一维的，而是二维或多维的；既是技术的，也是社会的。”或许也印证着麦奎尔一向抱有的观点：受众的形成受各种社会因素的影响，受众不只是技术的产物，也是社会生活的产物。
（作者为中国人民大学新闻学院本科生）
来源：青年记者2013年5月上
