Is Hua Yu Hua a positioning theory?What is the difference between positioning theory and Hua Yuhua?

PositioningTheory and Hua theory have important differences in business management and marketing.

Is Hua Yu Hua a positioning theory?

Hua and Hua is not a positioning theory, but a brand marketing method based on positioning theory.

1. Positioning theory was proposed by American marketing scientists Trout and Rees in the 1970s., its core idea is: occupy a unique position in consumers' minds, thereby gaining competitive advantage.
2. Hua & Hua's approach also emphasizes occupying a unique position in consumers' minds, but its focus is on "symbols."Hua & Hua believes that brand positioning is not only the positioning of products or services, but also the positioning of brand symbols.A good brand symbol can help consumers quickly and accurately identify the brand and build awareness and emotion about the brand.

The core of positioning theory

First of all, their core difference lies in the way the business end is handled.

• Positioning theory focuses on finding the end result in the customer's mind, which can represent a certain category or specific cognition.
• Then, all strategies are centered around achieving this positioning. For example, taking Guazi used cars as an example, the company's core business is used car sales.
• Proposed by JHE-commerceManagement positioning is also a clear endgame.In this way, companies can improve the efficiency of each action and ultimately maximize market share.

Core methods of Hua and Hua theory

On the contrary, Hua and Hua theory does not emphasize setting the end, but focuses more on solving current problems.

The core methods of Hua and Hua theory include the 4P theory, which is to re-adjust the company's products, channels, pricing and promotion strategies.

• In addition, it also focuses on Ogilvy's brand image theory to establish a company's brand image through brand communication.Finally, it emphasizes the optimization of communication efficiency, including the optimization of communication efficiency of brand and product selling points.
• It can be seen that the Hua and Hua theory focuses more on solving the marketing problems of enterprises, rather than emphasizing finding a clear endgame like the positioning theory.
• This is not to belittle the Hua and Hua theory. In fact, many medium and large enterprises are in great need of these methods at a certain stage, because they may not be willing to study marketing techniques in depth themselves, but are willing to purchase top consulting services.
• Purchasing Huayuhua's consulting services is similar to purchasing traffic services. They are both intended to make up for the lack of certain tactical capabilities of the company and meet the needs of many companies.
• In summary, positioning theory focuses more on strategic consulting, while Hua and Hua theory focuses more on solving marketing problems in enterprise development.

Although H&H can also solve strategic problems, the implementation and success of the strategy are closely related to the company's own capabilities.

A consulting firm can come up with an excellent strategic positioning, but it will take a huge amount of effort for the business to actually achieve it, and it may need to give up something, so client satisfaction may not always be high because not every client is committed to execution. strategy.Finally, the implementation of the strategy may also need to be optimized based on the specific circumstances of the enterprise.

The flexibility of Hua and Hua theory

The Hua and Hua theory lies in its ability to help companies discover different market opportunities to achieve strategic goals.

That’s the smart thing about the S&W theory, it can be customized to a business’s needs and provide them with key market insights.

In terms of strategic positioning, the “Strategic Diamond Model” in the Sino-Sino Theory provides valuable perspectives.

Hua & Hua believes that the strategic positioning of an enterprise can be divided into three types: business mission positioning, business strategic positioning and business activity positioning.

Different levels of Hua & Hua theoretical management positioning

First, we can consider the different levels of business positioning.

1. The first level is business mission positioning: It emphasizes the mission of enterprises in society and how to solve social problems.This level can also be regarded as the positioning of social division of labor, covering the direction of the enterprise's lifelong mission.
2. The second level is business strategic positioning:It focuses on what the company's core business is and what products and services the company provides.This level can be found in China and China’s “Trinity” strategic model, where companies need to use a complete set of products and services to solve specific social problems.
3. The third level is the positioning of business activities: This is closely related to Michael Porter's strategic positioning, which involves a unique set of operating activities designed to deliver unique value, reduce total costs, and make it difficult for competitors to imitate.The third-level positioning provides support for the second-level business strategy, and the second level is the means to achieve the first-level business mission.

• Ultimately, the first-level business mission positioning is the ultimate goal of the enterprise, and its core mission is to always serve the purpose of society.
• These three positions are interrelated and support the enterprise in achieving its social mission, providing products and services, and realizing unique value through unique business activities.

What is the difference between positioning theory and Hua Yuhua?

The difference between positioning theory and Hua is mainly reflected in the following aspects:

• Positioning theory emphasizes competition, while Hua and Hua emphasizes differentiation.Positioning theory holds that brand positioning must be differentiated from competitors in order to gain competitive advantage.Hua & Hua believes that brand positioning should start from the perspective of differentiation and find a unique point that can attract consumers.
• Positioning theory emphasizes strategy, while Hua and Hua emphasize tactics.Positioning theory mainly solves the problem of brand strategy, that is, how the brand should be positioned in the market.Hua & Hua's method mainly solves the problem of brand tactics, that is, how to strengthen brand positioning through brand symbols.
• Positioning theory emphasizes rationality, while Hua and Hua emphasizes sensibility.Positioning theory believes that brand positioning should be based on consumers' rational needs.The Hua & Hua approach believes that brand positioning should be able to stimulate consumers' emotions, thereby establishing a stronger brand awareness.

All in all, positioning theory and Hua and Hua are both important methodologies in brand marketing.The positioning theory emphasizes competition and strategy, while the Hua and Hua method emphasizes differentiation and tactics.Both methods have their own advantages and disadvantages, and companies can choose according to their own circumstances.

From the above analysis, it can be seen that the Hua and Hua theory is consistent with Trout's view on the concept of "strategy is a unique set of business activities".

In short, positioning theory and Sino-Sino theory have their own advantages and application areas when dealing with strategic issues.