{"id":4139,"date":"2023-12-09T17:26:30","date_gmt":"2023-12-09T17:26:30","guid":{"rendered":"http:\/\/soubory.info\/znalost\/?p=4139"},"modified":"2023-12-09T17:26:30","modified_gmt":"2023-12-09T17:26:30","slug":"komplexni-pruvodce-porozumenim-positioningu-v-marketingovem-planu","status":"publish","type":"post","link":"https:\/\/soubory.info\/znalost\/komplexni-pruvodce-porozumenim-positioningu-v-marketingovem-planu\/","title":{"rendered":"Komplexn\u00ed pr\u016fvodce porozum\u011bn\u00edm positioningu v marketingov\u00e9m pl\u00e1nu"},"content":{"rendered":"<ul class=\"articlenav\">\n Co je to polohov\u00e1n\u00ed? <\/p>\n<li class=\"menuitem\"><a href=\"#title2\">Identifikace c\u00edlov\u00e9 skupiny <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title3\">Vytvo\u0159en\u00ed jedine\u010dn\u00e9 prodejn\u00ed nab\u00eddky <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title4\">Pochopen\u00ed konkurence <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title5\">Zp\u016fsoby, jak\u00fdmi se m\u016f\u017eete prezentovat. Anal\u00fdza va\u0161\u00ed pozice na trhu <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title6\">Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title7\">Realizace positioningov\u00e9 strategie <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title8\">Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title9\">Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed Vyhodnocen\u00ed pl\u00e1nu positioningu <\/a><\/li>\n<li class=\"menuitem\"><a href=\"#title9\">Vyu\u017eit\u00ed positioningu pro dlouhodob\u00fd \u00fasp\u011bch <\/a><\/li>\n<\/ul>\n<div class=\"articlecontent\">\n<div class=\"newlinediv\"><\/div>\n<p> Positioning je kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed ka\u017ed\u00e9ho marketingov\u00e9ho pl\u00e1nu. Je to proces vytv\u00e1\u0159en\u00ed identity va\u0161eho produktu nebo slu\u017eby v mysl\u00edch z\u00e1kazn\u00edk\u016f na z\u00e1klad\u011b pochopen\u00ed jejich pot\u0159eb, p\u0159\u00e1n\u00ed a preferenc\u00ed. \u00dasp\u011b\u0161n\u00e1 strategie positioningu v\u00e1m m\u016f\u017ee pomoci etablovat se jako l\u00eddr v oboru a vytvo\u0159it trval\u00e9 vztahy se z\u00e1kazn\u00edky. V t\u00e9to p\u0159\u00edru\u010dce se pod\u00edv\u00e1me na to, co je to positioning, jak identifikovat c\u00edlovou skupinu, vytvo\u0159it jedine\u010dnou prodejn\u00ed nab\u00eddku, analyzovat svou pozici na trhu a dal\u0161\u00ed informace. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title1\" class=\"title\">Co je positioning?<\/div>\n<p> Positioning je marketingov\u00fd proces, kter\u00fd zahrnuje vytvo\u0159en\u00ed v\u00fdrazn\u00e9 identity v mysl\u00edch z\u00e1kazn\u00edk\u016f prost\u0159ednictv\u00edm pochopen\u00ed jejich pot\u0159eb a preferenc\u00ed. Zahrnuje vytvo\u0159en\u00ed jedine\u010dn\u00e9 hodnotov\u00e9 nab\u00eddky, kter\u00e1 odli\u0161uje v\u00e1\u0161 produkt nebo slu\u017ebu od konkurence. Positioning v\u00e1m pom\u016f\u017ee vytvo\u0159it p\u0159\u00edzniv\u00fd dojem o va\u0161em produktu nebo slu\u017eb\u011b a etablovat se jako l\u00eddr v oboru. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title2\" class=\"title\">Identifikace c\u00edlov\u00e9 skupiny<\/div>\n<p> Ne\u017e budete moci vytvo\u0159it \u00fasp\u011b\u0161nou strategii positioningu, mus\u00edte pochopit, kdo je va\u0161e c\u00edlov\u00e1 skupina. Identifikace va\u0161\u00ed c\u00edlov\u00e9 skupiny je z\u00e1kladn\u00edm krokem p\u0159i vytv\u00e1\u0159en\u00ed \u00fa\u010dinn\u00e9 strategie positioningu. P\u0159i vytv\u00e1\u0159en\u00ed hodnotov\u00e9 nab\u00eddky mus\u00edte vz\u00edt v \u00favahu jejich pot\u0159eby, p\u0159\u00e1n\u00ed a preference. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title3\" class=\"title\">Vytvo\u0159en\u00ed jedine\u010dn\u00e9 prodejn\u00ed nab\u00eddky<\/div>\n<p> Jakmile identifikujete svou c\u00edlovou skupinu, mus\u00edte vytvo\u0159it jedine\u010dnou prodejn\u00ed nab\u00eddku (USP). Jedn\u00e1 se o hodnotu, kterou v\u00e1\u0161 v\u00fdrobek nebo slu\u017eba nab\u00edz\u00ed a kterou se odli\u0161uje od konkurence. Va\u0161e USP by m\u011bla b\u00fdt pe\u010dliv\u011b vytvo\u0159ena tak, aby oslovila c\u00edlovou skupinu a postavila v\u00e1\u0161 v\u00fdrobek nebo slu\u017ebu do p\u0159\u00edzniv\u00e9ho sv\u011btla. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title4\" class=\"title\">Porozum\u011bn\u00ed konkurenci<\/div>\n<p> Chcete-li vytvo\u0159it \u00fasp\u011b\u0161nou strategii positioningu, mus\u00edte porozum\u011bt sv\u00e9 konkurenci. Anal\u00fdza marketingov\u00fdch strategi\u00ed a positioningu va\u0161ich konkurent\u016f v\u00e1m pom\u016f\u017ee identifikovat p\u0159\u00edle\u017eitosti k odli\u0161en\u00ed. Pochopen\u00ed konkurence v\u00e1m tak\u00e9 pom\u016f\u017ee identifikovat potenci\u00e1ln\u00ed hrozby a oblasti, kter\u00e9 je t\u0159eba zlep\u0161it. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title5\" class=\"title\">Anal\u00fdza va\u0161\u00ed pozice na trhu<\/div>\n<p> Jakmile jste identifikovali svou c\u00edlovou skupinu a vytvo\u0159ili svou jedine\u010dnou prodejn\u00ed nab\u00eddku, mus\u00edte analyzovat svou pozici na trhu. M\u011bli byste zv\u00e1\u017eit pot\u0159eby, p\u0159\u00e1n\u00ed a preference va\u0161\u00ed c\u00edlov\u00e9 skupiny a tak\u00e9 konkuren\u010dn\u00ed prost\u0159ed\u00ed. To v\u00e1m pom\u016f\u017ee identifikovat oblasti p\u0159\u00edle\u017eitost\u00ed a vytvo\u0159it positioningov\u00e9 prohl\u00e1\u0161en\u00ed, kter\u00e9 bude rezonovat s va\u0161\u00ed c\u00edlovou skupinou. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title6\" class=\"title\">Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed<\/div>\n<p> Jakmile jste analyzovali svou pozici na trhu, mus\u00edte vytvo\u0159it positioningov\u00e9 prohl\u00e1\u0161en\u00ed. Toto prohl\u00e1\u0161en\u00ed by m\u011blo b\u00fdt jasn\u00e9, stru\u010dn\u00e9 a p\u0159esv\u011bd\u010div\u00e9. M\u011blo by obsahovat va\u0161i jedine\u010dnou prodejn\u00ed nab\u00eddku a vysv\u011btlovat, pro\u010d je v\u00e1\u0161 v\u00fdrobek nebo slu\u017eba tou nejlep\u0161\u00ed volbou pro va\u0161i c\u00edlovou skupinu. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title7\" class=\"title\">Realizace pozi\u010dn\u00ed strategie<\/div>\n<p> Jakmile jste stanovili sv\u00e9 pozi\u010dn\u00ed prohl\u00e1\u0161en\u00ed, mus\u00edte vytvo\u0159it strategii jeho realizace. Tato strategie by m\u011bla zahrnovat taktiky, jako je reklama, public relations a obsahov\u00fd marketing. M\u011bla by tak\u00e9 zohlednit, jak budete m\u011b\u0159it \u00fasp\u011b\u0161nost sv\u00e9 strategie positioningu. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title8\" class=\"title\">Vyhodnocen\u00ed pl\u00e1nu positioningu<\/div>\n<p> Po zaveden\u00ed strategie positioningu je d\u016fle\u017eit\u00e9 vyhodnotit jej\u00ed \u00fa\u010dinnost. \u00dasp\u011b\u0161nost pl\u00e1nu positioningu byste m\u011bli m\u011b\u0159it pomoc\u00ed metrik, jako je n\u00e1v\u0161t\u011bvnost webov\u00fdch str\u00e1nek, prodej a zp\u011btn\u00e1 vazba od z\u00e1kazn\u00edk\u016f. Pravideln\u00e9 vyhodnocov\u00e1n\u00ed \u00fasp\u011b\u0161nosti strategie positioningu v\u00e1m pom\u016f\u017ee prov\u00e9st \u00fapravy a zajistit, \u017ee jste na cest\u011b k dlouhodob\u00e9mu \u00fasp\u011bchu. <\/p>\n<div class=\"newlinediv\"><\/div>\n<div id=\"title9\" class=\"title\">Vyu\u017eit\u00ed positioningu pro dlouhodob\u00fd \u00fasp\u011bch<\/div>\n<p> Positioning je nezbytnou sou\u010d\u00e1st\u00ed ka\u017ed\u00e9ho marketingov\u00e9ho pl\u00e1nu a lze jej vyu\u017e\u00edt pro dlouhodob\u00fd \u00fasp\u011bch. Pochopen\u00edm c\u00edlov\u00e9 skupiny, vytvo\u0159en\u00edm jedine\u010dn\u00e9 prodejn\u00ed nab\u00eddky a pravideln\u00fdm vyhodnocov\u00e1n\u00edm \u00fasp\u011b\u0161nosti pl\u00e1nu positioningu m\u016f\u017eete vytvo\u0159it \u00fasp\u011b\u0161nou strategii positioningu, kter\u00e1 v\u00e1m pom\u016f\u017ee etablovat se jako l\u00eddr v oboru a budovat trval\u00e9 vztahy se z\u00e1kazn\u00edky.  <\/p><\/div>\n<div class=\"questions\">\n<div class=\"questionstitle\">FAQ<\/div>\n<div class=\"question\">\n<div class=\"qtitle\"> Jak\u00e9 jsou 4 strategie positioningu?<\/div>\n<p> Existuj\u00ed \u010dty\u0159i z\u00e1kladn\u00ed strategie positioningu: <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 1. Produkt &#8211; tato strategie se zam\u011b\u0159uje na vlastnosti a v\u00fdhody produktu. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 2. Cena &#8211; Tato strategie se zam\u011b\u0159uje na cenu v\u00fdrobku. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 3. M\u00edsto &#8211; tato strategie se zam\u011b\u0159uje na distribuci v\u00fdrobku. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 4. Propagace &#8211; Tato strategie se zam\u011b\u0159uje na marketing a reklamu v\u00fdrobku.  <\/p>\n<\/div>\n<div class=\"question\">\n<div class=\"qtitle\"> Jak\u00fdch je 5 strategi\u00ed positioningu?<\/div>\n<p> T\u011bchto 5 strategi\u00ed positioningu je n\u00e1sleduj\u00edc\u00edch: <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 1. Positioning produktu: Jedn\u00e1 se o um\u00edst\u011bn\u00ed v\u00fdrobku na trhu z hlediska jeho vlastnost\u00ed a v\u00fdhod. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 2. Pozicov\u00e1n\u00ed ceny: Jedn\u00e1 se o um\u00edst\u011bn\u00ed va\u0161eho v\u00fdrobku na trhu z hlediska jeho ceny. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 3. Place Positioning: Jedn\u00e1 se o um\u00edst\u011bn\u00ed va\u0161eho v\u00fdrobku na trhu z hlediska jeho distribuce. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 4. Um\u00edst\u011bn\u00ed propagace: Jedn\u00e1 se o um\u00edst\u011bn\u00ed va\u0161eho v\u00fdrobku na trhu z hlediska jeho propagace. <\/p>\n<div class=\"newlinediv\"><\/div>\n<p> 5. Um\u00edst\u011bn\u00ed lid\u00ed: Jedn\u00e1 se o um\u00edst\u011bn\u00ed va\u0161eho v\u00fdrobku na trhu z hlediska lid\u00ed, kte\u0159\u00ed jej budou pou\u017e\u00edvat.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Co je to polohov\u00e1n\u00ed? Identifikace c\u00edlov\u00e9 skupiny Vytvo\u0159en\u00ed jedine\u010dn\u00e9 prodejn\u00ed nab\u00eddky Pochopen\u00ed konkurence Zp\u016fsoby, jak\u00fdmi se m\u016f\u017eete prezentovat. Anal\u00fdza va\u0161\u00ed pozice na trhu Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed Realizace positioningov\u00e9 strategie Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed Stanoven\u00ed p\u0159\u00edzniv\u00e9ho positioningov\u00e9ho prohl\u00e1\u0161en\u00ed Vyhodnocen\u00ed pl\u00e1nu positioningu Vyu\u017eit\u00ed positioningu pro dlouhodob\u00fd \u00fasp\u011bch Positioning je kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed ka\u017ed\u00e9ho marketingov\u00e9ho pl\u00e1nu. Je to &#8230; <a title=\"Komplexn\u00ed pr\u016fvodce porozum\u011bn\u00edm positioningu v marketingov\u00e9m pl\u00e1nu\" class=\"read-more\" href=\"https:\/\/soubory.info\/znalost\/komplexni-pruvodce-porozumenim-positioningu-v-marketingovem-planu\/\" aria-label=\"\u010c\u00edst v\u00edce o Komplexn\u00ed pr\u016fvodce porozum\u011bn\u00edm positioningu v marketingov\u00e9m pl\u00e1nu\">\u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":2796,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-4139","post","type-post","status-publish","format-standard","hentry","category-reklama-a-marketing"],"_links":{"self":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/4139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/users\/2796"}],"replies":[{"embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/comments?post=4139"}],"version-history":[{"count":1,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/4139\/revisions"}],"predecessor-version":[{"id":26903,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/posts\/4139\/revisions\/26903"}],"wp:attachment":[{"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/media?parent=4139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/categories?post=4139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/soubory.info\/znalost\/wp-json\/wp\/v2\/tags?post=4139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}