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The theory and empirical research of differentiation benefit positioning based on product value

Published: 24 November 2009 Publication History

Abstract

Product differentiation theory that has always been researched around the customer's market demand since it has been created, it seems that meeting customer differentiation demand is an inevitable premise of product positioning. However, the worldwide financial crisis has resulted in product positioning that meet customer demand has faced huge challenge, the basis of product positioning must be the differentiation interests of customers on the products market. This paper established a theoretical model about differentiation benefits positioning based on product value, and then verified its reasonableness through Structural Equation Model

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    ICIS '09: Proceedings of the 2nd International Conference on Interaction Sciences: Information Technology, Culture and Human
    November 2009
    1479 pages
    ISBN:9781605587103
    DOI:10.1145/1655925
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Publication History

    Published: 24 November 2009

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    Author Tags

    1. benefit
    2. differentiation
    3. product value
    4. satisfaction

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