The Study of Market Positioning for High-Growth Enterprises—A Case Study on Peak Sports Products

摘要

Theoretical framework of positioning map and standardized case study method are adopted in the paper to help analyze the positioning strategy of Peak sports products. The major conclusions are: reasonable positioning in professionalism is the prerequisite to survive in the competitive market, and internationalization promotes the development and growth of enterprises. But compared with its powerful publicity, there is still gap between Peak product quality and its attribute positioning, certainly a large room for improvement. In pursuing a high brand exposure, not enough attention is given to the built good reputation, which causes deviation from its positioning and affects the effects of its positioning.