本报记者李媛2022年10月7日，全球战略定位大师、定位理论之父艾·里斯先生在美国亚特兰大的家中去世，享年95岁。1972年艾·里斯与合伙人特劳特发表《定位新纪元》一文，令“定位”一词开始进入人们的视野。
The greatest marketing theory of the 20th century is positioning theory. Positioning theory was proposed by Jack Trout and Al Ries in the 1960s， and is also known as the fathers of positioning. In 1969， the two masters first proposed the concept of “positioning” in business in the paper “Positioning: The Competitive Advantage of the Homogenization Age”. In 1972， they pioneered positioning theory with the paper “Positioning Era”. In 1981， they published the academic monograph “Positioning”. In 1996， they launched the definitive work of positioning theory “New Positioning”. In 2001， positioning theory overwhelmed Philip Kotler and Michael Porter， and was rated by the American Marketing Association as “the concept with the greatest impact on American marketing in history”.
“定位”是企业战略领域的重要概念，是指企业要针对竞争找到对自己有利的独特位置，1969年由杰克·特劳特以《定位:同质化时代的竞争之道》论文首先提出，改变了企业家和管理学者看待企业战略的思维范式，并影响国际学界，形成以哈佛商学院教授迈克尔·波特为首的“定位学派”，成为战略学界的主流。
