A Study on the Synergy of Positioning Implementation and Marketing Matching for Small and Medium-Sized Consumer Goods Enterprises – A Case Study Based on Langege

DOI

10.2991/978-94-6239-604-3_48How to use a DOI?

Keywords

Small and Medium-Sized Consumer Goods Enterprises; Positioning Execution; Marketing Alignment; Synergy Mechanism; Case Analysis; langege

Abstract

This study takes Inner Mongolia langege Dairy as an example, applying a case study method and utilizing enterprise data, market research information, distributor information, and publicly available market data to conduct an in-depth study on the direction of positioning implementation, marketing matching strategies, and the synergy and effects of the two for SMEs in the consumer goods industry. The successful experience of SMEs in breaking through the bottleneck reveals the following lessons: accurately identify gaps in consumers’ minds, establish focused positioning, and form a synergy between positioning and marketing matching through a “four-in-one” approach encompassing product, visual identity, channels, and communication. This synergy is reflected in the mutual reinforcement of “positioning as a strategy, matching as implementation, matching promoting positioning, and positioning guiding matching.” This article also summarizes effective strategies for positioning and marketing alignment for small and medium-sized consumer goods enterprises, attempting to provide reference and guidance for similar enterprises to avoid red ocean competition and achieve differentiated development in the future.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Wei Wang
PY  - 2026
DA  - 2026/02/26
TI  - A Study on the Synergy of Positioning Implementation and Marketing Matching for Small and Medium-Sized Consumer Goods Enterprises – A Case Study Based on Langege
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 461
EP  - 467
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_48
DO  - 10.2991/978-94-6239-604-3_48
ID  - Wang2026
ER  -