Abstract. This article focuses on the influence Culture of the Organization to the structure positioning
enterprises. Research has shown that personal preferences of management and the history of the
organization affect the strategic marketing management system. That is why there is a need for this type of
positioning as strategic as a separate phase of STP marketing. Operational positioning creates a value
proposition and differentiates a product or service from competitors offerings based on perception and image
informed by profiles revealed through segmentation techniques. Strategic positioning matches the
organization and its competencies and capabilities with appropriate target markets. These distinctive
strengths, the unique competencies and capabilities, may include physical resources of the organization such
as machinery and buildings, intellectual resources such as skills and knowledge, and behavioral traits such as
responsiveness, reliability and honesty. These are, however, the outcomes of personal preferences of
management and the history of the organization. These are the principal drivers of strategic positioning of the
organization and lead to the choice of distinctive strengths and influence the approach to the market as a
result of particular traits and behaviors reflecting the personality and culture of the organization.
Key words: Operational Positioning, Strategic Positioning, Culture of the Organization, Market Place.
HASIL PENELITIAN JURNAL INTERNASIONAL
Research on Brand Positioning and E-business Marketing Strategy of Sports Goods based on
Network Questionnaire
(Wusong Tang (2016). International Journal of Grid and Distributed Computing. China)
The development of the Internet has brought great opportunities for the sales of sports goods, so that
enterprises should make the right online marketing strategy. This paper takes the consumer perception as the
research content, study on the influence of different brand positioning factors on consumers by using
empirical analysis. The results show that the factors affecting of brand can be divided into four categories as
quality, product, service and social attributes. Among them, the quality is the most significant and the
cumulative contribution rate is 79.532. Based on factor analysis method, the author identifies the main
advantages and disadvantages of these brands, thus companies can effectively formulate the corresponding
brand marketing strategy.