定位是企業最重要的行銷策略之一，企業需保有獨特而鮮明的定位，以幫助消費者在眾多選擇中，能偏愛並清楚指認企業所提供產品或服務的價值，而進行購買。
自 Ries 與 Trout 提出定位概念至今已超過五十年，許多學者投入此領域的研究，並指出定位的明確定義，定位的重要性，定位圖的製作，定位的廣泛適用性等。然而，有一個重要的主題卻少有研究觸及，此即為定位的步驟。畢竟，只有定位概念並無法保證其正確落實，企業需有明確的定位步驟指引，才可將定位的概念落實到企業的營運中。
定位步驟該如何進行？除了少數學者約略提及外，相關的研究並不多，以至於業界經理人在面對定位進行與定位選擇時，仍充滿模糊與不確定性。本文根據定位的基本定義，重新檢視學者們有關【定位步驟】的論述，檢視其不清楚或窒礙難行之處，而後提出 GPS 模型來具體說明定位的步驟，期望能幫助企業做好確實的定位。

Positioning is one of the most crucial marketing strategies for businesses. It requires maintaining a unique and distinct position to help consumers prefer and clearly identify the value of the products or services offered by the company amid numerous choices, leading to a purchase.
Since the introduction of the positioning concept by Ries and Trout over fifty years ago, scholars have delved into this field, emphasizing the clear definition, significance, creation of positioning maps, and the widespread applicability of positioning. However, one significant aspect that has received little research attention is the process of positioning. After all, merely understanding the concept does not guarantee its correct implementation; businesses need clear guidance on positioning steps to integrate the concept into their operations.
How should the steps of positioning be carried out? Despite brief mentions by a few scholars, there is limited research on this topic, leaving industry managers facing ambiguity and uncertainty when dealing with positioning and making positioning choices. This paper, based on the fundamental definition of positioning, reexamines scholars' discussions on the "Positioning Steps," identifying unclear or challenging aspects. Subsequently, it introduces the GPS model to specifically illustrate the steps of positioning, with the hope of assisting businesses in achieving accurate positioning.

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