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定(ding)(ding)(ding)(ding)位(wei)理論(lun)創(chuang)始(shi)人(ren)，被(bei)譽為“定(ding)(ding)(ding)(ding)位(wei)之(zhi)(zhi)父"，于1969年在(zai)美國《工業行銷(xiao)》發布(bu)論(lun)文《定(ding)(ding)(ding)(ding)位(wei)：同質化時代(dai)的(de)競爭之(zhi)(zhi)道》首次提出(chu)(chu)(chu)商業中(zhong)的(de)“定(ding)(ding)(ding)(ding)位(wei)"觀念，1972年以(yi)《定(ding)(ding)(ding)(ding)位(wei)時代(dai)》論(lun)文開(kai)創(chuang)了(le)定(ding)(ding)(ding)(ding)位(wei)理論(lun)，并在(zai)四十多年的(de)實戰中(zhong)致力于定(ding)(ding)(ding)(ding)位(wei)理論(lun)的(de)不(bu)斷(duan)開(kai)創(chuang)與完善(shan)：1981年出(chu)(chu)(chu)版(ban)學(xue)術專著《定(ding)(ding)(ding)(ding)位(wei)》。1996年，推出(chu)(chu)(chu)了(le)定(ding)(ding)(ding)(ding)位(wei)論(lun)刷新之(zhi)(zhi)作《新定(ding)(ding)(ding)(ding)位(wei)》。2001年，定(ding)(ding)(ding)(ding)位(wei)理論(lun)壓(ya)倒菲利(li)普?科特勒、邁克爾?波特，被(bei)美國營銷(xiao)學(xue)會評為“有史(shi)以(yi)來(lai)對美國營銷(xiao)影(ying)響(xiang)最大的(de)觀念"。2009年，他推出(chu)(chu)(chu)了(le)定(ding)(ding)(ding)(ding)位(wei)論(lun)落定(ding)(ding)(ding)(ding)之(zhi)(zhi)作《重(zhong)新定(ding)(ding)(ding)(ding)位(wei)》。

商業中(zhong)的(de)(de)(de)戰(zhan)略概念(nian)源自軍事領(ling)域(yu)，本義是(shi)“驅(qu)動(dong)(dong)(dong)軍隊抵達決(jue)戰(zhan)地(di)點(dian)"。杰克?特勞特根據軍事中(zhong)"選擇(ze)決(jue)戰(zhan)地(di)點(dian)"的(de)(de)(de)概念(nian)提(ti)出定(ding)位(wei)(wei)(wei)觀(guan)念(nian)，用以界(jie)定(ding)企(qi)(qi)業經營(ying)要創造(zao)的(de)(de)(de)外部成(cheng)果，企(qi)(qi)業內部運(yun)(yun)(yun)營(ying)規劃相應(ying)成(cheng)為(wei)“如何驅(qu)動(dong)(dong)(dong)軍隊抵達"去創建定(ding)位(wei)(wei)(wei)。驅(qu)動(dong)(dong)(dong)軍隊抵達"去創建定(ding)位(wei)(wei)(wei)。具體(ti)而(er)言，是(shi)指(zhi)企(qi)(qi)業必須(xu)在(zai)外部市場競爭中(zhong)界(jie)定(ding)能(neng)被顧客(ke)心智接(jie)受的(de)(de)(de)定(ding)位(wei)(wei)(wei)，回過頭來引(yin)(yin)領(ling)內部運(yun)(yun)(yun)營(ying)，才能(neng)使企(qi)(qi)業產(chan)生的(de)(de)(de)產(chan)品和服務被顧客(ke)接(jie)受而(er)轉化為(wei)業績(ji)。隨(sui)著商業競爭日(ri)益興起(qi)，先在(zai)外部競爭中(zhong)確立價值獨特的(de)(de)(de)定(ding)位(wei)(wei)(wei)，再引(yin)(yin)入企(qi)(qi)業內部作為(wei)戰(zhan)略核心，形(xing)(xing)成(cheng)獨具的(de)(de)(de)運(yun)(yun)(yun)營(ying)活動(dong)(dong)(dong)系統，成(cheng)為(wei)企(qi)(qi)業經營(ying)成(cheng)功的(de)(de)(de)關鍵。定(ding)位(wei)(wei)(wei)選擇(ze)不僅決(jue)定(ding)企(qi)(qi)業將開展哪些運(yun)(yun)(yun)營(ying)活動(dong)(dong)(dong)、如何配置(zhi)各項(xiang)活動(dong)(dong)(dong)，而(er)且還決(jue)定(ding)各項(xiang)活動(dong)(dong)(dong)之間如何關聯，形(xing)(xing)成(cheng)戰(zhan)略配稱(cheng)。

伴隨商(shang)業(ye)界運(yun)(yun)營(ying)效(xiao)益的(de)普遍提升和(he)最佳實踐的(de)日趨通用，戰(zhan)(zhan)略定(ding)(ding)(ding)位(wei)(wei)日益成(cheng)為企業(ye)創造(zao)(zao)競(jing)爭(zheng)優勢(shi)的(de)要求。為了幫助(zhu)更(geng)多的(de)中(zhong)國企業(ye)家(jia)學習(xi)定(ding)(ding)(ding)位(wei)(wei)，運(yun)(yun)用定(ding)(ding)(ding)位(wei)(wei)，2009年8月，特(te)勞特(te)先生授權定(ding)(ding)(ding)位(wei)(wei)培訓機構——厚德(de)(de)成(cheng)立并(bing)舉辦首期“特(te)勞特(te)戰(zhan)(zhan)C略定(ding)(ding)(ding)位(wei)(wei)總裁課程"；厚德(de)(de)期望借助(zhu)定(ding)(ding)(ding)位(wei)(wei)的(de)傳播與(yu)應用，推動企業(ye)由產品(pin)(pin)經營(ying)轉(zhuan)向品(pin)(pin)牌經營(ying)，進(jin)而使中(zhong)國由“制造(zao)(zao)大國"轉(zhuan)變為“品(pin)(pin)牌強國"。