【正文】 欲望 (Desired)； 出乎預(yù)料 (Unanticipated) 3 決策 (deciding on the customer value package)： 選擇和創(chuàng)造顧客價(jià)值組合 (customer value package) 2023/1/31 69 CH06 2 差別化工具 1. 什么是差別化 ? ? 差別化是指設(shè)計(jì)一系列有意義的差別，以便使該公司的產(chǎn)品同競爭者產(chǎn)品相區(qū)分的行動(dòng) ? Differentiation is the act of designing a set of meaningful differences to distinguish the pany’s offering from petitors’ offerings. 2023/1/31 70 CH06 裂化行業(yè) (Fragmented industry) 僵化行業(yè) (Stalemated industry) 專業(yè)化行業(yè) (Specialized industry) 強(qiáng)度行業(yè) (Volume industry) 取得競爭優(yōu)勢(shì)的項(xiàng)目的數(shù)目 小 多 競爭優(yōu)勢(shì)的規(guī)模 大 小 波士頓競爭優(yōu)勢(shì)矩陣 : 判斷行業(yè)差別化的機(jī)會(huì) 行業(yè)不同，差別化 的機(jī)會(huì)也不同 2023/1/31 71 CH06 差別化變量 產(chǎn)品 服務(wù) 人事 形象 形式 特色 性能 耐用性 可靠性 易修復(fù)性 風(fēng)格 設(shè)計(jì) 送貨 安裝 顧客培訓(xùn) 咨詢服務(wù) 修理 其它服務(wù) 能力 言行、舉止 可信度 可靠性 敏感度 可交流性 標(biāo)志 傳播媒體 環(huán)境 項(xiàng)目、事件 2023/1/31 72 CH06 產(chǎn)品差別化 形式 Form 特色 Fea tures 表現(xiàn) Perfor mance 質(zhì)量 Quality 一致性 Conform ance Quality 耐用 Dura bility Relia Bility可靠性 可維修 Repair ability 風(fēng)格 Style 設(shè)計(jì) Design 2023/1/31 73 CH06 形式 Form ? Many product can be differentiated in form ? 產(chǎn)品尺寸，形態(tài)或?qū)嶓w的結(jié)構(gòu) ? The size, shape, physical structure ? Example ? Bread ? Shampoo 2023/1/31 74 CH06 特色 Features ? 特色是每時(shí)產(chǎn)品的基本功能的某些增補(bǔ) ? 如何識(shí)別特色：訪問顧客 ? 你覺得這個(gè)產(chǎn)品如何？ ? 是否可以增補(bǔ)一些什么特點(diǎn)從而使你滿意 ? 每一種特色你愿意付多少錢？ ? 其他顧客提一的那些特色你覺得如何？ 2023/1/31 75 CH06 特色 Features ? 如何決定附加特色？ ? How to decide the features to add ? 計(jì)算顧客期望價(jià)值與成本 ? Calculate customer value versus cost ? 特色組合 ? Think in term of feature bundles or packages 2023/1/31 76 CH06 表現(xiàn)質(zhì)量 Performance Quality ? 表現(xiàn)質(zhì)量是指產(chǎn)品主要特點(diǎn)在在運(yùn)用中的水平Performance quality refer to the level at which the product’s primary characteristics operate ? 大多數(shù)產(chǎn)品處于一種 Four performance levels ? Low ? Average ? High ? Superior ? 高與低的關(guān)系： 2023/1/31 77 CH06 ? 公司必須設(shè)計(jì)適合市場(chǎng)和匹配競爭對(duì)手的性能質(zhì)量水平 ? 三種策略 Three strategic ? 不斷改進(jìn) Continuously improve the product PG ? 維持 Maintain product quality at a given level Kang ? 減少 Reduce product quality through time 2023/1/31 78 CH06 一致性質(zhì)量 Conformance quality ? 產(chǎn)品的設(shè)計(jì)和使用與預(yù)定的標(biāo)準(zhǔn)的吻合程度 ? The problem with low conformance quality is that the product will disappoint buyers ? 6000km/ 2023/1/31 79 CH06 耐用性能 Durability ? 是衡量一種產(chǎn)品在自然或在重壓條件下的預(yù)期的操作壽命，是產(chǎn)品的價(jià)值的增加屬性 ? It is value for certain product ? Watch ? Computer 2023/1/31 80 CH06 可靠性 Reliability ? 指在一定時(shí)期內(nèi)產(chǎn)品將保持不壞的可能性 ? Reliability is a measure of the probability that a product will not malfunction or fail within a specified time period 2023/1/31 81 CH06 可維修性 Repair ability ? 是指一件產(chǎn)品出了故障或用壞后可以修理的容易程度 ? Repairability is a measure of the ease of fixing a product when it malfunctions or fails ? Haier 2023/1/31 82 CH06 風(fēng)格 Style ? 是指產(chǎn)品給予顧客的視覺和感覺效果 ? Style describe the product’s look and feel to the buyer ? 風(fēng)格的優(yōu)勢(shì)在于創(chuàng)造了差別 ? Buyers are normally willing to pay a premium for products that are attractively styled ? Package is a styling weapon, especially in food products, cosmetics, and small consumer appliances 2023/1/31 83 CH06 設(shè)計(jì) Design: The Integrating Force ? 設(shè)計(jì)將能提供一種最強(qiáng)有力的方法以使公司的產(chǎn)品和服務(wù)差別化和定位 ? Design is the totality of features that affect how a product looks and functions in terms of customer requirements 2023/1/31 84 CH06 Delivery 服務(wù)差別化 訂貨方便 Ordering Ease Maintenance Repair Customer Training Installation Customer Consulting Miscellaneous Services 2023/1/31 85 CH06 訂貨方便 Ordering Ease ? Ordering ease refers to how easy it is for the customer to place an order with the pany ? Consumer are now even able to order and receive groceries without going to the supermarket 2023/1/31 86 CH06 交貨 Delivery ? 產(chǎn)品或服務(wù)如何送達(dá)顧客手中 ? Delivery refers to how well the product or service is delivered to the customer ? It includes ? 速度 Speed ? 準(zhǔn)確性 Accuracy ? 送貨的過程 Care attending the delivery process 2023/1/31 87 CH06 安裝 Installation ? 指的是確保產(chǎn)品在計(jì)劃地點(diǎn)正常使用而必須做的工作 ? Installation refers to the work done to make a product operational in its planned location 2023/1/31 88 CH06 客戶培訓(xùn) Customer Training ? Customer training refers to training the customer’s employees to use the vendor’s equipment properly and efficiently ? Computer ? 2023/1/31 89 CH06 客戶咨詢 Customer Consulting ? Customer consulting refers to data, information systems, and advising services that the seller offers to buyers. 2023/1/31 90 CH06 維修保養(yǎng) Maintenance and Repair ? Maintenance and repair describes the service program for helping customers keep purchased products in good working order 2023/1/31 91 CH06 多種服務(wù) Miscellaneous Service ? Offer an improved product warranty maintenance contract ? Establish awards 2023/1/31 92 CH06 人員差別化 ? Better trained people ? 稱職 Competence:posses skill and knowledge ? 謙恭 Courtesy:friendly, respectful,considerate ? 誠實(shí) Credibility:trustworthy ? 可靠 Reliability:consistently and accurately ? 負(fù)責(zé) Responsiveness: respond quickly to customers request and problem ? 溝通 Communication: understand 2023/1/31 93 CH06 渠道差別化 ? Coverage ? Expertise ? Performance 2023/1/31 94 CH06 形象差別化 2023/1/31 95 CH06 形象差別 Image Differentiation ? Identity and image need to be distinguished ? 識(shí)別 Identity prise the ways that a pany aims to identify or