【正文】 rpillar construction equipment in the industry success is its highly efficient channelbased, and its worldwide dealer To the bestknown services. Avon Products and Dell is characterized by a highquality direct sales channels. El love pet food through the traditional success of its products only in veterinary medicine and pet stores to sell. Company officials can be differentiated strong petitive advantage over petitors that is, better training and hiring staff. As a result, the Disney employees in a friendly and happy and wellknown, prestigious Singapore Airlines was mainly due to its elegant air hostesses. IBM customers have special staff to ensure that the solution is to their needs: The question of who would like to do things, people who understand the situation. Personnel require the pany to differentiate carefully selected contact customers and give them a 11 Very good training. For example, Disney theme park for its staff to conduct allround training to ensure that they are petent, friendly and humble. From the Desk of the total hotel attendants, pilots monorail, to the crew, to the cleaners, who did not know that employees understand customers and customers with clear and pleasant munication, and make requests and the importance of rapid reaction . Every employee is a dream e true and has been training well. Even if the petitors to provide products and services look the same, buyers may be due to the pany or brand image and the difference between feeling different. The pany or brand image should be passed some time characteristics of the product and product, design a strong, the need to highlight the image of creativity and hard work. The pany can not just use a few ads on overnight to an image rooted in the hearts of the public. If the Ritz Carlton hotel represents the quality, then it will be for the image of the pany39。s costs, panies must choose carefully and with petitors To distinguish between the method, if 13 the following conditions are met, the difference is worth the use of: ? The importance of: the difference buyers for the goal, it will be very valuable. ? Notable: The petitors do not, or has an obvious advantage. ? Superiority: the interests of consumers, but superior than the other methods. ? Communication: munication can be the difference, buyers can see. ? Exclusive: petitors can not easily imitate. ? Economy: buyers can afford. ? Profit: the difference between the pany39。s a very low ticket prices, but not the supply of things, not the allocation of seats, there is no travel agent. Of course, more for less must be the success of the value of the position of many panies that claim to do so. For example, Dell Computer that, given the level of performance, their lower prices and better products. P amp。s marketleading microprocessor chip, the production of cheaper models. Many of the personal puter pany, Cloning IBM, and claimed that performance, but the same low price. Less for much less almost always there is such a product: not very good quality, prices will be lower. Few things are needed for each and affordable, the best, in many cases, consumers are not willing to be satisfied with the best performance, or to give up some of the low prices of those fancy things. For example, many travelers find the hotel do not like the unnecessary additional cost, such as swimming pools, cable TV, a subsidiary of the restaurant side or pillow mint. Motel 6 motel chains, such as the abolition of a number of such services, 16 lower fees. More lowquality lowcost refers to the location with lower prices to satisfy consumers with lower performance or quality requirements. For example, Family Dollar and ollar General stores at low prices to sell a lot of cheap goods. Sam39。s position. Some panies find buyers for the pany only a vague understanding of, or do not really know what it is doing the concrete. The second misunderstanding is overpositioning, that is, buyers of the pany39。 the Whirlpool dishwasher to run 10 more quietly。然而，公司必須避免突然的變化，以免使消費(fèi)者感到混亂。市場(chǎng)營(yíng)銷組合（產(chǎn)品、價(jià)格、分銷和促銷）的設(shè)計(jì)，本質(zhì)上是指規(guī)劃出定位策略的戰(zhàn)術(shù)細(xì)節(jié)。因此，在任何市場(chǎng)內(nèi)，一般都會(huì)為許多不同的公司提供空間，每個(gè)公司成功地占據(jù)不同的定位。短期來看，一些公司確實(shí)能做到這樣高起點(diǎn)的定位。 6 號(hào)汽車旅館等汽車旅館連鎖店取消了一些這樣的服務(wù)，因此收費(fèi)更低。并不宣稱提供不同的或者更好的產(chǎn)品。例如：豐田公司就采用“高質(zhì)同價(jià)”價(jià)值方案推出里凌志系列汽車。一個(gè)新的競(jìng)爭(zhēng)者把高價(jià)位的品牌投入一個(gè)行業(yè)時(shí)，消費(fèi)者會(huì)感到驚訝，有時(shí)也會(huì)很欣喜。而淺色的方格代表失敗的價(jià)值方案，中間的方格代表邊緣的方案，即有可能成為競(jìng)爭(zhēng)優(yōu)勢(shì)，也有可能 常委競(jìng)爭(zhēng)劣勢(shì)。盡管新的飲料看起來很不相同，顧客并不認(rèn)為“透明”對(duì)軟飲料有那么重要。 一些公司發(fā)現(xiàn)購(gòu)買者對(duì)公司只有模糊的了解，或者并不真正知道它具體是做什么的。如果兩家或者更多的公司在同樣的特性上宣稱自己是最好的，這種做法就很必要。 推廣多少差異 許多 市場(chǎng)營(yíng)銷人員認(rèn)為，公司應(yīng)該只向目標(biāo)市場(chǎng)推廣一項(xiàng)利益。公司或者品牌的形象應(yīng)該傳遞產(chǎn)品讀有的特點(diǎn)和產(chǎn)品，設(shè)計(jì)一個(gè)強(qiáng)有力的、突出的形象需要?jiǎng)?chuàng)造性和艱苦的工作。 公司可以通過人員差異化獲得強(qiáng)大的 競(jìng)爭(zhēng)優(yōu)勢(shì)，也就是比競(jìng)爭(zhēng)對(duì)手雇用并培訓(xùn)更優(yōu)秀的員工。例如，第一銀行已經(jīng)在超市里建立了全面服務(wù)部門，在周末和平時(shí)的晚上也可以提供查詢便利。但即使是這樣，一些有意義的差異化也是可能的。但是，牢固的定位不能光靠口頭承諾。 2 選擇定位策略 一些公司發(fā)現(xiàn)選擇定位策略很容易。根據(jù)這個(gè)原理，汰漬品牌定位為強(qiáng)力、多用途的家用洗衣劑， Ivory Snow 品牌定位為嬌嫩衣物和嬰兒衣物的溫和洗衣劑。為簡(jiǎn)化購(gòu)買過程，消費(fèi)者把產(chǎn)品分類，在自己心目中將產(chǎn)品、服務(wù)和公司進(jìn)行“定位”。每家公司都要通過建立一套獨(dú)特的利益組合，使自己的產(chǎn)品或服務(wù)差異化，從而吸引細(xì)分市場(chǎng)中的主要群體。 為了找到差異之處，營(yíng)銷人員必須仔細(xì)分析顧客對(duì)公司的產(chǎn)品或服務(wù)的全部經(jīng)歷。這樣的產(chǎn)品能夠在特點(diǎn)、性能或者款式和設(shè)計(jì)上進(jìn)行差異化。一些公司提供顧客培訓(xùn)服務(wù)或者咨詢服務(wù)，包括咨詢服務(wù)，包括購(gòu)買者需要的數(shù)據(jù)、信息系統(tǒng)和廣告服 務(wù)，以使自己的服務(wù)差異化?！比藛T差異化要求公司精心挑選聯(lián)系顧客的人 3 員，并對(duì)他們進(jìn)行很好的培訓(xùn)。麥當(dāng)勞的金色拱門、萬全人壽保險(xiǎn)公司的餓巨巖和 Pillsbury 公司的面團(tuán)寶寶，這些標(biāo)志能夠使公司或者品牌的認(rèn)知度和形象差異化很高。每個(gè)品牌應(yīng)該 挑選一個(gè)特性，并且宣稱自己在這個(gè)特性上是“最好的”。顯然，許多購(gòu)買者三方面的功能都需要，問題是要使他們相信一個(gè)品牌能夠有三項(xiàng)功能。最后，公司要避免混亂定位，它使購(gòu)買者對(duì)公司產(chǎn)生混亂的印象。優(yōu)越性：消費(fèi)者得到的利益相同，但比其他方法優(yōu)越。贏利性：公司宣傳的這項(xiàng)差異可以帶來差異。品牌的整體定位叫做品牌的價(jià)值方案，即品牌定位基于的整體利益組合。麗茲 — 卡爾頓酒店、 Mont Blanc 書寫用具、奔馳汽車都具有優(yōu)越的質(zhì)量、工藝、壽命、性能和款式，價(jià)格自然也與之相配。例如，威廉一索諾馬公司今年賣的最好的產(chǎn)品就是定價(jià) 369 美元的 Dualit 烤面包器，它是一個(gè)手工裝配的機(jī)器，并能給烤面包片保溫 10 分鐘。許多奔馳車主轉(zhuǎn)向去買凌志，而凌志的再次購(gòu)買率達(dá)到了 60%，是行業(yè)平均值的兩倍。例如，AMD 公司和賽揚(yáng)公司仿照英特爾市場(chǎng)領(lǐng)先的微處理芯片，生產(chǎn)較為便宜的型號(hào)。山姆俱樂部五金西南航空公司是美國(guó)國(guó)內(nèi)最為賺錢的餓航空公司，也在實(shí)行低質(zhì)更 低價(jià)的定位。一般 來說，質(zhì) 7 量好就會(huì)成本高，這就使得“低價(jià)”的承諾很難實(shí)現(xiàn)。采用三種失敗的價(jià)值方案（“同質(zhì)高價(jià)”、“低質(zhì)高價(jià)”和“低質(zhì)同價(jià)”）的公司注定會(huì)失敗。這里建立一致、可信的“高質(zhì)高價(jià)”定位的唯一辦法。s perception of the product, and the impression of a mixed feeling, this position is petitive with other products in terms of parison. Consumer product positioning, there can be no busi