【正文】 價 公司 想要進攻競爭對手的高質(zhì)高價品牌，可以推出質(zhì)量相當(dāng)而價格較低高質(zhì)高價 高質(zhì)同價 高質(zhì)低價 同質(zhì)低價 低質(zhì)更低價 6 的品牌。 “只提供極品”的商家在每種產(chǎn)品和服務(wù)行業(yè)中都會存在，從旅店、飯館、食品、服飾到汽車和廚房用品。圖中，五個深色的方格代表成功的價值方案，即使公司獲得競爭優(yōu)勢的定位。一些年前，百事公司推出了透明的水晶百事，顧客也沒留下什么印象。專有性：競爭對手不能輕易模仿。重要性：差異對于目標(biāo)購買者來說是非常有價值的。第一是定位不足，即根本沒有對公司做出真正的定位。 其他市場營銷人員認為，公司應(yīng)該根據(jù)一個以上的差異因素進行定位。 確定適當(dāng)?shù)母偁巸?yōu)勢 假設(shè) 公司很幸運地發(fā)現(xiàn)了幾個潛在的競爭優(yōu)勢，現(xiàn)在，它必須確定哪些是其定位策略的基礎(chǔ)，必須決定要推廣哪幾項差異。 即使競爭對手提供的產(chǎn)品和服務(wù)看起來一樣，購買者可能因公司或者品牌形象的差異而感覺不同。愛姆寵物食品通過違反傳統(tǒng)獲得成功，其產(chǎn)品只在獸醫(yī)和寵物商店出售。一些公司依靠快捷、方面或細致的配送，實現(xiàn)了服務(wù)的差異化。我們發(fā)現(xiàn)產(chǎn)品實體幾乎沒有什么差別，比如雞肉、鋼鐵和阿司匹林。公司把自己的定位為選定的目標(biāo)市場提供最大價值，公司就獲得了競爭優(yōu)勢。同時，它們也必須設(shè)計市場營銷組合來實現(xiàn)策劃中的定位。產(chǎn)品定位是消費者根據(jù)產(chǎn)品的重要屬性定義產(chǎn)品的方法，或者說是相對于其他競爭產(chǎn)品而言，產(chǎn)品在消費者心目中占有的位置。產(chǎn)品的定位是消費者對產(chǎn)品的感知、印象和感覺的混合，這種定位是與其他競爭產(chǎn)品比較而言的。 定位工作包括三個步驟：識別定位可能基于的一系列競爭優(yōu)勢，確定適當(dāng)?shù)母偁巸?yōu)勢和選擇整體定位策略。聰明的公司能夠在與顧客發(fā)生聯(lián)系的每一處，都找到使自己差異化的方法。因此，沃爾沃提供更新、更好的安全特性；惠而浦的洗碗機運行更為安靜；博世話筒定位在驚人的設(shè)計特 性。例如，麥凱森公司是一家主要的藥品批發(fā)商，以 萬名獨立藥劑師提供咨詢服務(wù)，幫助他們建立會計、存貨和電腦化訂購系統(tǒng)，通過使其顧客更有力地參與競爭，麥凱森公司獲得了更大的顧客忠誠和銷售額。例如迪斯尼公司對其主題公園的員工進行全方位培訓(xùn)，以確保他們能干、謙遜和友善。公司可能圍繞 某位明星建立品牌，如耐克公司的飛人喬丹籃球鞋。購買者一般更容易記住最好的，尤其是在這樣一個過度溝通的社會。從 Lever 2020 的巨大功能可以看出，聯(lián)合利華輕松地戰(zhàn)勝了挑戰(zhàn)。例如，過去十年中，漢堡王公司實際進行了六場毫無關(guān)聯(lián)的廣告宣傳活動，主題從“有呆子才不在這里吃飯”到“有時你要換個胃口”和“吃漢堡、看電視”。 許多公司推出的差異，并不滿足上述一個或多個標(biāo)準(zhǔn)，新加坡的 Westin Stamford 飯店在廣告中宣傳自己是世界上最高 的飯店，而這項對于很多旅行者來說并不重要，事實上，許多人反而不去了。“為什么我要購買你的品牌？”而這 5 就是對消費者問題的回答。它們不僅具有上等的質(zhì)量，而且給購買者帶來了聲望。 但是，“高質(zhì)高價”品牌也容易受到攻擊。 同質(zhì)低價 “同質(zhì)低價 ”可能是一種強大的價值方案，因為每個人都喜歡好的交易。許多個人電腦公司生產(chǎn)“克隆 IBM”，并聲稱性能相同但價格低廉。它的機票價格非常低，但是不供應(yīng)事物，不分配座位，也沒有旅游代理。試圖做好兩方面的公司會輸給更專注于某一方面的競爭對手。這種情況下，顧客很快會意識到他們吃虧了，還會轉(zhuǎn)告其他人，并放棄這個品牌。 公司常常會發(fā)現(xiàn)找到好的定位策略比較容易，而實現(xiàn)它就不那么容易了。s positioning themselves for the selection of target markets to provide the greatest value, the pany received a petitive advantage. However, the strong position you can not rely on oral promises. If the product positioning the pany to provide the best quality and service, it must give consumers the quality and mitment to service. As a result, in fact, positioning the pany began marketing the product or service differentiation in order to give consumers greater value than petitors. In order to find differences, marketers have to carefully analyze the customers of the pany39。s golden arches, universal life insurance pany of hungry rock and the pany39。s tallest hotel, and for many travelers, this is not important, in fact, many of the Instead, the people do not. Polaroid introduced the remarkable speed Polaroid camera family also failed. While this is not the same as with other products, but also very exclusive, but other than the production of action the portability of the camera, it will be some difference. Some years ago, Pepsi introduced Pepsi transparent crystal, customers did not leave any impression. Despite the new look very different drink, customers do not think that transparency of soft drinks are so important. Therefore, the choice depends on the product or service orientation of the petitive advantage it is very difficult, and the final selection and success is closely related to. Select the overall positioning strategy General consumers will choose to maximize the value of their products or services, marketing officers hope that the products or services in accordance with its key interests, as opposed to petitors of the brand positioning. The overall brand positioning program called brand value, brand positioning that is based on the overall interests of the portfolio. Why do I have to buy your brand? And this is the answer to consumers. Volvo39。s laundry agent claims to be the best cleaning ability, the price is not high. In the short term, some panies will be able to achieve such a high starting point position. For example, Home Depot has just opened, have the best products and services, and with the local hardware store and other household goods stores, the price is lowest. However, in the long run, panies will find the best of both worlds insist on this position is difficult. In general, the cost will be highquality, which makes low mitment is very difficult to achieve. Trying to do a good job of both panies will be lost to focus more clearly on the one hand, to a petitor. For example, in the face of workers with disabilities easy petition, Home Depot would have to decide in the petition on service excellence, or at a lower price petition. As we all know, each brand must be of service to its target market demand for positioning strategy. High quality at high prices to attract a target market, and more lowquality lowcost to attract other target markets, and so on. As a result, in any market, usually for a number of different panies to provide space for each pany to successfully occupy a different position. It is important for each pany must design its own success hungry positioning strategy, specialized services to its customer goals. With the same price will not bring any petitive advantage, it will only make the pany was caught in. In three of the failure of the value of the program ( the same highvalue, highvalue lowquality and lowquality with the price), the pany is doomed to fail. Under such circumstances, customers will 17 soon realize that they lose the will to the other, and to abandon the brand. 3 Communication and transmission of the selected location Once the pany has selected a location, the pany must take effective measures to promote the objectives of this customer orientation. All of the pany39。s products may be used to position the value of five successful programs: more for more, more for the same, the same for less, less for much less, more for less price more the same less more the same less More for the more refers to the location to provide the highest quality of products or services and to develop a higher price to pensate for higher costs. Ritz Carlton Hotel, Mont Blanc writing instruments