毕博-管理咨询工具方法-定位你的企业.pptVIP

定位你的企业Positioning Your Business [企业名称] [Business Name] 概述… Overview… 了解你所处的行业是制定战略的第一步 　Understanding your industry is the first stage in the strategy process 第二步包括作出你如何在该行业中进行定位的决定 　The second stage involves deciding how you will position yourself within that industry 竞争的战略… Competitive Strategies… 根据迈克尔E· 波特的理论，有4种竞争战略：According to Michael E. Porter there are 4 competitive strategies: 总成本领先战略－宽泛的市场Cost Leader – broad market 差异化－宽泛的市场Differentiation – broad market 总成本领先战略－专小市场（特殊市场） Cost Leader – narrow market (niche) 差异化－专小市场（特殊市场）Differentiation – narrow market (niche) 在宽泛的市场中竞争… Competing in Broad Markets… 一些企业（尤其是大型企业）会选择在多个目标市场中经营（目标市场根据顾客和行业进行分类）Some businesses (particularly larger ones) choose to operate in a number of industry segments (both in terms of customers and industries) 例如，一个大的酒店企业可能在以下细分市场中经营：For example, a large hospitality business may operate in the following segments: 便宜的酒店住宿Budget Hotel Accommodation 咖啡店Coffee Shops 精细的餐宴Fine Dining 在宽泛的市场中竞争… Competing in Broad Markets… 在每个细分市场中，企业要选择一个定位战略In each segment the business will choose a positioning strategy 重要的是要强调在一个宽泛的市场范围中经营，其本身并不能为企业带来优势 　It is important to note that operating in a broad range of markets does not in itself offer automatic advantages 在专小市场中竞争… Competing in a Narrow Target… 这通常是指定位于专小市场, 或运用独特性战略 　This is often referred to as niche positioning or a focus strategy 许多小型企业选择一个专小市场作为目标市场，因为往往对一个小企业而言，能更灵活地满足顾客的需要 　Many small businesses choose a narrow target since it is generally easier for a smaller business to be more flexible in meeting the needs of the customer 然而为了让企业利用该战略取得成功，其瞄准的市场必须是有吸引力的 　However in order for a business to be successful with this strategy the market which it is targeting must be attractive 总成本领先战略… Cost Leader Strategy… 这是指的是寻求一个在行业中最低成本结构的战略This refers to pursuing a strategy where you have the lowest cost structure in the industry 更低的成本导致更高的盈利能力，但是前提是低成本结果不会显著影响顾客对质量的认知与需求Lower costs results in higher profitability, as long as the lowe