如何获取营销渠道的竞争优势外文翻译.docVIP

外文翻译 How to obtain the competitive advantage of the marketing channel Material source：Marketing science Author: Michael·J·Etzel Enterprises must decide in competition for the effects of various factors, to create a profitable and viable competitive position of superiority, that competitive edge, so that it can stand on the market, beat the competition. According to the well-known management expert Michael · Porters discussion and analysis of business there are two basic types of competitive advantage, namely cost leadership and character. Cost leadership is an enterprise creates value because the process of production and operation costs than its competitors get the advantage. If a company can achieve and maintain full cost leadership, then, as long as it can make the price equal to or close to the average price level of the enterprise, where the industry will be the advantage of above-average business, the competitive advantage of its low cost will be translated into the reality of high-yield returns. Feature is the extensive attention of enterprises in some of its customers are seeking to achieve unique in the industry, but also that its production business process Dute Xing. Enterprises, through its unique production and business activities, ingenious to meet the needs of their customers, and get premium rewards. Competitive advantage comes from the company in product design, production, marketing and logistics and other value-creating process carried out by a number of interrelated activities, each of these activities can help to consolidate the companys relative cost position characteristics of the image as the basis. Commodity distribution business marketing activities are an important part of product distribution channels and functions performed by the products value chain, a key part of the enterprise was an important source of some advantage. The cost advantage of marketing channels The status of product marketing channels, the cost of production v