MBA 市场营销8章-positioningcompetition.ppt

* * * * * * * * * * * * * * * 5 * * 2007年全球销量 * * * * 品牌资产价值 * * 2008年品牌资产价值 * * * * * * * * 5-* Specific Attack Strategies Price discounts Lower-priced goods Value-priced goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing-cost reduction Intensive advertising promotion 5-* Competitive Marketing Strategiesfor Market Follower Runner-Up Firms that Want to Hold Their Share Without Rocking the Boat Counterfeiter Cloner Adaptor Imitator 在资本密集的同质性产品的行业中，市场跟随者策略是大多数企业的选择。这些行业的主要特点是： （1）产品的同质程度高，产品差异化和形象差异化的机会较低； （2）服务质量和服务标准的趋同； （3）消