开山集团压机技术创新和战略定位.docx

开山集团压缩机技术创新和战略定位Compressor technology innovation and strategic positioning of Kaishan Group公司战略与定位Corporate Strategies andPositioning A 品牌定位A, Brand positioning 机械设备也有品牌问题。“目前在高端空压机市场，开山已将同国际顶尖厂商的价格差距，从原来的30%～40%拉低到了百分之十几——这已经很不简单;不过值得一问的是，同样甚至是更好的产品和服务，为什么不能卖同等的价格?比较合理的解释可能是，客户愿意为某些品牌支付溢价!”Branding issue also matters in machinery equipment field. “In today’s high-end air compressor market, the product price gap betweenKaishan and the leading international manufacturershas been cut from 30% ~ 40%to about 10%, which surely is aremarkable achievement. However, what still worthy of consideration, is that why products and services with equal quality or even bettercan’t have the same price? One possible explanation may be that customers are willing to pay a premium for certain brands!”曹克坚正试图强化市场对这一优势的认知，“把‘节能’作为开山压缩机品牌的独特定位，要让用户一提起开山就想到它是最节能的。”可以判断，曹克坚是一个市场营销高手，对于定位理论有深刻理解。Cao Kejian is trying to improve the market recognitionfor the above advantage that Kaisha offers, Energy Saving has been defined as the unique featureinKaishan compressor branding, its objective is, whenever the name of Kaishan emerged, customers will associate it with the best energy saving product.There is a good reason to believe, that Cao Kejian is a marketing master with deep understanding of the positioning theory.B 商业模式B Business mode“为此，开山在销售模式上也做出了创新。为了“让广大用户比较直接地认识到什么是真正的节能产品”，开山祭出了一个杀手锏——推行合同能源管理服务模式。“For the same reason, Kaishanalso introduced ainnovative sales model. To ‘help our customers have a direct understanding of what a real energy-saving product looks like’, Kaishanfiredits silver bullet - promote‘EMC-Energy Management Contract’ service. “简单来讲，就是在推广节能产品的初期，我不用你出一分钱，只要你告诉我你现在在用的螺杆空压机每个月的用电量是多少，我免费为你更换一台开山的节能螺杆空压机，然后用每个月节省下来的电费作为购机和服务费用，直至付清。”“Simply speaking, in the early stage of the energy-efficient products promotion, you do not need to pay a penny, all you have to do is tell us your monthly electricity consumption with your current screw compressor, we will offer you anenergy-sa