营销策划的四步曲2--核心真谛的再造（国外英文资料）.docVIP

营销策划的四步曲2--核心真谛的再造（国外英文资料） In 1990, prominent American management scholars, prahalde and hamel, put forward the idea of core competence, which was also cited as the full name. They think, with the development of the world changes, increased competition, shortened product life cycle and the strengthening of global economic integration, the success of a business is no longer due to short or accidental product development or a brainwave market strategy, but the enterprise core competitive ability of the external performance. According to their definition, core competence is a unique skill or skill that enables a company to bring special benefits to its clients. The core essence of interpretation is also called core competitiveness. First of all, it can well realize the value of what customers value, such as: can significantly reduce costs, improve product quality, improve the service efficiency and increase the effectiveness of the customer, thus brings to the enterprise competitive advantage. SONYs core competency is miniatinization, which gives customers the core benefit of carrying them. Fedexs core capabilities are extremely high level of logistics management, and its core benefit to customers is immediate delivery. Secondly, core competence must also is peculiar to the enterprise, and is difficult to imitate rivals, that is to say, it is not like materials, machinery and equipment can buy in the market, but it is difficult to move or copy. This inability to emulate can generate above-average profits for businesses. Finally, the core competence is also malleable and can be applied to many different tasks at the same time, enabling enterprises to meet the needs of customers in a wide range of areas. Such as: Canon company using its optical lens imaging technology and the core competitiveness of microprocessor technology, successfully entered the photocopiers, laser printers, cameras, scanners, and fax machines and so on more than 20 products; Hondas core expertise