错位竞争策略与中小型工程机械制造商（Dislocation competition strategy and manufacturers of small and medium sized construction machinery）.docVIP

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错位竞争策略与中小型工程机械制造商（Dislocation competition strategy and manufacturers of small and medium sized construction machinery）.doc

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错位竞争策略与中小型工程机械制造商（Dislocation competition strategy and manufacturers of small and medium sized construction machinery）

错位竞争策略与中小型工程机械制造商（Dislocation competition strategy and manufacturers of small and medium sized construction machinery） The definition of the regional market must be different from the big brands, according to the authors point of view, small and medium-sized enterprises to define the regional market in the region (i.e., prefecture level administrative region) as the basis, extending down to the county administrative district, to be extended to the combination of several areas (such as the North Hebei region of Jiaodong Peninsula, etc.). As a result, the regional market range narrowed to the regional level administrative area, can effectively identify the big brands of the blank market, so as to establish their own base areas. From another perspective, the regional market less choice of small and medium-sized enterprises is not, to concentrate its limited resources to do a good job market. B) select different levels of market The regional market is divided by the size of the administrative area, and the hierarchy is divided by the purchasing power of customers. In mid 90s, the author found that when the market research is a well-known TV companies, because purchasing power differences, we are familiar with the TV brand just city market has a high share of the rural market is another big picture, there are still many we have never heard and seen the so-called inferior the TV in there, also have a lot of sales. Construction machinery market is the same in Shandong, Qingzhou, in addition to the well-known loader manufacturers SEM Machinery, there are still a lot to the production of small and micro loader as the leading products of small and medium sized enterprises. Although these enterprises do not have any popularity, but it does not affect the enthusiastic demand of rural customers for them. Among them, the largest enterprise has reached 3000 units per year. For enterprises, it is not important to be a famous champion or an invisible champion, but the key is to be t