差异化应该注意什么（Differentiation should pay attention to what）.docVIP

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2017-09-03 发布于河南
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差异化应该注意什么（Differentiation should pay attention to what）.doc

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差异化应该注意什么（Differentiation should pay attention to what）

差异化应该注意什么（Differentiation should pay attention to what） Meet demand 1, to have customer value. What does differentiation ultimately mean? Is it to avoid competition? No, it is to meet the demand and satisfy the customers demand that the competitor has not satisfied! Demand is always more important than competition. Therefore, we should not differentiate for the sake of differentiation. The first thing we should ask is what the customers do not meet Such differentiation can bring value to the customer, otherwise you are differentiated, but the customer thinks he has nothing to do with it, then it is troublesome. For example, once a drink called fifth season, but also vigorous publicity, but failed, rest. There are only four seasons in a year. The fifth season should never be in the world. Is it enough? Very fresh! But what does it have to do with people? Is it a different mood? Farfetched。 The market wont pay for this difference, even if it works hard. Many different planners do not recognize its difference without customer value, many indeed argue is not clear, more or less can bring some benefits to the customer, said no customer value is justified. So, are they all right? Otherwise, what is the problem? We know that Wahaha has promoted a drink called vitamin water, but it has not been successful. It contains vitamins, than those who do not contain vitamin water? The market feedback is fancy vitamin consumers will choose fruit drinks, no matter what you say, consumers believe that the juice drink more water than you Vitamin vitamin, so, even to the Wahaha companies such this brand will not move. What does this example tell us? In theory, there is not enough value, must be in the market comparison, there are customers need value. What is the value of a water drink in the market? At first, the farmer spring natural water, including the earlier robust 27 layer purification is to grasp the customer demand, how to innovation, the difference today? Of course, the answer