从竞争优势到核心管理价值（From competitive advantage to core management value）.docVIP

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从竞争优势到核心管理价值（From competitive advantage to core management value）.doc

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从竞争优势到核心管理价值（From competitive advantage to core management value）

从竞争优势到核心管理价值（From competitive advantage to core management value） The difference of brand positioning brand first clear competitive advantage, and then extracted the core value of the brand from the competitive advantage. Brand positioning is the core value of the brand is rooted in the minds of consumers. (a) a clear brand competitive advantage Specifically, a clear brand competitive advantage must pay attention to the following three questions: how to position the brand competition? The target market is a sufficient number of consumers desire to what extent, still need what? According to the brand positioning of competitors and potential consumers of real interest, the enterprise should do what? In order to solve these three problems, the enterprise research must by all means, systematic design, collection, analysis and report information on the above issues and research results. Through the solution of the above three problems, the enterprise can clear their competitive advantage in where. (two) the relative competitive advantage selection The relative competitive advantage is the ability of the brand is better than competitors. This ability may be available, may also be potential. Accurate selection of the relative competitive advantage, need all aspects of brand strength compared with competitors. Indicators should be a relatively complete system, the only way to accurately select the relative competitive advantage. The usual method is the ability analysis, compared with competitors in the following aspects: (1) management. Is the quality of the managers, including leadership ability, decision-making ability, planning ability, control ability, innovation ability, organization and coordination ability and personal experience strain index. (2) technology development. The main resource analysis techniques (such as patents, know-how etc.), technical means, technical staff capacity and funding adequacy index. (3) logistics management. The main analysis methods of pr