差异化营销策略-外文翻译.pdfVIP

外文翻译 原文 Title ：differentiated marketing strategy Material source：[U ．S．] ? Philip Kilter ， Mea Qinghai translation. Marketing Management [M] ．Century Publishing Group ， Shanghai Peoples Publishing House， 2003 p256—p259 Author ： Philip Kilter Implementation of differentiated marketing strategy，first of all the scientific ， careful market research， market segmentation and market positioning as a basis．This is because market research，market segmentation and market positioning can provide customers with enterprise decision-makers in material differences between the needs and spiritual needs，and accurately grasp the ＂customer needs what ？＂ On this basis，analysis to meet customer needs Ionian difference ， according to the present and future business conditions inside and outside，whether the corresponding strength of purpose is clear， ＂the company can provide customers with what？＂The subject material．If consumer durables and services should be based on product differentiation between the main direction；if it is present with the consumer goods，food and beverage to create the image difference should be the focus．Differentiation strategy is a dynamic process．Any differences are not static．With the socio-economic and scientific and technological development，the needs of customers can be changed，the difference yesterday，of today will become generalized．For example，people watch previous choices，and take the accuracy Pi Shiwei first standards，now in quartz Jishu applications once and ＂associate＂has become a question，so people focus more on style，on again；phone once regarded as high Shore exclusive class of objects，and today well into the hands of ordinary people．If the watch manufacturer as the pursuit of accurate time and then the strategic objectives，is clearly inappropriate．Sights on mobile phone ma