第六部分市场细分(科特勒营销管理).ppt

CH06 渠道差别化 Coverage Expertise Performance CH06 媒体Media Atmosphere 气氛 Symbols 符号 Events 事件 形象差别化 CH06 形象差别Image Differentiation Identity and image need to be distinguished 识别Identity comprise the ways that a company aims to identify or position itself or its product 形象Image is the way the public perceive the company or its products Image is affected by many factors beyond the company’s control CH06 Image Differentiation An effective image does three things It establishes the product’s character and value proposition命题 It conveys this character in a distinctive way so as not to confuse it with competitors It delivers emotional power beyond a mental image Beer: shun CH06 标志 Symbols Image can be amplified by strong symbols EX.3M. PG, CH06 媒体 Media The chosen image must be worked into ads and media that convey a story, a mood, a claim It appear in annual reports, brochures, catalogs, the company stationery and business cards CH06 气氛 Atmosphere The physical space occupied by the company is another powerful image generator Hotel Bank Building’s architecture Interior design Layout furnishing CH06 事件 Event A company can build an identity through the events it sponsors Public relation 顶新 百事可乐 CH06 6.3 开发定位战略 1 建立有效的差别的准则 2 开发定位战略 3 推出多少差别 4 推出哪种差别 5 传播公司的定位 CH06 ? 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Positioning + CH06 有效差别化 Differences Worth Establishing 可支付性Affordable 卓越性Superior 盈利性Profitable Preemptive 独占性 独特性Distinctive 重要性Important 1 有效差别准则 CH06 6.3 市场定位 如何差别化 差别化工具 定位战略 CH06 1 如何差别化 How to Differentiate 怎样进行差别化 How to differentiate CH06 一个企业要在竞争中获得竞争优势就必须不断向顾客提供更好，更新，更快和更便宜的产品或服务来创造高的顾客价值。或者说为顾客创造额外价值(extra value)。 更好：指提供物的特征或质量超过竞争对手的提供物。 更新：指提供物解决了以前所没有解决或发现的问题 更快：指能及时让度提供物 更便宜：指使顾客在评价，购买，使用企业的提供物时成本更少。 CH06 帮助客户减少生产成本 改进产量 减少浪费（通过再循环系统等等） 减少重复工作 减少直接劳动力 减少间接劳动力（安装、处理） 减少能源成本 某化工企业利用头脑风暴法找出了十几种能创造顾客额外价值的建议 To Be Continued CH06 帮助客户减少存货 发货(consignment) 及时配送(just-in-time delivery) 减少周转时间(reduced cycle