企业定位工作手册

POSITIONING YOU BUSINESS WORKBOOK

的客户服务水平也是他们区别于同行的重点呢？应该会有很多吧！
Differentiation is all about perception.  It is very difficult to actually identify truly unique
points of differentiation.  For example, you may consider that the level of service that
you provide is your point of differentiation.  However, how many of your competitors, if
asked, would also say that customer service is their point of differentiation.  Probably
several!

因此，差别化战略的关键是确定那些与客户利益（当作出购买决定的时候）息息相关的
方面，然后给自己定位，让客户觉察到你在这一领域的不同之处。成功的差别化战略能
提升产品的价格。
Therefore the key to differentiation is to identify those things that customer’s value
(when making a purchase decision) and then position yourself so that customers
perceive you to be differentiated in this area. Successful differentiation will enable you
to charge a price premium for your products.

许多小企业都选择在专小的市场中经营。这是因为他们很难得到足够的资源来支持其在
一个宽泛的市场环境中竞争。除此之外，小企业会发现他们更容易在专小市场中竞争，
因为他们的规模决定了他们可以更加灵活地运作。
Many small businesses choose to operate in narrow market segments (niche). This is
because it is often difficult for them to find the resources to effectively compete in a
broad range of markets. In addition, small businesses often find it easier to serve niche
markets because their size enables them to be more flexible.

1. 贵企业是在一个宽泛的市场，还是一个专小的市场中运作？

Do you operate in a broad or narrow range of markets?

______________________________________________________________________

2. 企业目前采用什么样的竞争战略, 如专小市场的总成本领先战略或宽泛市场的差

别化战略?

What competitive strategies do you currently use e.g. niche cost leader or broad

market differentiated etc?

IFC-CPDF

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区别之处

清晰的价值所在

DIFFERENTIATION

Articulate value

无法生存

公司不盈利

UNSUSTAINABLE

Firm not profitable

价格领导者

符合质量要求

PRICE LEADER

Meet quality

无法生存

顾客不愿购买

UNSUSTAINABLE

Consumers will not buy

低质量

Low Quality

高质量

High

Quality

高价格

High Price

低价格

Low Price