外文翻译---竞争优势定位(编辑修改稿)

外文翻译---竞争优势定位(编辑修改稿)内容摘要：

terms of consistency, durability, reliability, maintenance and so on, their product differentiation. In addition to the specific product differentiation, panies can also make the product along with differentiated services. Some panies rely on fast, or the detailed distribution of and achieve the service differentiation. For example, First Bank has established a prehensive supermarket in the service sector, usually on weekends and at night can also offer the inquiries convenience. Installation services and a pany can be distinguished from the other panies, such as maintenance. Many car buyers in order to provide the best service from the agent to buy a car there will be more willing to spend a little money, running more than a little way. Some panies provide customer service training or advisory services, including consulting services, including the purchase of needed data, information systems and advertising services, in order to differentiate their services. For example, the Mai Kaisen is a major drug wholesalers to 12,000 independent pharmacists to provide advisory services to help them set up accounting, inventory and puterized ordering system, through its customers to pete more effectively, Mai Kaisen The pany won a greater customer loyalty and sales. Differences in the implementation of the channel, the channel39。 s coverage, professionalism and performance will be positive advantages of Caterpillar construction equipment in the industry success is its highly efficient channelbased, and its worldwide dealer To the bestknown services. Avon Products and Dell is characterized by a highquality direct sales channels. El love pet food through the traditional success of its products only in veterinary medicine and pet stores to sell. Company officials can be differentiated strong petitive advantage over petitors that is, better training and hiring staff. As a result, the Disney employees in a friendly and happy and wellknown, prestigious Singapore Airlines was mainly due to its elegant air hostesses. IBM customers have special staff to ensure that the solution is to their needs: The question of who would like to do things, people who understand the situation. Personnel require the pany to differentiate carefully selected contact customers and give them a 11 Very good training. For example, Disney theme park for its staff to conduct allround training to ensure that they are petent, friendly and humble. From the Desk of the total hotel attendants, pilots monorail, to the crew, to the cleaners, who did not know that employees understand customers and customers with clear and pleasant munication, and make requests and the importance of rapid reaction . Every employee is a dream e true and has been training well. Even if the petitors to provide products and services look the same, buyers may be due to the pany or brand image and the difference between feeling different. The pany or brand image should be passed some time characteristics of the product and product, design a strong, the need to highlight the image of creativity and hard work. The pany can not just use a few ads on overnight to an image rooted in the hearts of the public. If the Ritz Carlton hotel represents the quality, then it will be for the image of the pany39。 s all words and deeds reflected. McDonald39。 s golden arches, universal life insurance pany of hungry rock and the pany39。 s Pillsbury dough baby, which will mark the pany or brand awareness and image of differentiated high. The pany may set up around a star brands such as Nike39。 s Air Jordan basketball shoes. Some panies even with the color associated with the establishment, such as IBM (blue), Campbell (alternating red and white) or Kodak (red and white). These selected logo, characters and other elements of the image must pass through a pany or brand personality of the ad to municate. determine the appropriate petitive edge Assuming the pany has been fortunate to find that a number of potential petitive advantage, it must identify the location of its strategy, which must decide on the promotion of a number of differences. The promotion of a number of differences in the number of marketing staff that the pany should be the only goal of a marketing interests. For example, one ad • Rosser Reeves believes that the pany should be designed for each brand39。 s unique marketing plans and always adhere to. Each should choose a brand identity, and that their properties are in the best. Buyers generally easier to keep in mind that the best hungry, especially in such an overmunication society. As a result, Crest toothpaste has been to promote its function 12 moth, Volvo to promote its security. A painstaking study of positioning and consistent, wellknown is likely to be higher, it might be even more firmly to keep in mind. Other marketing staff that the pany should be based on more than one factor in differences in position. If two or more panies in the same features that they are the best, which is very necessary. Today, the mass market is divided into many small market segments, the pany trying to expand their positioning strategy in order to have a more attractive market segments. For example, Unilever introduced the first threeinone soap Lever 2020, can be clean, in addition to flavor and moisten the skin. It is clear that many buyers of the three functions are needed, the problem is to make sure they have a brand to the three functions. Lever 2020 from the great features we can see that Unilever easily defeated a challenge. However, when the pany played up its brand of multifunction, they may be suspect and lost the position. On the whole, the three major panies to avoid positioning errors. The first is the lack of position, that is not true to the pany39。 s position. Some panies find buye。