市場營銷 外文翻譯 外文文獻(xiàn) 英文文獻(xiàn) 差異化營銷策略.doc

差異化營銷策略實施差異化營銷策略，首先把科學(xué)、縝密的市場調(diào)查、市場細(xì)分和市場定位作為基礎(chǔ)。這是因為，市場調(diào)查、市場細(xì)分和市場定位能夠為企業(yè)決策者提供顧客在物質(zhì)需要和精神需要的差異，準(zhǔn)確地把握“顧客需要什么？”在此基礎(chǔ)上，分析滿足顧客差異需要的條件，要根據(jù)企業(yè)現(xiàn)實和未來的內(nèi)外狀況，研究是否具有相應(yīng)的實力，目的是明確“本企業(yè)能為顧客提供什么？”這一主題材。如果是耐用消費品，應(yīng)以產(chǎn)品差異和服務(wù)差異為主攻方向；如果是目用消費品、食品飲料則應(yīng)以建立形象差異為重點。 差異化策略是一個動態(tài)的過程。任何差異都有不是一成不變的。隨著社會經(jīng)濟和科學(xué)技術(shù)的發(fā)展，顧客的需要也會隨之發(fā)生變化，昨天的差異化會變成今天的一般化。例如人們以前對手表的選擇，走時準(zhǔn)確被視為第一標(biāo)準(zhǔn)，而如今在石英技術(shù)應(yīng)用之后，“準(zhǔn)”已有成為問題，于是人們又把目光集中在款式上；手機一度被視為高收入階層的獨享之物，今天早已進(jìn)入尋常百姓的手中。如果手表生產(chǎn)企業(yè)再把走時準(zhǔn)確作為追求的戰(zhàn)略目標(biāo)，顯然是不宜的。手機廠家再把目光瞄準(zhǔn)款哥、款姐也斷不能取勝。其次，競爭對手也是在變化的，尤其是一些價格、廣告、售后服務(wù)、包裝等方面，是很容易被那些實施跟進(jìn)策略的企業(yè)模仿。任何差異都不會永久保持，要想使用權(quán)本企業(yè)的差異化戰(zhàn)略成為長效藥，出路只有不斷創(chuàng)新，用創(chuàng)新去適應(yīng)顧客需要的變化，用創(chuàng)新去戰(zhàn)勝對手的“跟進(jìn)”。差異化策略是一個系統(tǒng)。以上談到的各種差異化策略只是在形容問題中的人為分類。在具體操作中，經(jīng)營者不僅要根據(jù)行業(yè)內(nèi)競爭態(tài)勢，企業(yè)產(chǎn)品的生命周期，產(chǎn)品的類型實施相應(yīng)的差異化策略。更有必要的是要使差異化策略形成一個系統(tǒng)，全面實施。實施產(chǎn)品差異化，要為顧客提供獨具一格產(chǎn)品，為對手所不能為?；壑卸阃猓€應(yīng)該從包裝到產(chǎn)品的宣傳都顯示出明顯的差異，在顧客中建立難以忘懷的形象。如果是耐用消費品，提供周到的服務(wù)，讓顧客處處感到方便、安全，更是不可或缺的。值得指出的是，任何一種差異化策略的實施都要會出一定的代價，如增加售后服務(wù)項目就要加大銷售成本，加大宣傳力度就要支出一大筆廣告費用，但只要順利達(dá)到預(yù)想的差異化效果，或者能為企業(yè)帶來長遠(yuǎn)的利益，這種選擇就是值得的進(jìn)入二十一世紀(jì)，帶給我們的是信息時代到注意力時代的轉(zhuǎn)變，有了更多更廣更紛繁復(fù)雜的信息，信息以爆炸方式激增，而人們有限的注意力,怎樣才能吸引人們的注意力保證企業(yè)的競爭優(yōu)勢呢？激烈的市場競爭使得企業(yè)為了出售其產(chǎn)品，不惜在營銷手段和方式上不斷出新、出奇，花樣百變，奪人耳目。但是，過猶不及也適用于營銷，營銷手段用的過度也會產(chǎn)生副作用。各種戰(zhàn)術(shù)輪番轟炸，讓人在初感新奇之后，就會產(chǎn)生疲勞與厭惡感。 如何合理的運用營銷策略在注意力經(jīng)濟的環(huán)境下顯得尤為重要。怎樣才能在吸引消費者的眼球，引起注意力的同時又不讓人感覺到乏味無聊，甚至是反感，因此我們要合理的運用營銷手段。 1基于注意力經(jīng)濟下的營銷策略狀況分析 1.1注意力經(jīng)濟的提出 “注意力經(jīng)濟”這一觀點最早見于美國加州大學(xué)學(xué)者RichardA.Lawbam在1994年發(fā)表一篇題為注意力的經(jīng)濟學(xué)（TheEconomicsofAttention）的文章。 最早正式提出“注意力經(jīng)濟”這一概念的是美國的邁克爾戈德海伯（MichaelHGoldhaber）1997年在美國發(fā)表了一篇題為注意力購買者的文章。他在這篇文章中指出，目前有關(guān)信息經(jīng)濟的提法是不妥當(dāng)?shù)?，因為按照?jīng)濟學(xué)的理論，其研究的主要課題應(yīng)該是如何利用稀缺資源。對于信息社會中的稀缺資源，他認(rèn)為，當(dāng)今社會是一個信息極大豐富甚至泛濫的社會，而互聯(lián)網(wǎng)的出現(xiàn)，加快了這一進(jìn)程，信息非但不是稀缺資源，相反是過剩的。而相對于過剩的信息，只有一種資源是稀缺的，那就是人們的注意力。 “隨著互聯(lián)網(wǎng)的發(fā)展,有價值的不再是信息,而是你的注意力?！?這是諾貝爾經(jīng)濟獎獲得者赫伯特西蒙說過的。的確在這個信息爆炸的時代，如何使自己的信息有效的傳達(dá)給目標(biāo)群體就是注意力經(jīng)濟所要研究的問題，同時又要做到適時的切合消費者的心智模式，找到情感上的共鳴。 1.2營銷手段在注意力經(jīng)濟下的例證分析 1.2.12008年奧運的超級營銷 2008年的夏天，讓億萬人銘記，我們國家成功舉辦了第29夏季奧運會，全世界的目光都集中在了中國北京。在這里是各國體育健兒友誼競爭的舞臺，也是我們國家展示國家實力的舞臺，更是各個商機蘊含的源泉。不難發(fā)現(xiàn)很多企業(yè)都用這個舞臺實現(xiàn)了企業(yè)飛騰。 可口可樂、聯(lián)想、GE、韓國三星電子等都成為了北京奧運會的全球合作伙伴，這些品牌遍及了全球范圍，讓各個品牌利用奧運會宣傳自己的同時，也讓北京奧運會走進(jìn)了全世界千家萬戶，讓更多的人關(guān)注了解北京奧運。不能成為全球的合作伙伴，阿迪達(dá)斯、中國石化、海爾、中國網(wǎng)通、搜狐、中國銀行等品牌擇其次成為了合作伙伴、獨家供應(yīng)商、贊助商，也借奧運這股風(fēng)，將品牌影響力帶到了各個角落。 1.2.2過度營銷 “送禮就送腦白金”這句話，大家依然熟悉，我們不可忽視它當(dāng)時帶來的轟動效應(yīng)，大家送禮都送腦白金。鋪天蓋地的廣告，腦白金帶了了保養(yǎng)品的銷售高潮。腦白金也成功的將消費者的眼球吸引住，成功的達(dá)到了注意力經(jīng)濟的目標(biāo)點。然而，時隔不久，觀眾對“腦白金”的“今年過節(jié)不收禮，收禮只收腦白金”和“黃金搭檔”的“送老師、送親友、送領(lǐng)導(dǎo)”廣告很反感，這就是過度營銷帶來的后果，太多的廣告，太多的觀念灌輸，缺乏新的吸引點導(dǎo)致了陳舊帶來的不良影響，給企業(yè)的形象帶來弊端。 2營銷手段的合理運用2.1建立有競爭力的企業(yè)品牌 一個企業(yè)保持競爭優(yōu)勢首先在于創(chuàng)立起企業(yè)的文化，品牌價值，當(dāng)企業(yè)的文化，品牌價值較高的時候，企業(yè)的品牌已是吸引顧客的注意力的有效手段，不再需要過多的廣告來進(jìn)行轟炸式宣傳。像我們熟悉的宜家就帶展示了經(jīng)濟、環(huán)保、方便的家居用品，直接吸引了廣大消費之的注意力；在運動品牌里，我們大家會很自然的想到耐克、阿迪達(dá)斯這樣的國際品牌，因為它們的品牌文化向我們提供了運動的美與健康，吸引著我們的注意力?？梢?，要在注意力經(jīng)濟下得到消費者的青睞，要長期的保持這樣的競爭力，首先就要有強勢的企業(yè)品牌，文化底蘊。 2.2差異化的營銷 當(dāng)產(chǎn)品的同質(zhì)性越來越強的時候，企業(yè)要引起大家的注意力，必然就要體現(xiàn)自己的不同。差異化意味著與眾不同、獨樹一幟、獨一無二。差異化策略凸現(xiàn)了產(chǎn)品的優(yōu)勢,差異化才能引起大眾的關(guān)注,才能掠奪大眾的注意力。差異化有多種實現(xiàn)方法,不管是產(chǎn)品包裝、功能、價格、廣告甚至精神文化理念等,我們都有可能找到差異化的突破點。 比如我們所熟悉的飲料“王老吉”，既是在功能上的創(chuàng)新，也是品牌個性上的創(chuàng)新，一般飲料的功能是解渴，王老吉在其中加入“預(yù)防上火”的功能,除了解渴,還能防止上火。王老吉作為第一個預(yù)防上火的飲料推向市場，打破了長期以來人們對飲料的觀念，新功能的增加，受到了大部分人的認(rèn)同和喜愛。 在注意力經(jīng)濟時代,企業(yè)需要想方設(shè)法吸引消費者的眼球，在成功吸引眼球的同時不能引起大眾的反感，企業(yè)就要合理的運用營銷手段，恰如其分運用好各種營銷的戰(zhàn)略戰(zhàn)術(shù)，才能使企業(yè)獲得企業(yè)競爭優(yōu)勢。同時社會是不斷發(fā)展的,市場環(huán)境也不斷變化,消費者、競爭對手也都在不斷地變化調(diào)整著，自己的差異化競爭優(yōu)勢也可能明天就被人模仿，那么企業(yè)自身一地要不斷的變化，求實創(chuàng)新，保持差異化。 Differentiation marketing strategyImplementation 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 Tiaojian 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 Shouru 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 manufacturers shall then brother, sister models also can never win. Second, competition is also changing, especially some of the price, advertising, service, packaging and so it is very easy to follow up the implementation of strategies that companies imitate. Any differences will not be permanently maintained, in order to use the power of the companys differentiation strategy as long-acting drugs, the solution is only continuous innovation to meet customer needs with innovative changes, using innovation to beat the follow-up. Differentiation strategy is a system. The differences in the above mentioned strategy was describing the problem of human classification. In actual operation, the operator not only according to industry competition, and enterprise product life cycle, the implementation of the appropriate type of product differentiation strategy. More necessary to make the differentiation strategy is a systematic and comprehensive implementation. Implementation of product differentiation, to provide customers with a unique style products, rivals can not. Hui in the show, it also should promote the product from the packaging to show significant differences are in the customer create an unforgettable image. If consumer durables, to provide good service for customers everywhere are convenient, safe, it is indispensable. It is worth noting that any differences in the implementation strategy must be a certain price, such as increasing the service project would increase the cost of sales and step up publicity to pay for the cost of a large amount of advertising, but as long as progress was the desired effect of differentiation, or to bring long-term benefits for the enterprise, this option is worth it.Into the twenty-first century is the information age has brought us to the attention of the times change, broader and more complex with more information, the information explosion means to surge, and people with limited attention, how can we attract people attention to ensure the competitive advantage? Intense competition in the market allows companies to sell their products at the way in marketing and constantly new, surprising and amazing tricks, won for them. But too far also applies to marketing, marketing will also have side-effects of excessive use. Bombarded with a variety of tactics, people feel strange at first before we can produce a sense of fatigue and disgust. The reasonable use of marketing strategies in the attention economy of the environment is very important. How to attract the attention of consumers, causing people to feel that attention without boring, even offensive, so we have to a reasonable use of marketing. 1 Based on marketing strategy in Attention Economy Analysis The proposed 1.1 Attention Economy Attention Economy This view was first seen in the University of California scholar Richard A. Lawbam published in 1994 entitled attention economics (The Economics of Attention) article. The first official presentation of the attention economy concept is the United States, Michael Gedehaibo (Michael H. Goldhaber) 1997 in the United States published a paper entitled Attention buyers, the article. In this article he pointed out, the current information economy was not appropriate, because according to economic theory, the main topics of their research should be how to use scarce resources. For scarce resources in the information society, he believes that todays society is a great wealth of information and even run rampant, and the Internet, to speed up this process, information not only not the scarce resource, the opposite is the surplus. The relative excess of information, only one resource is scarce, it is the peoples attention. With the development of the Internet is not valuable information, but your attention. This is the Nobel Prize-winning economist Herbert Simon said. Indeed, in this era of information explosion, how to effectively communicate their message to the target group is the attention economy to study the issue, at the same time to achieve timely mental models to meet consumers find the emotional resonance. 1.2 marketing in the example of Attention Economy 1.2.1 The 2008 Olympic super-marketing The summer of 2008, hundreds of millions of people in mind, our country successfully hosted the 29th Summer Olympic Games, the worlds eyes are on Chinas Beijing. Here is the friendship between athletes competing national stage, but also show our countrys national power stage, it is the source of all business opportunities contain. Is not difficult to find a lot of companies are using this stage to achieve the business soar. Coca-Cola, Lenovo, GE, Samsung and so become a global partner of the Beijing Olympic Games, these brands across the global scope, use the Olympics to promote their various brands, but also for the Beijing Olympics into thousands of households around the world, so that more people are concerned about the Beijing Olympics. Can not become a global partner, adidas, Sinopec, Haier, China Netcom, Sohu, followed by the Bank of China and other brands to become the partner selection, exclusive suppliers, sponsors, and the Olympic Games that shares the wind, the brand brought to all corners of the force. 1.2.2 Over Marketing Gifts would send melatonin, that is, we still know, we can not ignore it caused a great sensation, then we have to send a gift melatonin. Omnipresent advertising, melatonin brought an upsurge in sales of skin care products. Melatonin has also successfully attracted the attention of consumers, the success of reaching the goal point attention economy. However, long after that, the audience, melatonin and does not receive this years festive, gifts received only melatonin and the golden couple of sending teachers to send friends and relatives, sent to lead ads are offensive, and this is over the consequences of marketing, too many ads, too many ideas indoctrination, lack of new attractions has led to the adverse effects of old, to bring the image of corporate malpractice. 2, proper use of marketing tools 2.1 The establishment of a competitive brand First of all, a company maintain a competitive edge is created from the corporate culture, brand value, when the corporate culture, when a high brand value, corporate branding is to attract the attention of customers an effective means of advertising is no longer required too much bombing-style propaganda. IKEA as we are familiar with shows on the economic, environmental, and convenient household items, large consumption of directly attracting attention; in the sports brand, we thought we would be very natural for Nike, Adidas such international brand, because their brand culture provides us with the beauty and health campaign to attract our attention. Can be seen in the attention economy to get consumers to maintain such long-term competitiveness, we must first have a strong corporate brand and culture. Differentiated marketing 2.2 When the growing homogeneity of the product when the market will have everyones attention, certainly must reflect their different. Differentiation means that different, unique, unique. Product differentiation strategy highlights the advantages of differentiation can lead to public concern, to plunder the publics atten