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Essay代寫范文-Positioning Strategies

發布時間:2021-03-06 15:55:43 閱讀:1049

案例簡介

  • 作者:致遠教育
  • 導讀:本文是一篇Essay代寫范文,本文主要討論了企業定位策略。這篇論文首先講述了定位策略的概念以及定位時要考慮的問題。文章同時還講述了顧客分析,市場分析,內部分析以及競爭分析與定位策略的聯系。
  • 字數:2477 字
  • 預計閱讀時間:8分鐘

案例詳情

本文是一篇Essay代寫范文,題目為:Positioning Strategies,本文主要討論了企業定位策略。這篇論文首先講述了定位策略的概念以及定位時要考慮的問題。文章同時還講述了顧客分析,市場分析,內部分析以及競爭分析與定位策略的聯系。

企業定位策略

Positioning strategies are critical to the business (Diana 2018). As the difference in people's needs grows, it is impossible for a company to perfectly meet the needs of different consumers at the same time. Even if all the resources can be spent to satisfy consumers, this is not an effective economic benefit pursued by the company. This paper first describes the concept of positioning strategy and the issues to be considered when positioning. The article also describes the relationship between customer analysis, market analysis, internal analysis, competitive analysis and positioning strategy.

定位策略對于企業來說至關重要。隨著人們需求的差異化不斷增大,一個企業不可能同時完美的滿足不同消費者的需求。即使可以花費所有資源去滿足消費者,但這也不是企業追求的有效的經濟效益。這篇論文首先講述了定位策略的概念以及定位時要考慮的問題。文章同時還講述了顧客分析,市場分析,內部分析以及競爭分析與定位策略的聯系。

The positioning strategy is defined by the company's use of advertising to create a distinctive feature that distinguishes the company's products or services from other competing products, so that products and services can establish their unique attributes and values ??in the minds of consumers (Diana 2018). The purpose of the positioning strategy is to enable the company to occupy a unique position in the minds of consumers and to create a sustainable trend in the minds of consumers, so that the company can obtain a favorable market competitive position. Since the company cannot meet the differentiated needs of all consumers, the positioning strategy should be single, that is, only serve one or several types of users (Lovelock & Wirtz 2011). At the same time, this positioning must be able to distinguish the company from other competitors. In fact, the concept of positioning is not limited to the company's services or products. Lovelock & Wirtz (2011) said that the positioning strategy also includes the company's analysis of current services, such as what the current company's products represent in the minds of consumers and potential consumers, who is the current and future users of the company, what is the target market for the current service, and the difference between the company's products and competitors, and also the changes that companies need to make in order to remain competitive. In general, positioning is divided into three types: function, symbol and experience position (Venter, Wright & Dibb 2015). For example, Tesla's positioning is a high-end luxury sports car, this positioning meets the needs of consumers to use the car to display their status. This positioning differentiates Tesla from other new energy vehicle competitors and accounts for a large share of the high-end automotive market (Alghalith 2018). A study of 101 companies in the United States found that companies that use competitive positioning strategies have higher profitability than those that are not clearly positioned (Diana 2018). This fully illustrates the importance of positioning.

定位策略的定義是公司利用廣告宣傳,為公司的產品或服務創造一種能區別于其他競爭產品的特色,從而使產品和服務在消費者心中樹立其獨特的屬性和價值觀。定位策略的目的在于公司讓其產品占據消費者心目中獨特的地位以及在消費者心中創造可持續發展的趨勢,從而使公司獲得有利的市場競爭地位。由于公司無法滿足所有消費者的差異化需求,所以定位策略應該是單一的,也就是僅僅為一類或幾類用戶提供服務。同時,這個定位必須是能夠讓公司明顯區別于其它競爭對手。實際上,定位的概念不僅僅局限于公司的服務或產品。它還包括了公司對當前服務的分析,如當前公司產品在消費者和潛在消費者心中代表什么,公司目前和未來的用戶是誰,當前服務的目標市場是什么,公司產品與競爭者有何不同,以及為了保持競爭地位公司需要做出的改變。一般來說,定位分為功能,象征和經驗位置這三種類型。比如說,特斯拉的定位是高端豪華跑車,這種定位滿足了消費者利用汽車來顯示自己身份地位的需求。這種定位讓特斯拉區別于其他新能源汽車競爭者,占據了很大一部分高端汽車市場的份額。美國對101家企業進行研究發現,采用競爭定位策略的企業比沒有明確定位的企業的盈利能力更高。這充分說明了定位的重要性。

In marketing theory, the three core elements of positioning strategy are market segmentation, target market and market positioning (Lovelock & Wirtz 2011). They are called STP and are the cornerstone of their positioning strategy. They are directly linked to STP through customer analysis, market analysis, internal analysis and competitive analysis, and thus indirectly associated with positioning strategies. Market segmentation refers to the division of consumers into different market segments by relying on differences in consumer demand (Krause & Battenfeld 2019). Market segmentation includes market analysis and customer analysis, while market analysis includes analysis of customers. The basic forms of market segments are geographic segmentation, demographic segmentation, psychological segmentation, and behavioral segmentation (McDonald 2013). Geographic segmentation is to segment the market according to the geographic location and natural environment of the consumer. For example, the overall market is divided into different market segments according to differences in country, region, city size, climate and population density (Asiedu 2019). For example, Haier mainly sells refrigerators in the US market according to the lifestyle habits Americans prefer to buy a lot of food at one time (Venter, Wright & Dibb 2015). Population segmentation is based on demographic variables such as age, gender, income, occupation, education, religion, and nationality (Asiedu 2019). For example, the bubble gum market in Japan is monopolized by Lauter, but Jiangsaki Sugar Company has divided the bubble market according to age, thus making the adult bubble market as its target market and occupying a large market share (Venter, Wright & Dibb 2015). Krause & Battenfeld (2019) said that social banking customers differ from traditional bank customers in terms of sociodemographic statistics. Compared with traditional bank customers, social banking customers tend to be younger and more educated. Becoming a social banking customer is more about education than income (Krause & Battenfeld 2019). Psychological variables are market segments based on psychological factors such as the social class and lifestyle of the buyer (Asiedu 2019). For example, Tesla is subdividing its customers with consumer variables. Through its high-end positioning of its brand, Tesla uses its consumer demand for brand and display identity to target high-end customers (Alghalith 2018). According to the buyer's behavioral variables such as the pursuit of interests, attitudes and usage rate, the consumers are divided into different groups, called behavior subdivision (Asiedu 2019). For example, Procter & Gamble launches different types of shampoos based on the interests of consumers (McDonald 2013). Market analysis analyzes and categorizes the different needs of customers, which helps companies select their target customers and position their services.

Choosing the target market is an assessment of the attractiveness of each market segment, combined with the company's existing and potential resources to select the best target market (Dibb & Simkin 2009). In other words, consider whether the company currently has sufficient resources and sufficient capacity to participate in market segmentation competition (Ciobota & Velea 2015) . Therefore, the company must analyze its own resources through internal analysis. The company's internal analysis is to select the target market to serve through the analysis of resources, reputation, limitations and value, and at the same time obtain the advantages that can be emphasized to customers, that is, the core competitiveness of the company (Lovelock & Wirtz 2011). Analysis of corporate resources includes analysis of financial, human, technical, and physical assets (Ciobota & Velea 2015). By analyzing this, companies can refine their unique resources and capabilities, and the advantages that other organizations can't imitate become the core competitiveness of the company. For example, Tesla's current financial situation is in the stage of continuous income increase, and the geographical advantage of its company in Silicon Valley makes Tesla obtain excellent technical personnel, which makes it occupy the high-tech status of the new energy automobile industry (Alghalith 2018). For Qualcomm to monopolize the chip, its reputation is not very good. However, because Qualcomm's innovative ability is very strong and technology is difficult to be replicated, its customer base must rely on Qualcomm in order to survive in the industry (Diana & Tanja 2010). The company can only clarify the market positioning if it understands the competitive advantage in internal analysis.

When the company determines the target market, it must distinguish the company from the competitors through market positioning. Competitive analysis is an analysis of the strengths, weaknesses and current positioning of the company (Diana & Tanja 2010). In fact, competitive analysis also includes an analysis of the strengths and weaknesses of competitors. Lovelock & Wirtz (2011) put forward that the comparison with competitors can find out the possibility of effectively distinguishing from competitors, so as to use the differentiation between enterprises and competitors to choose the correct market positioning for market segments. Then, companies must begin to develop and communicate their identified positioning. Once the position is determined, the company must consider the reaction of the competitor, because the competitor may make the same judgment. At the same time, there will be follow-up leaders, that is, these competitors will provide consumers with lower-cost or higher-level services to occupy more market share in the same basic services of the company according to the company's current positioning (Lovelock & Wirtz 2011). In other words, positioning should exclude opponents. Therefore, the distinguishing feature is that this differentiation is difficult for competitors to copy and transcend (Ciobota & Velea 2015). Only in this way can enterprises be completely separated from competitors through market positioning and occupy the position of consumers. For example, the four major law firms are usually the target of large companies looking for audit services, but now more and more users are choosing the fifth largest law firm named Grant Thornton to meet lower-cost needs and better quality service (Lovelock & Wirtz 2011).

Based on the concept of location strategy, this article analyzes the three core elements of the positioning strategy. At the same time, through the market segmentation of the positioning strategy, target market and market positioning, it emphasizes the important relationship between market analysis, customer analysis, internal analysis and competition analysis and positioning strategy. The positioning strategy needs to make necessary adjustments over time, otherwise the company will not be able to continue to develop.

Reference

Alghalith, N 2018, ‘Tesla: innovation with information technology’, International Journal of Business Research & Information Technology, vol. 5, no. 1, pp. 37-50, viewed 1st April 2019,<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/detail/detail?vid=1&sid=37dd7ff1-2844-48b8-a2b7-3a10eed57733%40sessionmgr103&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=133947235&db=bsu>

Asiedu, E 2019, ‘Assessed approch of the use and impact of market segmentation patterns and practices on the performance of banks’, Management & Applied Economics Review, vol. 34, pp. 30-39, viewed 1st April 2019,<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/detail/detail?vid=5&sid=37dd7ff1-2844-48b8-a2b7-3a10eed57733%40sessionmgr103&bdata=JnNpdGU9ZWRzLWxpdmU%3d>

Ciobota, G & Velea, A 2015, ‘The strategic positioning of the financial banking companies-key factor for achieving competitive advantages’, Knowledge Horizons / Orizonturi ale Cunoasterii, vol. 7, no. 1, pp. 103-106, viewed 1st April 2019,<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/pdfviewer/pdfviewer?vid=1&sid=d992c271-dc7c-4bda-a6f3-1f4e558877a0%40sessionmgr104 >

Dibb, S & Simkin, L 2009, ‘Implementation rules to bridge the theory/practice divide in market segmentation’, Journal of Marketing Management, vol. 25, no. 3-4, pp. 375-396, viewed 1st April 2019,<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/pdfviewer/pdfviewer?vid=1&sid=6af5173e-473e-438e-85ff-58abc2761437%40sessionmgr103>

Krause, K & Battenfeld, D 2019, ‘Coming out of the niche? social banking in Germany: an empirical analysis of consumer characteristics and market size’, Journal of Business Ethics, vol. 155, no. 3, pp. 889-911, viewed 1st April 2019,<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/pdfviewer/pdfviewer?vid=1&sid=19e63045-01a4-4853-87c9-ebad37fa8a1e%40sessionmgr104>

Lovelock, C & Wirtz, J 2011, Services marketing: people, technology, strategy, 7rd edn, Yagan, S, New Jersey.

McDonald, M 2013, Market segmentation [electronic resource]: how to do it, how to profit from it / Malcolm McDonald and Ian Dunbar, 4th edn, John Wiley & Sons, Chichester.

Venter, P, Wright, A & Dibb, S 2015, ‘Performing market segmentation: a performative perspective’, Journal of Marketing Management, vol. 31no. 1-2, pp. 62-83, viewed 1st April 2019<http://eds.b.ebscohost.com.ezproxy.utas.edu.au/eds/pdfviewer/pdfviewer?vid=1&sid=112cab94-0504-4bc5-8494-eb868ac78b09%40sessionmgr102>

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