文献翻译Word文档格式.docx

文献翻译Word文档格式.docx

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学号096010523

姓　名李凡

指导教师张向群　　　

开题日期2012.11.09

DifferentiatedMarketingStrategy

1.Introduction

Implementationofdifferentiatedmarketingstrategy,firstofallthescientific,carefulmarketresearch,marketsegmentationandmarketpositioningasabasis.Thisisbecausemarketresearch,marketsegmentationandmarketpositioningcanprovidecustomerswithenterprisedecision-makersinmaterialdifferencesbetweentheneedsandspiritualneeds,andaccuratelygraspthe"

customerneedswhat?

"

Onthisbasis,analysistomeetcustomerneedslotiondifference,accordingtothepresentandfuturebusinessconditionsinsideandoutside,whetherthecorrespondingstrengthofpurposeisclear,"

thecompanycanprovidecustomerswithwhat?

thesubjectmaterial.Ifconsumerdurables,andservicesshouldbebasedonproductdifferentiationbetweenthemaindirection;

Ifitispresentwiththeconsumergoods,foodandbeveragetocreatetheimagedifferenceshouldbethefocus.

Differentiationstrategyisadynamicprocess.Anydifferencesarenotstatic.Withthesocio-economicandscientificandtechnologicaldevelopment,theneedsofcustomerscanbechanged,thedifferenceyesterday,oftodaywillbecomegeneralized.Forexample,peoplewatchpreviouschoices,andtaketheaccuracyPiShiweifirststandards,nowinquartzJishuapplicationsonceand"

associate"

hasbecomeaquestion,sopeoplefocusmoreonstyle,onagain;

phoneonceregardedashighShouruexclusiveclassofobjects,andtodaywellintothehandsofordinarypeople.Ifthewatchmanufacturerasthepursuitofaccuratetimeandthenthestrategicobjectives,isclearlyinappropriate.Sightsonmobilephonemanufacturersshallthenbrother,sistermodelsalsocanneverwin.Second,competitionisalsochanging,especiallysomeoftheprice,advertising,service,packagingandsoitisveryeasytofollowuptheimplementationofstrategiesthatcompaniesimitate.Anydifferenceswillnotbepermanentlymaintained,inordertousethepowerofthecompany'

sdifferentiationstrategyaslong-actingdrugs,thesolutionisonlycontinuousinnovationtomeetcustomerneedswithinnovativechanges,usinginnovationtobeatthe"

follow-up."

Differentiationstrategyisasystem.Thedifferencesintheabovementionedstrategywasdescribingtheproblemofhumanclassification.Inactualoperation,theoperatornotonlyaccordingtoindustrycompetition,andenterpriseproductlifecycle,theimplementationoftheappropriatetypeofproductdifferentiationstrategy.Morenecessarytomakethedifferentiationstrategyisasystematicandcomprehensiveimplementation.Implementationofproductdifferentiation,toprovidecustomerswithauniquestyleproducts,rivalscannot.Huiintheshow,italsoshouldpromotetheproductfromthepackagingtoshowsignificantdifferencesareinthecustomercreateanunforgettableimage.Ifconsumerdurables,toprovidegoodserviceforcustomerseverywhereareconvenient,safe,itisindispensable.Itisworthnotingthatanydifferencesintheimplementationstrategymustbeacertainprice,suchasincreasingtheserviceprojectwouldincreasethecostofsalesandstepuppublicitytopayforthecostofalargeamountofadvertising,butaslongasprogresswasthedesiredeffectofdifferentiation,ortobringlong-termbenefitsfortheenterprise,thisoptionisworthit.

Intothetwenty-firstcenturyistheinformationagehasbroughtustotheattentionofthetimeschange,broaderandmorecomplexwithmoreinformation,theinformationexplosionmeanstosurge,andpeoplewithlimitedattention,howcanweattractpeopleattentiontoensurethecompetitiveadvantage?

Intensecompetitioninthemarketallowscompaniestoselltheirproductsatthewayinmarketingandconstantlynew,surprisingandamazingtricks,wonforthem.Buttoofaralsoappliestomarketing,marketingwillalsohaveside-effectsofexcessiveuse.Bombardedwithavarietyoftactics,peoplefeelstrangeatfirstbeforewecanproduceasenseoffatigueanddisgust.

Thereasonableuseofmarketingstrategiesintheattentioneconomyoftheenvironmentisveryimportant.Howtoattracttheattentionofconsumers,causingpeopletofeelthatattentionwithoutboring,evenoffensive,sowehavetoareasonableuseofmarketing.

1BasedonmarketingstrategyinAttentionEconomyAnalysisTheproposed

1.1AttentionEconomy

AttentionEconomy"

ThisviewwasfirstseenintheUniversityofCaliforniascholarRichardA.Lawbampublishedin1994entitled"

attentioneconomics"

（TheEconomicsofAttention）article.

Thefirstofficialpresentationofthe"

attentioneconomy"

conceptistheUnitedStates,Michael•Gedehaibo（MichaelH.Goldhaber）1997intheUnitedStatespublishedapaperentitled"

Attentionbuyers,"

thearticle.Inthisarticlehepointedout,thecurrentinformationeconomywasnotappropriate,becauseaccordingtoeconomictheory,themaintopicsoftheirresearchshouldbehowtousescarceresources.Forscarceresourcesintheinformationsociety,hebelievesthattoday'

ssocietyisagreatwealthofinformationandevenrunrampant,andtheInternet,tospeedupthisprocess,informationnotonlynotthescarceresource,theoppositeisthesurplus.Therelativeexcessofinformation,onlyoneresourceisscarce,itisthepeople'

sattention.

WiththedevelopmentoftheInternetisnotvaluableinformation,butyourattention."

ThisistheNobelPrize-winningeconomistHerbert•Simonsaid.Indeed,inthiseraofinformationexplosion,howtoeffectivelycommunicatetheirmessagetothetargetgroupistheattentioneconomytostudytheissue,atthesametimetoachievetimelymentalmodelstomeetconsumersfindtheemotionalresonance.

1.2marketingintheexampleofAttentionEconomy

1.2.1The2008Olympicsuper-marketing

Thesummerof2008,hundredsofmillionsofpeopleinmind,ourcountrysuccessfullyhostedthe29thSummerOlympicGames,theworld'

seyesareonChina'

sBeijing.Hereisthefriendshipbetweenathletescompetingnationalstage,butalsoshowourcountry'

snationalpowerstage,itisthesourceofallbusinessopportunitiescontain.Isnotdifficulttofindalotofcompaniesareusingthisstagetoachievethebusinesssoar.

Coca-Cola,Lenovo,GE,SamsungandsobecomeaglobalpartneroftheBeijingOlympicGames,thesebrandsacrosstheglobalscope,usetheOlympicstopromotetheirvariousbrands,butalsofortheBeijingOlympicsintothousandsofhouseholdsaroundtheworld,sothatmorepeopleareconcernedabouttheBeijingOlympics.Cannotbecomeaglobalpartner,adidas,Sinopec,Haier,ChinaNetcom,Sohu,followedbytheBankofChinaandotherbrandstobecomethepartnerselection,exclusivesuppliers,sponsors,andtheOlympicGamesthatsharesthewind,thebrandbroughttoallcornersoftheforce.

1.2.2OverMarketing

Giftswouldsendmelatonin"

thatis,westillknow,wecannotignoreitcausedagreatsensation,thenwehavetosendagiftmelatonin.Omnipresentadvertising,melatoninbroughtanupsurgeinsalesofskincareproducts.Melatoninhasalsosuccessfullyattractedtheattentionofconsumers,thesuccessofreachingthegoalpointattentioneconomy.However,longafterthat,theaudience,"

melatonin"

and"

doesnotreceivethisyear'

sfestive,giftsreceivedonlymelatonin"

andthe"

goldencouple"

of"

sendingteacherstosendfriendsandrelatives,senttolead"

adsareoffensive,andthisisovertheconsequencesofmarketing,toomanyads,toomanyideasindoctrination,lackofnewattractionshasledtotheadverseeffectsofold,tobringtheimageofcorporatemalpractice.

2,properuseofmarketingtools

2.1Theestablishmentofacompetitivebrand

Firstofall,acompanymaintainacompetitiveedgeiscreatedfromthecorporateculture,brandvalue,whenthecorporateculture,whenahighbrandvalue,corporatebrandingistoattracttheattentionofcustomersaneffectivemeansofadvertisingisnolongerrequiredtoomuchbombing-stylepropaganda.IKEAaswearefamiliarwithshowsontheeconomic,environmental,andconvenienthouseholditems,largeconsumptionofdirectlyattractingattention;

inthesportsbrand,wethoughtwewouldbeverynaturalforNike,Adidassuchinternationalbrand,becausetheirbrandcultureprovidesuswiththebeautyandhealthcampaigntoattractourattention.Canbeseenintheattentioneconomytogetconsumerstomaintainsuchlong-termcompetitiveness,wemustfirsthaveastrongcorporatebrandandculture.

2.2Whenthegrowinghomogeneityoftheproduct

whenthemarketwillhaveeveryone'

sattention,certainlymustreflecttheirdifferent.Differentiationmeansthatdifferent,unique,unique.Productdifferentiationstrategyhighlightstheadvantagesofdifferentiationcanleadtopublicconcern,toplunderthepublic'

sattention.Differentiationhasavarietyofways,whetheritisproductpackaging,features,price,advertisingandevenspiritualandculturalideas,andwearelikelytofinddifferencesinthebreakthroughpoint.

Forexamplewearefamiliarwithdrink,"

WongLoKat"

bothinfunctionalinnovation,innovationisthebrandpersonality,thegeneralfunctionistodrinkthirst,whichjoinedtheWongLoKat"

preventionlit"

function,inadditiontothirst,butalsotopreventthefire.WongLoKatlitpreventionasthefirstbeveragemarket,breakingthelong-standingnotionpeopledrink,theincreaseofnewfeatures,bymostpeople'

srecognitionandlove.

Intheattentioneconomyofthetimes,companiesneedtostrivetoattracttheattentionofconsumers,whileatattractingeyeballscannotarousepublicresentment,enterprisesmustusereasonable