澳门新永利5335cc娱-402 ocm永利手机网站

当前位置:澳门新永利5335cc娱>402 ocm永利手机网站>Essay代写案例>Essay代写范文-Positioning Strategies

Essay代写范文-Positioning Strategies

发布时间:2021-03-06 15:55:43 阅读:147

案例概况

  • 编辑:致远教育
  • 导读:本文是一篇Essay代写范文,本文主要讨论了企业定位策略。这篇论文首先讲述了定位策略的概念以及定位时要考虑的问题。文章同时还讲述了顾客分析,市场分析,内部分析以及竞争分析与定位策略的联系。
  • 字数:2477 字
  • 预计阅读时间:8分钟

案例详情

本文是一篇Essay代写范文,题目为:Positioning Strategies,本文主要讨论了企业定位策略。这篇论文首先讲述了定位策略的概念以及定位时要考虑的问题。文章同时还讲述了顾客分析,市场分析,内部分析以及竞争分析与定位策略的联系。

企业定位策略

Positioning strategies are critical to the business (Diana 2018). As the difference in peoples 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.

定位策略对于企业来说至关重要。随着人们需求的差异化不断增大,一个企业不可能同时完美的满足不同消费者的需求。即使可以花费所有资源去满足消费者,但这也不是企业追求的有效的经济效益。这篇论文首先讲述了定位策略的概念以及定位时要考虑的问题。文章同时还讲述了顾客分析,市场分析,内部分析以及竞争分析与定位策略的联系。

The positioning strategy is defined by the companys use of advertising to create a distinctive feature that distinguishes the companys 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 companys services or products. Lovelock & Wirtz (2011) said that the positioning strategy also includes the companys analysis of current services, such as what the current companys 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 companys 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, Teslas 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.

定位策略的定义是企业利用广告宣传,为企业的产品或服务创造一种能区别于其他竞争产品的特色,从而使产品和服务在消费者心中树立其独特的属性和价值观。定位策略的目的在于企业让其产品占据消费者心目中独特的地位以及在消费者心中创造可持续发展的趋势,从而使企业获得有利的市场竞争地位。由于企业无法满足所有消费者的差异化需求,所以定位策略应该是单一的,也就是仅仅为一类或几类用户提供服务。同时,这个定位必须是能够让企业明显区别于其它竞争对手。实际上,定位的概念不仅仅局限于企业的服务或产品。它还包括了企业对当前服务的分析,如当前企业产品在消费者和潜在消费者心中代表什么,企业目前和未来的用户是谁,当前服务的目标市场是什么,企业产品与竞争者有何不同,以及为了保持竞争地位企业需要做出的改变。一般来说,定位分为功能,象征和经验位置这三种类型。比如说,特斯拉的定位是高端豪华跑车,这种定位满足了消费者利用汽车来显示自己身份地位的需求。这种定位让特斯拉区别于其他新能源汽车竞争者,占据了很大一部分高端汽车市场的份额。美国对101家企业进行研究发现,采用竞争定位策略的企业比没有明确定位的企业的盈利能力更高。这充分说明了定位的重要性。

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 buyers 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 companys 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 companys 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 cant imitate become the core competitiveness of the company. For example, Teslas 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 Qualcomms 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 companys 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>

以上就是关于企业定位策略的Essay代写范文全部内容,欢迎阅读,范文内容和格式仅供参考学习,不得抄袭。如有Essay代写需要,请咨询网站客服。

其他案例

澳门新永利5335cc娱|402 ocm永利手机网站

XML 地图 | Sitemap 地图