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放弃从自我出发寻找竞争优势的传统做法,变成从客户心智出发去寻找认知优势并链上自己的品牌。这是定位理论的精髓在供给丰富的今天,我们靠什么在激烈的商战中胜出?经典的答案是满足客户需求。持这种观点的人认为,客户需求是无限的,只要你能创新出满足客户需求的产品,就会立于不败之地。但是你会发现,无论什么样的需求,一旦被挖掘出来,满足它的产品很快就琳琅满目,集体厮杀迅速出现。怎么办?领先者希望凭借发现需求来拉开与竞争者的距离,把满足需求拓展为创造需求,可在供应能力超强的背景下,一骑绝尘的时间越来越短,有时甚至倏忽即逝,残酷的竞争循环依然。
Abandoning the traditional approach of looking for a competitive advantage from one’s own self becomes a departure from the client’s mind to find the cognitive advantage and chain his own brand. This is the essence of positioning theory in the supply of today, what we rely on in the fierce battle to win? The classic answer is to meet customer needs. People who hold this view believe that customer needs are unlimited, as long as you can innovate to meet the needs of customers products, will be invincible. But you will find that no matter what kind of demand, once excavated to meet its products quickly array, collective fighting quickly appear. What to do? Leaders hope to find out the demand to open the distance with competitors, to meet the demand for expansion to create demand, in the supply of super-strong background, riding a shorter period of time, sometimes even sloppy That is, the cruel cycle of competition remains.