市场定位的策略(翻译)

The Strategies of Marketing Positioning The enterprise positioning mainly refers to the enterprise arrange for an appropriate competitive position on the target market for itself, or design and shape the image of the enterprise to make consumers understand and appreciate the company ,so to set itself apart from the other competitors. Enterprise location strategies generally have the following:

“Number one”location strategy This is generally the market leader who hold market share above 40% use. Because the number one enterprise of market is easy to remember, while the impression left to the consumer of other companies is not so deep. So, the company should find the specific property has absolute advantage among the various properties of itself , such as locate it by product innovation, service quality the best and so on .For example ,American Hertz company proclaims they would supply consumers the most satisfactory service;7up showed they are the first drinks company to product “non-cola”, and so on .

“Exclusive club”location strategy Always, the market challengers who hold market share about 30% , while they can’t rank themselves the first in the industry, would mostly chose this location strategy. For example, Chrysler Corporation was ranked the third in the car industry of American, after GM and Ford . This company adopt the “exclusive club”strategy, come up with a new mantra: “Big Three”, it

pronounce it’s one of the biggest three car companies in whole America, it make consumers regard Chrysler Corporation as one of the biggest car companies in America, can rival the GM, while make people ignore the fact of this corporation were ranked the third in fact.

Frontal positioning strategy This is the strategy run counter to the market leader, while the market challenger would adopt this method generally. In accordance with the shortcoming and weak links of the market leader, The corporation in position of market challenger exploit its advantages and launch an attack to catch up with even overtake the market leader, so to become the new leader of market. For instance, the Canon corporation of Japan，for the product line defect provide by Xerox Corporation, challenge the Xerox on J-ordinary Copier specially, then found a competitive place on market. And if, the American FedEx Company use advantages of the exclusive delivery system of its own aircraft and Memphis hub, attacking the market leader The Emory Company, realize the position of different service of delivering small packages overnight rapidly and obtain a market position equal to Emory Company at last.

Market turnover strategy The market turnover refers to company open up the needs which was ignored or never be satisfied on present market, or could be called “Forgotten child market”. Market