差异化营销策略-外文翻译（可编辑）

1、差异化营销策略-外文翻译外文翻译原文title:differentiated marketing strategymaterial source:u. s. philip kilter, mea qinghai translation. marketing management mcentury publishing group, shanghai people"s publishing house, 2003 p256?p259author: philip kilterimplementation of differentiated meirketing streitegy, fi

2、rst of all the scientific, careful market research, market segmentation and market positioning as a basis. this is because market research, market scgmcntation and market positioning can provide customers with enterprisc decision-makers in material differences between the needs and spiritual needs,

3、and accurately greisp the customer needs what?0n this basis, analysis to meet customer needs ionian difference , according to the prese nt and future busi ness con di lions in side and outside, whether the corresponding strength of purpose is clear,"the company can provide customers with what?t

4、he subject material. if consumer durables and services should be based on product differenticition between the maindirection;if it is present with the consumer goods, food and beverage to crcatc the image difference should be the focus. differentiation strategy is a dynamic process.any differences a

5、re not static. with the socio-economic and scientific and technological development, the needs of customers can be changed, the difference yesterday, of today will become generalized. for example, people watch previous choices, and take the accuracy pi shiwei first standards, now in quartz jishu app

6、liedtions once andassociatehas become a question,so people focus more on style,on again;phone once regarded as high shore exclusive class of objects, and today well into the hands of ordinary people. if the watch manufacturer as the pursuit of accurate time and then the strategic objectives, is clea

7、rly ineippropriate. sights on mobile phone manufacturers shall then brother. second, competition is also changing,especially some of the price, advertising, service, packaging and so it is very easy to follow tip the implementation of strategics that companies imitatc.any differences will not be per

8、 mane ntly maintained, in order to use the power of the company s differentiation strategy as long-acting drugs, the solution is only continuous innovation to meet customer needs with innovative changes, using innovation to beat the "fol low-up. "differentiation strategy is a system. the d

9、ifferences in the above mentioned strategy was describing the problem of human classification. in actual operation,the operator not only accords to industry competition, and enterprise product life cycle, the imp lenient a tion of the appropriate type of produc t differentiation stratcgy. implementa

10、tion of product differentiation, to provide customers with unique style products, rivals can not. hue in the show, it also should promote the product from the packaging to show significant differences arc in the customer create an unforgettable image. if consumer durables, to provide good service fo

11、r customers everywhere are convenient, safe, it is indispensable. it is worth noting that any differences in the implementation strategy must be a certain price, such as increasing the service project would increase the cost of sales and step up publicity to pay for the cost of a large amount of adv

12、ertising, but as long as progress was the desired effect of differentiation，or to bring iong-term benefits for the enterprise, this option is worth it.into the twenty-first century is the information age has brought us to the attention of the times change, broader and more complex with more informat

13、ion, the information explosion means to surge, and people with limited attention, how can we attract people atte ntion to ensure the competitive adva nt age? intense competition in the market allows companies to sell their products at the way in marketing and constantly new, surprising and amazing t

14、ricks, won for them. but too far also applies to marketing, marketing will also have side-effects of excessive use. bombarded with a variety of tactics, people feel strange at first before we can produce a sense of fatigue and disgust. the reasonable use of marketing strategies in the attention econ

15、omy of the environment is very important. how to attract the attention of consumers, causing people to feel that attention on without boring, even offensive, so we have to a reasonable use of marketing.1 based on marketing strategy in attention economy analysis the proposed 1. 1 attention economy &q

16、uot;attention economy"this view was first seen in the university of california scholar richard a. law bam published in 1994 ent itled/zat tent ion economicsthe economics of attention article. the first official presentation of thcattention economy" concept is the united states, michaelgede

17、haibo michael . h. goldwater 1997 in the united states published a paper entitled "attention buyers, the article in this article he pointed out, the current information economy was not appropriate, because according to economic theory, the main topics of their research should be how to use scar

18、ce resources. for scarce resources in the information socioty，he believes that today" s society is a great wea1th of information and even run reimpa nt，and the inter net，to speed up this process, informci tion not only not the scarce resource, the opposite is the surplus.the relative excess of

19、information, only one resource is scarce;it i s the people's attention. "with the development of the internet is not valuable information, but your attention. "this is the nobel prize-winning eco no mist berber tsim on said. in deed, in this era of informci tion explosion, how to effec

20、tively communicate their message to the target group is the attention economy to study the issue,at the same time to achieve timely mental models to meet consumers finds the emotional resonance.1.2 marketing in the example of attcntion economy1.2.1 the 2008 olympic super-marketingthe summer of 2008,

21、 hundreds of millions of people in mind, our country successfully hosted the 29th summer olympic games;the worlcf s eyes are on chinas beijing. here is the friendship between athletes competing national stage, but also show our country" s national power stage, it is the source of all business o

22、pportunities contain. is not difficuit to find a lot of companies are using this stage to achieve the business soar. coca-cola, lenovo, ge, samsung and so become a global partner of the beijing olympic games, these brands across the global scope; use the olympics to promote their various brands, but

23、 also for the beijing olympics into thousands of households around the world, so that more people are concerned about the beijing olympics. can not become a global partner, adidas, sinopec, haier, china netcom, sohu, followed by the bank of china and other brands to become the partner selection, exc

24、lusive suppliers, sponsors, and the olympic games that shares the wind, the brand brought to all corners of the force.1.2.2 over marketing "gifts wou 1 d send melatonin'7, that is, we still know, we can not ignore it caused a great sensation, and then we have to send a gift melatonin. omnip

25、resent advertising, melatonin brought an upsurge in sales of skin ceire products. mela tonin has also successfully att rac ted the attention of consumers, the success of reaching the goal point attention economy. however, long after that, the audience, z/melatoninanddoes not receive t his year's

26、 festive, gifts received only melatoninz， and the "golden couple/zof/zsending teachers to send friends and relatives, sent to leadz，ads are offensive, and this is over the consequences of marketing, too many ads, too many ideas indoctrination, lack of new attractions has led to the adverse effe

27、cts of old, to bring the image of corporate malpractice.2 proper use of marketing tools2. 1 the establishment of a competitive brandfirst of al 1, a company maintain a competitive edge is created from the corporate culture, brand value, when the corporate culture, when a high brand value, corporate

28、branding is to attract the attention of customers an effective means of advertising is no longer required too much bombing-style propaganda. ikea as we are familiar with shows on the economic, environmental, and convenient household items, large consumption of clircctly attracting attention; in the

29、sports brand, we thought we would be very natural for nike, adidas such international brand, because their brand culture provides us with the beauty wind health campaign to attreict our attention. can be seen in the attention economy to get consumers to maintain such long-tctin competitiveness, we m

30、ust first have a strong corporate brand and culture.2. 2 when the growing homogeneity of the productwhen the markct will have everyone's attention, certainly must reflecttheirdifferent. differentiationmeansthatdifferent, unique, unique. product differentiation strategy highlights the advantages

31、of differentiation can lead to public concern, to plunder the public's attention.differentiation has a variety of ways, whether it is product packaging, price, advertising and even spiritual and cultural ideas, and we are likely to find differences in the breakthrough point. for example we are f

32、eimiliar with drink, "wong lo kat，both in functional innovation, innovation is the brand personality, the general function is to drink thirst, which joined the wong lo kat/zprevention lit/function, in addition to thirst, but also to prevent the fire. wong lo kat lit prevention as the first beve

33、rage market, breaking the long-standing notion people drink，the increase of new features, by most people，s recognition and love. in the attention economy of the times, companies need to strive to attract the attent ion of consumers, while at attracting eyebal1s can not arouse public resentment, ente

34、rpriscs must use reasonable markcting tool, appropriately good use of various marketing strategies and tactics to enable enterprises to competitive advantage. at the same time continuous developmentof society, andthechanging market environment, consumers, competitors arc also constantly changing to

35、adjust with, their differentiation competitive advantage may be one tomorrow, imitation, and then the business itself to be a constant change, realistic and innovative, to maintain differentiation.外文文献译文标题:差异化营销策略资料来源：美国菲利浦?科特勒，由美庆浩翻译，书名为营销管理m, 世纪出版集团，上海人民岀版社岀版.2003. p256 ? p259作者:菲利浦?科特勒实施差异化营销策略，首

36、先把科学、缜密的市场调查、市场细分和市场定 位作为基础。这是因为，市场调查、市场细分和市场定位能够为企业决策者提供 顾客在物质需要和精神需要的差界，准确地把握“顾客需要什么？”在此基础上， 分析满足顾客差异需要的条件,要根据企业现实和未来的内外状况，研究是否具 有相应的实力，目的是明确“本企业能为顾客提供什么？”这一主题材。如果是耐 用消费品，应以产晶差异和服务差异为主攻方向；如果是目用消费品、食品饮料则 应以建立形象差异为重点。差异化策略是一个动态的过程,任何差异都有不是一 成不变的。随着社会经济和科学技术的发展，顾客的需要也会随之发生变化，昨天 的差异化会变成今天的一般化。例如人们以前对手

37、表的选择，走时准确被视为第 一标准，而如今在石英技术应用之后，“准”已不成为问题，于是人们又把目光集 中在款式上。手机一度被视为高收入阶层的独享之物,今天早己进入寻常百姓的 手屮。如果手表生产企业再把走时准确作为追求的战略目标，显然是不宜的。手 机厂家再把目光瞄准款哥、款姐也断不能取胜。其次，竞争对手也是在变化的, 尤其是一些价格、广告、售后服务、包装等方而，是很容易被那些实施跟进策略 的企业模仿。任何差异都不会永久保持，要想使用权本企业的差异化战略成为长 效药，出路只有不断创新，用创新去适应顾客需要的变化,用创新去战胜对手的 “跟进”。差异化策略是一个系统。以上谈到的各种差异化策略只是在形容

38、问题 中的人为分类。在具体操作中，经营者不仅要根据行业内竞争态势,企业产品的生 命周期，产品的类型实施相应的差异化策略。更有必要的是要使差异化策略形成 一个系统，全面实施。实施产品差界化,要为顾客提供独具一格产品，为对手所不 能为。慧中而秀外，还应该从包装到产品的宣传都显示出明显的差异，在顾客中建 立难以忘怀的形象。如果是耐用消费品，提供周到的服务，让顾客处处感到方便、 安全，更是不可或缺的。值得指出的是，任何一种差异化策略的实施都要会出一定 的代价，如增加售后服务项目就要加大销售成本，加大宣传力度就要支出一大笔 广告费用，但只要顺利达到预想的差界化效果，或者能为企业带来长远的利益，这 种选择

39、就是值得的。进入二十一世纪,带给我们的是信息时代到注意力时代的转 变，有了更多更广更纷繁复杂的信息，信息以爆炸方式激增，而人们有限的注意力, 怎样才能吸引人们的注意力保证企业的竞争优势呢?激烈的市场竞争使得企业为 了出售其产品，不惜在营销手段和方式上不断出新、出奇，花样百变，夺人耳目。 但是，过犹不及也适用于营销，营销手段用的过度也会产生副作用。各种战术轮番 轰炸,让人在初感新奇之后，就会产生疲劳与厌恶感。如何合理的运用营销策略 在注意力经济的环境下显得尤为重要。怎样才能在吸引消费者的眼球，引起注意 力的同时乂不让人感觉到乏味无聊，甚至是反感，因此我们要合理的运用营销手 段。1基于注意力经济下

40、的营销策略状况分析1.1注意力经济的提出“注意力经济”这一观点最早见于美国加州大学学者richard alabama 在1994年发表一篇题为注意力的经济学(the economics of attention)的 文章。最早正式提岀“注意力经济”这一概念的是美国的迈克尔？戈德海伯 (michael h. goldwater) 1997年在美国发表了一篇题为注意力购买者的文 章。他在这篇文章屮指出，目前有关信息经济的提法是不妥当的，因为按照经济学 的理论，其研究的主要课题应该是如何利用稀缺资源。对于信息社会中的稀缺资 源,他认为，当今社会是一个信息极大丰富甚至泛滥的社会，而互联网的出现，则 加快了这一进程，信息非但不是稀缺资源，相反是过剩的。而相对于过剩的信息, 只有一种资源是稀缺的，那就是人们的注意力。“随着互联网的发展，有价值的 不再是信息，而是你的注意力这是诺贝尔经济奖获得者赫伯特?西蒙说过的。 的确在这个信息爆炸的时代，如何使自己的信息有效的传达给目标群体就是注意 力经济所要研究的问题，同吋又要做到适吋的切合消费者的心智模式，找到情