毕博管理咨询工具方法—Copy_of_Positioning_Your_Business_WorkbookChinese.doc

企业定位工作手册 POSITIONING YOUR BUSINESS WORKBOOK 这个练习的目的是帮助你理解竞争定位的重要性。通过如下练习，你能明了你目前在竞争中所处的位置，以及将来理想的位置。The purpose of this exercise is to assist you to understand the importance of competitive positioning. Through the following exercises you will gain an understanding of your current competitive position and also your future ideal position. 根据波特理论，有3种竞争战略：According to Michael E. Porter there are 3 generic competitive strategies: 总成本领先战略——宽泛的目标市场；Cost Leader – broad target market; 差别化战略——宽泛的目标市场；Differentiation – broad target market; 总成本领先战略——专小的目标市场（特殊市场）；Cost Leader – narrow target market (niche); and 差别化战略——专小的目标市场（特殊市场）。Differentiation – narrow target market (niche). 需要注意的是，制定一个有效战略的关键在于处理好企业的优劣势与产业结构间的关系（请参看行业分析工作手册）。It is important to note that the key to developing an effective strategy lies in the relationship of the strengths and weaknesses of the business and the industry structure (as reviewed in the Industry Analysis Workbook). 例如，为了在成本竞争中领先， 企业必须通过更低的成本组合来形成明显的优势（企业的一种竞争力）。更低的成本组合可能源于使用新技术、新工艺，或者采用新生产流程（独一无二的）。For example, in order to successfully compete as the cost leader, the business must have significant advantage through a lower cost structure (a strength of the business). The lower cost structure may be a result of skills, the technology utilised or the specific processes employed (and unique) to the business. 差别化是认知上的。很难确定差别化中哪一点是你真正具备的独一无二的特质。例如，你可能会认为你的服务水准是你区别于同行的重点。但是，有多少竞争者也会认为他们的客户服务水平也是他们区别于同行的重点呢？应该会有很多吧！Differentiation is all about perception. It is very difficult to actually identify truly unique points of differentiation. For example, you may consider that the level of service that you provide is your point of differentiation. However, how many of your competitors, if asked, would also say that customer service is their point of differentiation. Probably several! 因此，差别化战略的关键是确定那些与客户利益（当作出购买决定的时候）息息相关的方面，然后给自己定位，让客户觉察到你在这一领域的不同之处。成功的差别化战略能提升产品的价格。Therefore the key to differentiation is to identify those things that custo