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如果企业仅是选择一个独特的定位,并不足以确保竞争优势。有价值的定位会吸引其他现有厂商模仿,模仿的做法不外下面两种第一种,竞争者可重新自我定位,以追求卓越的表现。例如,洁西潘尼百货公司曾重新定位,蜕变成更高级、时尚的零售商。第二种,更普遍的模仿是骑墙派的业者,他们在维持既有定位的同时,也积极寻找更成功、更能获利的定位,然后将新的功能、服务或技术移植到现有
If companies only choose a unique position, it is not enough to ensure a competitive advantage. Valuable positioning will attract other existing companies to imitate. The following two kinds of imitation are the only ways to imitate. Competitors can reposition themselves to pursue outstanding performance. For example, Jasperini Department Store has repositioned itself into a more sophisticated and stylish retailer. The second, more general imitation, is a peddler-based industry. While maintaining their existing positioning, they are also actively looking for more successful, more profitable positioning and then transplanting new features, services, or technologies to existing ones.