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Jingdong book

与众不同：极度竞争时代的生存之道（精装版）

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Jingdong book

与众不同：极度竞争时代的生存之道（精装版）

Name: 与众不同：极度竞争时代的生存之道（精装版）
Brand: Jingdong book
SKU: 3102012101
Price: 32.11 USD
Availability: OutOfStock

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Editer Recommend

定位思想正在以下组织或品牌中得到运用
国际部分
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国内部分
●王老吉6年超过可口可乐，成为"中国饮料"
●真功夫成为直营店的"中式快餐领导品牌"
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Content Description

极度竞争时代有两类典型公司。第一类公司：尚未意识到与众不同的重要性，仍在依靠“更高质量”或“更好价值”作战，觉得自己比竞争对手更强。第二类公司：已经明白做到与众不同的必要性，但不知该如何实施。它们认为其产品同竞争对手相比不可能有太大差别。你的公司属于哪一类？在本书中，畅销书作家杰克·特劳特直言不讳，他批评营销人员在应该致力于挖掘并销售其产品有价值的独特品质时往往走捷径、玩弄高科技花样。为了确定某些营销人员为什么能够成功地区分自己的产品，而其他则苦苦挣扎却大败而归，作者详细考察了成功的差异化战略——从戴尔、西南航空公司、沃尔玛这样的巨头企业到斯特赖特无酵饼公司这样的小企业，其成功故事应有尽有。本书概括介绍了许多你可以用来实现差异化战略的途径，同时也对借助创造性、廉价、客户导向或质量驱动等方法实现差异化的难度给出了警告，因为这些都是竞争者同样可以做到的事情。

Author Description

杰克·特劳特（Jack Trout），全球营销战略家，在40多年的实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司总裁，该公司是美国负盛名的国际营销咨询公司之一，在全球28个国家设有分公司。他的作品有《定位》《重新定位》《人生定位》《与众不同》《显而易见》《商战》《营销革命》等畅销书。

史蒂夫·里夫金（Steve Rivkin），命名专家，特劳特全球伙伴公司长期合伙人，曾与杰克·特劳特合著三本书。史蒂夫1989年在新泽西州洛克谷创建Rivkin & Associates咨询公司，从事营销和传播咨询。

顾均辉，国内经营过实体企业的定位落地专家。深研定位理论数年，参与近百家企业的定位战略项目。拥有超过20年的企业经营经验，曾任多家跨国公司中国区高管，深谙中国本土企业运营之道。现应邀在清华大学、北京大学、浙江大学、上海交通大学、武汉大学等定位培训机构及高等学府讲授定位。
至今已在全国授课近100期，为近万名企业家讲授了系统的定位思想及实战工具。服务过香飘飘奶茶、张一元茶叶、白象方便面、安徽宣酒、全聚德烤鸭、重庆张鸭子、量子高科、甘其食包子等众多品牌。

Catalogue

前言
第1章选择的暴力001
第2章品类在不知不觉中走向货品化015
第3章独特销售主张怎么了025
第4章重塑“独特销售主张”035
第5章质量和顾客导向极少成为差异化045
第6章广告创意并非差异化057
第7章价格极少成为差异化069
第8章产品齐全极少成为差异化083
第9章实施差异化的步骤093
第10章在心智中创建差异化103
第11章成为第一是个差异化概念113
第12章拥有特性是个差异化概念127
第13章领导地位是个差异化概念143
第14章经典是个差异化概念153
第15章市场专长是个差异化概念167
第16章最受青睐是个差异化概念177
第17章生产工艺是个差异化概念191
第18章新一代是个差异化概念205
第19章热销流行是个差异化概念217
第20章增长可以毁掉差异化225
第21章差异化通常有所舍弃237
第22章在不同地方实施差异化247
第23章保持差异化257
第24章新世界热点话题的差异化269
第25章所有东西都能实施差异化277
第26章谁来负责差异化287
结束语298
注释300

Introduction

好像几辈子以来，我和我的搭档都在宣传与众不同的重要性。
在《定位》中，与众不同意味着在潜在顾客心智中实现差异化。
在《商战》中，与众不同意味着用差异化的概念展开进攻战、防御战、侧翼战和游击战。
在《22条商规》中，与众不同意味着用差异化的概念来建立品牌。
在《简单的力量》中，与众不同意味着只采取差异化战略。
过去30多年来，我们所做的种种事，其核心都是为了与众不同。
你可能会觉得，这么多年过去了，这个观念肯定已经众所周知，深入人心。大家在做计划的时候，肯定会首先考虑如何体现差异化。大家出门的时候，肯定会时刻谨记：要让自己与众不同。对吧？大错特错！
我们经常会看到两种不同的组织类型。第一种仍在云里雾里，不知所以。它们冲锋陷阵，总想拿出“更好的质量”以“让产品更加物有所值”。或者，套用老套的说法，创造“更优质的产品”。它们自以为比竞争对手强了就行，相信是金子就一定会闪光。
所谓的大师、权威们对这类组织趋之若鹜，他们侃侃而谈的不外乎质量、授权、以客户为中心，还有所谓的领导力。不幸的是，它们的竞争对手身边的阵容也差不多，同样是一群鼓吹“你可以做得更好”的专家，毫无与众不同之处。
另一种组织已经认识到了与众不同的必要性。但它们往往浅尝辄止，随即就承认自己根本不知道该如何做到与众不同。“我们的产品和销售团队与竞争对手没什么区别”，这倒成了它们的借口。
这类组织常常容易被那群励志专家们所鼓动，被他们所承诺的最佳绩效、必胜信心和高效的行为所蛊惑。不幸的是，同一伙人也在同样地鼓动竞争对手。毫无与众不同之处。
学术大佬们也没多大用。例如，哈佛大学的迈克尔·波特（MichaelPorter）确实谈到有确立独特定位的必要性，但如何做到独一无二，他说得很少。相反，他一直在讲战略连续性、深化战略定位、权衡最小化。毫无与众不同之处。
广告公司也好不到哪里去。它们喋喋不休地强调建立黏性、强化体验、消费者渗透，特别是一定要酷！广告公司根本不会关心是否实用有效，它们只关心所谓的创意。毫无与众不同之处。
这本书就是要改变这种现状。书中介绍的许多方法，不但能让你做到与众不同，而且能让你免受诱惑，少做无用功。
当今世界，竞争激烈，学会如何与众不同，将能使你处于更有利的位置。这本书不但会让你与众不同，而且将会对你的事业产生重要的影响。

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