YAHoO COg!eVso.Which is better?差异化是一个公司生存的唯一路径哪怕在互联网上也是如此！JackTrout:Differentiate orDie01111100000.00PDF文件使用“pdfFactoryPro”试用版本创建www.fineprint.cn
•Which is better ? 差异化是一个公司生存的唯一路径， 哪怕在互联网上也是如此！ Jack Trout： Differentiate or Die PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
2. DifferentiationDimensions差异维度. A firm can differentiate its market offeringalong4dimensions:.Productdifferentiation.Service differentiationPersonneldifferentiationImage differentiation?Channel Differentiation1001101110PDF文件使用“pdfFactoryPro”试用版本创建www.fineprint.cn
2. Differentiation Dimensions 差异维度 • A firm can differentiate its market offering along 4 dimensions: • Product differentiation • Service differentiation • Personnel differentiation • Image differentiation • Channel Differentiation PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
Product differentiationThe Internet differentiates itself by providing a limitlessassortmentofproducts.因特网--能够提供无限类别产品。Productdifferentiation:·Includescustomizationandbundling定制化和捆绑销售，·以有吸引力的价格向个人消费者提供他们所需要的产品或服务组合。这种差异化支持与每个用户建立一对一关系一一这是公司在网上长盛不衰的关键。Productpackaging:·网络销售不会像传统零售商那样依赖产品包装。·最简化的包装将减少浪费，降低包装成本。AD070010701001117010PDF文件使用“pdfFactoryPro”试用版本创建www.fineprint.cn
Product differentiation • The Internet differentiates itself by providing a limitless assortment of products.因特网-能够提供无限类别产品。 • Product differentiation: • Includes customization and bundling定制化和捆绑销售, • 以有吸引力的价格向个人消费者提供他们所需要的产 品或服务组合。这种差异化支持与每个用户建立一对 一关系——这是公司在网上长盛不衰的关键。 • Product packaging: • 网络销售不会像传统零售商那样依赖产品包装。 • 最简化的包装将减少浪费，降低包装成本。 PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
ServiceDifferentiationServiceDifferentiation:Ability to receive customer feedback through e-mail24 hours a day;Abilitytorespondmorerapidlytocustomerconcerns..Home delivery of groceries and online banking andsecurities trading are becoming increasinglypopular.Today such services supplement traditionalservices, but may someday replace themK0100101010011101001.003PDF文件使用“pdfFactoryPro”试用版本创建www.fineprint.cn
Service Differentiation • Service Differentiation • Ability to receive customer feedback through e-mail 24 hours a day； • Ability to respond more rapidly to customer concerns. • Home delivery of groceries and online banking and securities trading are becoming increasingly popular. • Today such services supplement traditional services, but may someday replace them. PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
ChannelDifferentiationThere are multiple levels of online channel differentiation:.Productorservice informationExploitstheInternetasacommunicationchannelalocation-free,time-free distribution channelCommercialtransactions onlineExploitsthe Internets as atransaction anddistribution channelTheInternet provides highly specializedpersonal services and"doityourself"websites,used to forge one-to-one relationships with individualcustomers=Exploits the Internets as a relationship channelTheInternetexpandsCompanies'geographicrange+businesshours+assortmentofproductsavailable这在时间和空间上扩大了产品的分销范围，为企业提供了另接触消费者的渠道，并能展示多样化的产品类别，实现差异化。KV00010100101000.001.01.1.1.07.007.PDF文件使用"pdfFactoryPro”试用版本创建www.fineprint.cn
Channel Differentiation There are multiple levels of online channel differentiation: • Product or service information ÞExploits the Internet as a communication channel • a location-free, time-free distribution channel • Commercial transactions online ÞExploits the Internets as a transaction and distribution channel. • The Internet provides highly specialized personal services and “do it yourself” websites，used to forge one-to-one relationships with individual customers ÞExploits the Internets as a relationship channel • The Internet expands: • Companies’ geographic range + business hours + assortment of products available • 这在时间和空间上扩大了产品的分销范围，为企业提供了另一个 接触消费者的渠道，并能展示多样化的产品类别，实现差异化。 PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn