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題 名 | 市場定位與其因應之策略--以企業與學校之實務為例=Market Positioning and Its Responds Strategies: Taking Enterprises, Hotels and Schools as Examples |
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作 者 | 張信雄; | 書刊名 | 南臺科技大學學報 |
卷 期 | 31 民95.12 |
頁 次 | 頁1-12 |
分類號 | 496.4 |
關鍵詞 | 目標市場; 市場定位; 產品空間圖; 競爭性定位; 正面攻擊策略; 包圍策略; 側翼攻擊策略; 產品側翼策略; 游擊策略; 迂迴策略; Market target; Market positioning; Product space map; Competitive positioning; 4Ps; Frontal attack strategies; Encirclement attack strategies; Flank attack strategies; Product flanking strategies; Guerilla attack strategies; Roundabout attack strategies; |
語 文 | 中文(Chinese) |
中文摘要 | 在選定目標市場(Market Target)後,就要從事「市場定位」(Market Positioning),但要從事市場定位時,應該要徹底去瞭解競爭者的定位狀況,而後再去評估自己的公司應該放在哪個定位而可在市場競爭中取得優勢。(當然公司可使用產品空間圖(product space map)來瞭解競爭者及公司本身之產品定位在何處。)當公司決定其「定位」後,就要運用「產品、通路、促銷、價格」等4P之策略達成公司的市場目標。但要達成目標,有軟、硬兩種策略也就是所謂「老鷹及鴿子的策略」。而「老鷹策略」包括「正面攻擊策略」、「包圍策略」、「側翼攻擊策略」及「游擊策略」,至於「鴿子策略」包括「迂迴策略」。 |
英文摘要 | Market positioning should be carried out after target markets have been identified. During market positioning, however, it is necessary to thoroughly understand the positioning of competitors and then evaluate where a company should be positioned in order to gain a competitive edge, (using, for instance, the product space map to understand the product positioning of a company and its competitors. After deciding on its market positioning, a company can employ the 4P strategies) (Product, Place, promotion and Price) to achieve its market targets. There are aggressive and conciliatory approaches, also known as "hawk and dove" approaches, to achieving the targets. The hawk approach includes such strategies as 'Front Attack,' Encirclement,' 'Flank Attack,' and 'Guerilla Attack,' while the dove approach includes 'roundabout strategies.' |
本系統中英文摘要資訊取自各篇刊載內容。