Abstract
Market positioning is a kind of marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds. This essay, making an analysis of the advantages and disadvantages of Carrefour’s positioning in China, offers relevant suggestions and introduces some available referential experience for retail enterprises in China.
Key words: market positioning; Carrefour; application
摘 要
市场定位是重点服务于某一具体的细分市场，在购买者心中占踞一席之地的一种市场营销策略。本文以家乐福在中国的市场定位为例，研究了市场定位在零售行业中的功能和应用。通过分析家乐福市场定位的优势和缺陷，提出了相应的建议，为在华零售企业推荐了一些可资借鉴的经验。
关键词：市场定位；家乐福；应用
Contents
Abstract..................................................................................................................I
摘要......................................................................................................................II
1. Introduction…………………………………………………………………….1
2. Market positioning……………………...……………………………………..2 2.1The definition of market positioning…………………………...............2
2.2 The reasons for market positioning…………………………...…………2
2.2.1 Perceptual process………………………… ………………….........2
2.2.2 Intensified competition……………………..………………...…….3
2.2.3 Gaining competitive advantages……………………………...……3
2.3 The ways of market positioning …………………………...………........3
2.3.1 Identifying possible competitive advantages…………………...…..3
2.3.2 Choosing the right competitive advantage……………...…………3
2.3.3 Selecting an overall positioning strategy………………………......4
2.3.4 Communicating and delivering the chosen position……………....4
3. Analysis of Carrefour’s market positioning in China………………...……….4
3.1 Carrefour’s identification of possible competitive advantages……….....4
3.1.1 Product advantage...........................................................……….....5
3.1.2 Price advantage…………………………………..……………...…6
3.1.3 Service advantage…………………..……………………………...7
3.1.4 Convenience advantage………………..…………………………..8
3.1.5 Promotion advantage…………………………………...………...9
3.2 Carrefour’s choice of the right competitive advantage……………...…10
3.2.1 The importance of price strategies...............................……….......10
3.2.2 The distinction of price strategies………………………...………10
3.2.3 The feasibility of price strategies…………………………...…….11
3.3 Carrefour’s selection of an overall positioning strategy…………...…...11
3.4 Carrefour’s communication and delivery of the chosen positioning…...12
3.5 The deficiency of Carrefour’s market positioning in China……….....…12
3.5.1 Lack of distinctive capabilities……………………………...12
3.5.2 Additional fees……………………………..…..……………….....13
3.5.3 Radical expansion strategy……….……………………………......13
4. The enlightenment of Carrefour to retail enterprises in China………………13
4.1 Paying attention to differentiation…………………………………...…14
4.2 Developing own USP………………………………………………......14
4.3 Creating multi formats……………………………………………….…14
4.4 Building self-brand products………………………………………...…15
4.5 Making innovation………………………………………………...……15
4.6 Executing localization strategy……………………………………...….15
5. Conclusion………………………………………………………………...…16
Bibliography……………………………………………………….………...…17
Acknowledgements…………………………………………………..………...18
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
