1, competitive environment analysis. The so-called "know yourself and know yourself, and win every battle", positioning and judging whether a brand has an opportunity is usually analyzed from four dimensions: competition, cognition, advantage and trend. First of all, it analyzes the market competition environment of the whole industry, scans itself, and makes clear its positioning and advantages and disadvantages.
2. Find differentiation. Analyze the market competition environment of the whole industry, find out the differentiation of their own enterprises, and then express the differentiation dramatically to form an interlocking strategic match.
3. Get trust and support. We need to understand the five laws of human mind, namely, limited ability, mental aversion to chaos, mental insecurity, mental aversion to change and mental loss of focus.
4. Key strategy matching. The key point of strategic matching is enforceability. Strategic allocation is to allocate enterprise resources around differentiation, promote the realization of differentiation, and maximize the use and publicity of differentiation.
Extended data:
Operational efficiency and strategic positioning are completely different.
Operational efficiency refers to any business activity that enables enterprises to make full use of resources, and it is more profitable than competitors when carrying out similar activities. Operational efficiency and strategic positioning are two different ways to show the competitive advantage of enterprises.
Interests and strategies operate in different ways, and many managers can easily confuse them. It leads enterprises to unilaterally pursue efficiency and market share and ignore the importance of strategic positioning, or make mistakes in strategic positioning, which leads many enterprises to be "short-lived" in the tide of market economy, because they cannot transform these once brilliant achievements into the ability of sustainable development.
References:
Strategic Positioning-Baidu Encyclopedia