特劳特伙伴公司:找准战略定位,发出漂亮一击

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  企业信息  ·  2020-01-16 16:06

近日,《中国日报》专访了特劳特伙伴公司全球总裁邓德隆,畅谈特劳特成为企业“创业伙伴”的制度创新,以及正在进行的全球化布局。采访刊登在《中国日报》商业板块头版。

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Deng Delong, global president of Trout & Partners.

[Provided to China Daily]

Consultancy firm finds sweet spot in strategic positioning services

By Fan Feifei | China Daily

Trout & Partners, a US firm which offers strategic advisory services, is increasing its presence and investment in China to help more Chinese companies use strategic positioning for gaining an edge in global markets, according to company officials.

特劳特伙伴公司源于美国,提供战略定位咨询服务,据公司管理层介绍,目前公司正在中国扩大规模、追加投资,以帮助更多的中国企业通过战略定位,在全球市场中胜人一筹。

Deng Delong, global president of the company, said he remained bullish on the company’s prospects in China, which plays a significant role in its global layout. “China’s consulting market will continue to flourish. As the labor market becomes more subdivided, and the external environment becomes more complex, enterprises will need an external perspective to gain professional knowledge in various fields,” Deng said.

特劳特全球总裁邓德隆表示,他一如既往地看好公司在中国的前景,这在其全球格局中具有举足轻重的地位。“中国的咨询市场会继续蓬勃发展,因为社会分工越来越细致,外部环境日益复杂,企业需要外部视角以获得各个领域的专业知识。”

Deng said that positioning is the core of corporate strategy. In order to have a sustainable competitive advantage, enterprises should not chase existing markets, but create new ones-new demand and new customers and lead them, he said.

邓德隆说,定位是企业战略的核心,企业想要获得可持续的竞争优势,不应该去追逐现有市场,而应该创造出新市场——新需求和新顾客,并引领他们。

“We will continue to invest in companies, whom we regard as partners instead of clients in the usual sense, and expect to become the second-largest shareholder of our client companies, which is the most suitable position for us in the enterprise to guide the strategic direction.”

“我们会继续投资我们的创业伙伴。我们把企业视为创业伙伴,而非通常意义上的客户,并谋求成为客户企业的第二大股东。如果我们要引领战略方向,这是企业里最适合我们的位置。”

He said enterprises should avoid copycat products, and make unique ones, in a bid to win minds. “The existing markets are not your markets, but markets for other existing companies.”

他表示,企业应当避免做与他人相同的产品,而要做独特的产品,从而占领顾客心智。“现有市场不是你的市场,它属于市场中已经存在的那些企业。”

Trout & Partners has established 27 branches worldwide. It is a global network of strategy experts that applies Jack Trout’s concepts, the “Positioning Theory”, and develops his methodology around the world. It has consulted with a wide range of companies including Apple, AT&T, IBM, Procter& Gamble and General Mills.

特劳特伙伴公司在世界范围内设立了27个分支机构,形成了一个全球性的战略专家网络,运用杰克·特劳特(Jack Trout)的理念——“定位理论”,将其方法论在全世界发扬光大。特劳特为范围广泛的各种企业提供了战略定位咨询,例如苹果公司、美国电话电报公司(AT&T)、IBM、宝洁公司及通用磨坊公司(General Mills)等。

The consultancy’s China branch was founded in 2002, and is now the fastest-growing and the largest in scale. It has helped many Chinese companies establish their strategic positioning and achieve outstanding performance, which further led them to become the benchmark of their industries.

特劳特中国公司成立于2002年,如今是特劳特所有分支机构中发展最快、规模最大的一家。它帮助了许多中国企业建立战略定位并取得卓越绩效,成为行业典范。

“We obtain a long-term relationship with enterprises by signing contracts that are over five years and investing in firms with enormous potential, and we make ourselves ‘strategy partners’ of entrepreneurs,” Deng noted.

邓德隆强调说:“特劳特与潜力巨大的企业长期合作,合同期在5年以上,并且持有其股份,以确保我们成为企业家的‘战略合伙人’” 。

It has helped Guazi.com, which was originally a sub-channel of online service provider Ganji.com, establish its positioning as a “used-car direct-selling platform” and the unique value of “no intermediaries and price differences”, and enabled it to gain leadership in the category of used cars.

瓜子二手车,源自线上分类信息网站赶集网的子频道,特劳特为其确立了“二手车直卖网”的定位,以及“没有中间商赚差价”的独特价值,协助瓜子二手车成为二手车行业领军者。

Wang Xinxin, a professor from Shanghai University of Finance and Economics, said the Positioning Theory emphasized the differentiation when enterprises make strategic decisions, as well as winning the prospect’s mind and letting people realize brand value, but enterprises should do more to satisfy personalized and dynamic demands from consumers.

上海财经大学教授王新新认为,定位理论重视企业做战略决策、占领潜在顾客心智、凸显品牌价值时的差异化,企业需要付出更多努力以满足顾客的个性化动态需求。

Xue Peng, founder and CEO of FlashEx, a provider of intracity delivery services to individual customers, said with the help of Trout & Partners, the company has established its positioning as a “one-to-one or exclusive delivery service”, which has completely differentiated it from other delivery competitors.

闪送(FlashEx)为个人用户提供同城快递服务,其创始人兼CEO薛鹏表示,在特劳特伙伴公司的协助下,闪送确立了“一对一急送,拒绝拼单”的定位,这就使得闪送和其他快递公司完全不同。

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