媒體報道|特勞特伙伴公司:找準戰略定位,發出漂亮一擊 2020-01-16ChinaDaily

近日,《中國日報》專訪了特勞特伙伴公司全球總裁鄧德隆,暢談特勞特成為企業“創業伙伴”的制度創新,以及正在進行的全球化布局。采訪刊登在《中國日報》商業板塊頭版。

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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.

特勞特伙伴公司源于美國,提供戰略定位咨詢服務,據公司管理層介紹,目前公司正在中國擴大規模、追加投資,以幫助更多的中國企業通過戰略定位,在全球市場中勝人一籌。 


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.

特勞特全球總裁鄧德隆表示,他一如既往地看好公司在中國的前景,這在其全球格局中具有舉足輕重的地位?!爸袊淖稍兪袌鰰^續蓬勃發展,因為社會分工越來越細致,外部環境日益復雜,企業需要外部視角以獲得各個領域的專業知識?!?nbsp;


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.

鄧德隆說,定位是企業戰略的核心,企業想要獲得可持續的競爭優勢,不應該去追逐現有市場,而應該創造出新市場——新需求和新顧客,并引領他們。 


“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.”

“我們會繼續投資我們的創業伙伴。我們把企業視為創業伙伴,而非通常意義上的客戶,并謀求成為客戶企業的第二大股東。如果我們要引領戰略方向,這是企業里最適合我們的位置?!?nbsp;


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,企業應當避免做與他人相同的產品,而要做獨特的產品,從而占領顧客心智?!艾F有市場不是你的市場,它屬于市場中已經存在的那些企業?!?nbsp;


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.

特勞特伙伴公司在世界范圍內設立了27個分支機構,形成了一個全球性的戰略專家網絡,運用杰克·特勞特(Jack Trout)的理念——“定位理論”,將其方法論在全世界發揚光大。特勞特為范圍廣泛的各種企業提供了戰略定位咨詢,例如蘋果公司、美國電話電報公司(AT&T)、IBM、寶潔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.

特勞特中國公司成立于2002年,如今是特勞特所有分支機構中發展最快、規模最大的一家。它幫助了許多中國企業建立戰略定位并取得卓越績效,成為行業典范。 


“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.

鄧德隆強調說:“特勞特與潛力巨大的企業長期合作,合同期在5年以上,并且持有其股份,以確保我們成為企業家的‘戰略合伙人’” 。


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.

瓜子二手車,源自線上分類信息網站趕集網的子頻道,特勞特為其確立了“二手車直賣網”的定位,以及“沒有中間商賺差價”的獨特價值,協助瓜子二手車成為二手車行業領軍者。 


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.

上海財經大學教授王新新認為,定位理論重視企業做戰略決策、占領潛在顧客心智、凸顯品牌價值時的差異化,企業需要付出更多努力以滿足顧客的個性化動態需求。 


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.

閃送(FlashEx)為個人用戶提供同城快遞服務,其創始人兼CEO薛鵬表示,在特勞特伙伴公司的協助下,閃送確立了“一對一急送,拒絕拼單”的定位,這就使得閃送和其他快遞公司完全不同。


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