Business Red Strategy - The Secret Code of Corporate Success and Failure

Author: Hai Kuo (Compiler)
Publisher:
Publish Date: 2006-09-01
Features: Find Your Core Strengths In the Grand View Garden, Lin Daiyu is an outstanding girl, but she is not a perfect person in every way. Compared to Baoyu in terms of appearance, she is not as plump and sensual as Baochai; in terms of genuineness and freedom, she is not as boyish as Xiyun with a boyish personality; in terms of nobility and elegance, she is not as refined as Miaoyu, who comes from a marquis family. Even Lin Daiyu's pride—her poetic talent—did not surpass Baochai. In the three poetry competitions described in the novel, Baochai won two. Baochai's poetry is grand and uplifting, capturing lines like "Crimson lacquer washes out the shadow on the autumn steps, snow and ice summon the soul to the stone pavement" and "Good wind often lends its strength, sending me to the blue clouds!" Therefore, Li Xuan said, "If one speaks of elegance and uniqueness, this is undoubtedly Lin Daiyu's poem. But if one speaks of subtlety and depth, it is ultimately Baochai's work." If Lin Daiyu were to compete with others in the aspects mentioned above, it would be of little. Her core competitiveness actually lies in two points: First, the courage to oppose feudal rituals, not valuing men's "official career and economic pursuits," while boldly pursuing her own love. Second, respecting others and herself, living for her own "heart." This is Lin Daiyu's unique core strength. That is why, in Baoyu's heart, she is a "divine sister," one that others can never hope to match. Baoyu praised Lin Daiyu in front of others: "Has Lin Niangniang ever said such nonsense before? If she had, I would have been estranged from her long ago." When enterprises implement differentiation strategies, they must also strive to build their own core value, just like Lin Daiyu. Nowadays, with the maturation of consumer concepts, when purchasing services and products, people not only have material needs but also increasingly demand spiritual fulfillment. With hundreds of similar products available, if a company fails to capture the core value of its product, consumers will find it difficult to generate purchase desire, and even if they do, it will not be sustainable. For example, when people buy airline products, safety is the most basic requirement for passengers, which is also the core competitiveness. If other companies fail to achieve this, their differentiation strategy should focus on this point. Once all companies meet this standard, they should then focus on price, service, and convenience, striving to be better than others in quality, cheaper than others in price, and more innovative than others in affordability. Only such differentiation can be sustainable and have lasting impact. For instance, when "7UP" entered the market, "Coca-Cola" and "Pepsi" already dominated the vast majority of the market and had established a fixed consumer mindset, making soft drinks synonymous with cola. To carve out its own niche, "7UP" adopted a differentiation strategy of "Not Cola," distinguishing itself from the two cola giants and focusing on its own growth in the non-cola segment. Using large-scale advertising and public relations campaigns, it promoted the message: "'7UP' is not cola." This helped it attract its own consumer base. Today, "7UP" ranks third in soft drink sales, second only to the two cola giants. P7-P8