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要素品牌战略:B2B2C的差异化竞争之道

要素品牌战略:B2B2C的差异化竞争之道

作者: 菲利普•科特勒
Author: Philip Kotler
出版日期:2010年9月
Publication Date:2010年9月
ISBN: 978-7-309-07578-6
定价:¥38元
Price:¥38元

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  • 现代营销学之父 科特勒的最新力作!
    当中国公司急需更具竞争力的生存术的时候,
    它们重新发现了科特勒,他教会商家如何“供不应求”。


    消费者的购买决策越来越难,作为营销人员,你怎么办?
    面对激烈的竞争,成功的要素品牌与名不见经传的廉价模仿者
    之间的区别就在于它能为顾客提供更多、更具启发意义的东西。


    要素品牌战略,顾名思义是指为某些品牌成品中必不可缺的材料、元素或部件等构成要素所制定品牌的战略。如人们耳熟能详的Intel处理器、利乐包装、特富龙、杜比,等等。要素品牌战略并不是那些已经经过检验的战略的替代品,它是一种全新的战略。自该概念问世以来,越来越多的公司都认识到了其独特的优势,同时也发现了如何成功地实施要素品牌策略。无论对要素生产商,还是最终成品制造商来说,要素品牌化都有优势。生产商希望改变其产品无人知晓、容易被替代的窘境;成品制造商希望自己的产品实现差异化,从而达到溢价的目的。因为,这种营销工具将使消费者在做购买决策时不光关注最终产品本身,也开始重视产品所使用的材料,有助于其进行购买决策。
     

    【好评如潮】
    “本书是阐述要素品牌战略的第一本专著——我们有理由相信,在不久的将来,越来越多的要素供应商都会选择实施要素品牌战略。这本营销学之父科特勒的新作,堪称有要素品牌战略的百科全书,是市场营销人士的必读书籍之一。
    ——营销实战大师、GCS总裁、科特勒咨询集团首席营销顾问 约翰.卡斯林
    “本书向读者清晰地阐释了如何通过实施要素品牌战略来提高消费者对某一要素的青睐程度,让经理和公司领导者了解这一创新的营销理念的运作方式,并告诉他们如何进行实施。”
    —中欧国际工商学院教务长兼副院长 约翰.奎尔奇
    本书立意新颖、生动有趣,向读者展示了一个认识市场营销和市场定位的新视角;而且本书对公司的品牌实践具有很高的指导意义,是一本极具价值和可读性的书,能够帮助要素生产商拉近其产品与消费者的距离。
    ——中欧国际工商学院教务长兼副院长 郭理默
     

    An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

  • 菲利普•科特勒(Philip Kotler),现代营销学之父,营销学基础框架的创立者,美国西北大学凯洛格管理研究生院国际营销学终身教授和S.C.庄臣学者。他曾获得芝加哥大学经济学硕士学位和麻省理工学院经济学博士学位。包括哈佛大学在内的多所大学还授予他荣誉博士学位。科特勒教授著述甚多,作品多被翻译成数十种文字,在世界范围内畅销不衰,影响甚广。

    Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. He received his Master‘s Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, B2B Brand Management and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the American Marketing Association‘s (AMA) "Distinguished Marketing Educator Award" (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for "Marketing Excellence". He was chosen as the "Leader in Marketing Thought" by the Academic Members of the AMA in a 1975 survey. He also received the 1978 "Paul Converse Award" of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him "Marketer of the Year". Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organization and international marketing. In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking. Waldemar Pfoertsch currently holds the position of Associate Professor of Marketing at CEIBS (China Europe International Business School, Shanghai) and Professor for International Business at University of Pforzheim, and he was visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago and at Stuart School of Business at Illinois Institute of Technology Chicago. In addition he was an online tutor for MBA Program International Management University Maryland College Park and lecturer at the Steinbeis University in Berlin. He also was Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University, Lecturer for Strategic Management at Lake Forest Graduate School of Management and Professor for International Marketing at the University of Cooperative Education Villingen-Schwenningen. He received two Master Degrees (economics & business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin. His latest publication in English and German cover the areas of Business-to-Business Marketing, B2B Brand Management and Ingredient Branding, I also published: Living Web and Internet Strategies, International Strategies, etc.. He published more than 50 articles in German, Chinese and English language on international management and marketing issues. Professor Pfoertsch has consulted for such companies as Daimler, HP, IBM, and many medium size corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non-profit organizations.

  • 推荐序一 3M
     推荐序二 张惟炯
     推荐序三 拜 耳
     推荐序四 美克邦
     推荐序五 Bitrex
     自序 


    1.为什么要打造品牌
     1.1什么是要素品牌战略
     1.2一种新的品牌战略
     1.3你能从本书中学到什么 


    2.要素品牌战略基础
     2.1要素品牌战略的理论基础
     2.2要素品牌原则
     2.3要素品牌的要求
     2.4收益和风险 


    3.Intel Inside——要素品牌成功故事


    4.要素品牌战略的实施
     4.1品牌概念的重要性
     4.2要素品牌战略的品牌概念
     4.3战略选择
     4.4沟通政策 


    5.要素品牌战略的成功故事
     5.1汽车行业部件
     5.2纺织行业的纤维品牌
     5.3一种重要的成分——玻璃
     5.4食品行业的例子 
     

    6.要素品牌的成功案例
     6.1特氟龙:要素品牌战略基础
     6.2杜比:创新引导科技发展
     6.3利乐:从设备制造商到大众品牌
     6.4苦味分子(Bitrex):完善营销网络
     6.5禧玛诺:隐形要素品牌
     6.6模克隆:高科技材料
     6.7数字光处理技术(DLP):宠爱你的客户
     6.8肖特赛兰:成功的差异化战略
     6.9美克邦:说服客户,衡量价值 


    7.管理并衡量要素品牌
     7.1管理要素品牌
     7.2衡量品牌的原则 


    8.成功的要素品牌的视角


    关于作者
    参考文献
    公司网址
    要素品牌公司图例 
     

  • 1.为什么要打造品牌
      在B2C (business to customer,即企业对消费者的电子商务模式)行业,人们愿意多花钱买名牌早已是不争的事实。诸如奔驰、香奈尔和索尼之类的知名品牌,这些产品虽然价格不菲,却在消费者心目中有着独一无二的地位,无论这种影响力来源于其耐用的质量、精良的工艺还是对于身份的象征。
      在消费品领域,人们早就认识到了强大而有吸引力的品牌的优势。不过,最近却出现了这样一个现象,即为那些构成最终成品的要素打品牌。毕竟,最终成品是由各个要素组成的,那为何不推广并利用这些组成要素呢?
      如果应用得当,要素品牌策略可以让要素和成品生产商达到双赢。而这对于日益精明、对所购买产品的组成成分有质量要求的消费者来说无疑也是一件好事。如果消费者对所购买的产品非常满意,生产商的业务就会欣欣向荣,而这只会促使他们为消费者提供更好的产品来满足其需求……这样,就形成了一个良性循环。
      通常意义上的品牌化可能已经达到饱和,甚至催生了“去品牌化”的浪潮。但要素品牌化的出现为人们认识品牌的力量提供了一个全新的维度。下面,让我们来详细了解一下要素品牌化吧。


      1.1什么是要素品牌战略?
      在当前这个竞争激烈、全球化进程日益加快、消费者偏好已经定型的市场环境下,基件公司目前采取的市场推广措施有一定的局限性。随着消费者变得越来越成熟,向他们推销产品就越来越难了。不过,这也为接近消费者开辟了一些新的途径,给生产商提供了更多销售产品的机会。要素品牌化就是其中的一种途径。
      很多研究表明,受过教育的消费者喜欢包含有品牌的要素的产品,而且愿意为此多花钱。例如,英特尔公司的成功就归功于其要素品牌战略。不过,在上世纪80年代初,刚提出要素品牌这一概念时,英特尔就像是在赌博。当时,英特尔销售额仅5亿美元,却在接下来的三年中投入了1亿美元进行要素品牌推广,结果公司既深化了要素品牌这一理念,也促进了业务发展。英特尔从其他推行过要素品牌理念的公司,如美国的纽特公司和杜邦(特氟龙、英威达地毯、莱卡等),挖来了一批经验丰富的专业人士,很多业内人士认为英特尔的这一举措太冒险了,但事实证明它很有分寸。
      现在,英特尔这一品牌已经家喻户晓,它主导了计算机处理器市场。2006年,英特尔调整了其品牌理念,开始了从要素品牌到主品牌的转变。然而,利用要素品牌策略推广产品并非易事。如果你的产品直接面向终端消费者,那你就能利用各种渠道;如果你的产品只是其他公司产品的某个成分或要素,那你和消费者之间的关系就只能依赖提供最终产品的公司,而这个公司可能不愿帮你联系他们的客户。在这种情况下,要素品牌或许可以帮助增强供应商的力量,创造客户需求,从而提高销售额。在很多情况下,公司由于缺乏资源而无法推行要素品牌战略,其所需条件包括:
     成分或要素必须高度差异化而且必须能够为客户创造可持续价值,比如抗菌技术第一品牌美克邦或防水布料品牌戈尔特斯(Gore?Tex?)。
     成分或要素对最终产品的性能起关键性作用,如高性能汽车中使用的布伦宝刹车或者高级比赛用自行车上使用的禧玛诺齿轮传动装置等。
     下游公司也支持要素生产商在要素品牌化方面所做的努力,因为它已经为此做了巨大的投资。
     最终产品本身追求很高的品牌价值,并能因此使其产品实现差异化,例如重型施工设备适用的珀金斯柴油发动机,美国3M公司的视觉丽反光材料和思高洁纺织用保护涂料。
     最终产品非常复杂,由多个公司提供的部件组装而成,这些公司有时也独立销售其产品。这类要素或成分在汽车零部件市场非常常见,如Recaro汽车座椅。
    不过,切记,这些条件并非一成不变,而是一直都在不断地演变,并且在过去几年中发生了很大变化。很多品牌,如抗菌技术领域的美克邦,Natureworks的环保塑料品牌英吉尔(Ingeo),美国嘉吉公司(Cargill)的纯天然降胆固醇食品品牌CoroWise,德州仪器(Texas Instruments)的DLP技术以及大东电报局系统(Cable and Wireless Systems)等,都已经把其品牌认知很好地传达给了消费者。
      目前,推行要素品牌化理念的公司还有很多(完整的列表参见附录)。在本书中,我们将分析它们提供的产品及用于市场推广的各种方法,并将这两点结合起来,以便教给你一种清晰、简便的方法,帮助你实施自己的要素品牌化理念。
      作为一个市场营销领域的概念,要素品牌化已经提出很久了,但直到最近才流行起来。早在20世纪上半叶,知名化工公司赫司特和巴斯夫就已经开始采用要素品牌策略向价值链7后端的消费者推销其染料(Indanthren)和合成剂(Hostalen)了。在美国,20世纪60年代,杜邦公司针对其产品特氟龙(Teflon)也采取了相似的策略并获得了成功。不过,最能体现要素品牌化战略对销售的刺激作用的案例还是上世纪80年代初计算机微处理器制造商英特尔借助“Intel Inside”策略所取得的巨大成功。
      无论对要素生产商还是最终成品制造商来说,要素品牌化都有优势。很多供应商都开始模仿英特尔推行自己的要素品牌化市场营销理念,以改变其产品无人知晓、很容易被替代的窘境。自要素品牌化概念问世以来,越来越多的公司都认识到了其独特的优势,同时也发现了如何成功地实施要素品牌策略。
     

    Review
    From the reviews: “The well-written book comprehensively explores and analyzes ingredient branding and offers particularly valuable insight into how marketers can make an ingredient branding strategy work to best advantage. … Marketers would do well to recognize that ingredient branding can play a big role in their quest for competitive advantage. Summing Up: Highly recommended. All readers, especially upper-division undergraduates and practitioners.” (N. A. Govoni, Choice, Vol. 48 (6), February, 2011)


    From the Back Cover
    An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source—a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies’ "live or die" based upon the success of their brands. —John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of "Chaotics: The Business of Managing and Marketing in The Age of Turbulence" This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it. —John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of "Greater Good: How Good Marketing Makes for Better Democracy" A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by "making the invisible visible". —Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China

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