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媒体报道|特劳特伙伴公司:找准战略定位,发出漂亮一击 2020-01-16ChinaDaily

近日,《中国日报》专(zhuan)访了特(te)(te)(te)劳特(te)(te)(te)伙(huo)伴公司(si)全(quan)球(qiu)总(zong)裁邓德隆,畅(chang)谈特(te)(te)(te)劳特(te)(te)(te)成为(wei)企业(ye)“创业(ye)伙(huo)伴”的制度创新(xin),以及正在进行的全(quan)球(qiu)化(hua)布局。采访刊登在《中国日报》商(shang)业(ye)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(lao)特伙(huo)伴公司(si)源于美国,提供战略定(ding)位咨询服务,据(ju)公司(si)管理层介绍,目(mu)前公司(si)正在中国扩大规模、追加投资(zi),以帮助(zhu)更多的(de)中国企业通过战略定(ding)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(te)劳(lao)特(te)全(quan)球总裁邓德隆表示,他一(yi)如既往地看(kan)好(hao)公司(si)在中(zhong)国(guo)的(de)(de)前景,这在其全(quan)球格局(ju)中(zhong)具有举足轻(qing)重(zhong)的(de)(de)地位。“中(zhong)国(guo)的(de)(de)咨询市场会继续蓬勃发(fa)展,因(yin)为社(she)会分工越(yue)来(lai)越(yue)细致,外部环境日益复(fu)杂(za),企业需要(yao)外部视角以获(huo)得各个(ge)领域的(de)(de)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(wei)是企业战略的(de)(de)核心,企业想要(yao)获得可持续的(de)(de)竞争优势,不应该(gai)去追(zhui)逐现(xian)有市场,而应该(gai)创造出新市场——新需求和新顾客,并(bing)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(wo)们(men)(men)(men)会继(ji)续(xu)投资我(wo)们(men)(men)(men)的(de)(de)创业(ye)伙伴。我(wo)们(men)(men)(men)把企业(ye)视为创业(ye)伙伴,而非通常意义上的(de)(de)客户,并谋(mou)求成为客户企业(ye)的(de)(de)第(di)二大股(gu)东。如果(guo)我(wo)们(men)(men)(men)要引(yin)领(ling)战略方向,这是企业(ye)里最适合我(wo)们(men)(men)(men)的(de)(de)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(biao)示,企业(ye)应当避(bi)免做与他人(ren)相同的产品,而要(yao)做独特的产品,从(cong)而占领顾客心智。“现有市场不(bu)是你的市场,它属(shu)于(yu)市场中已(yi)经(jing)存在的那些企业(ye)。” 


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(te)(te)劳(lao)特(te)(te)伙伴(ban)公(gong)司在世界范围(wei)内设立(li)了27个(ge)分支机构,形成了一个(ge)全球性的(de)战略(lve)(lve)专家网(wang)络,运用杰(jie)克(ke)·特(te)(te)劳(lao)特(te)(te)(Jack Trout)的(de)理念——“定(ding)位(wei)理论”,将其方法论在全世界发扬光大。特(te)(te)劳(lao)特(te)(te)为范围(wei)广泛的(de)各种企业提供了战略(lve)(lve)定(ding)位(wei)咨询,例如苹(ping)果公(gong)司、美国电话电报公(gong)司(AT&T)、IBM、宝洁(jie)公(gong)司及通用磨坊公(gong)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(lao)特中(zhong)国公司成(cheng)立(li)于2002年(nian),如今是(shi)特劳(lao)特所有(you)分支机构中(zhong)发展最快(kuai)、规模(mo)最大(da)的(de)一家(jia)。它帮(bang)助了许多中(zhong)国企业建立(li)战略定(ding)位(wei)并(bing)取得(de)卓越绩效(xiao),成(cheng)为(wei)行业典(dian)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(de)隆强(qiang)调说:“特劳特与潜力巨大的企业长期合作(zuo),合同(tong)期在(zai)5年(nian)以上,并且持有(you)其股(gu)份,以确保我们(men)成(cheng)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(gua)子二手(shou)(shou)车(che),源(yuan)自线(xian)上分类信息网站赶集网的(de)子频道,特劳特为其确立了“二手(shou)(shou)车(che)直(zhi)卖(mai)网”的(de)定位,以及(ji)“没有(you)中间(jian)商(shang)赚差价(jia)”的(de)独(du)特价(jia)值,协助瓜(gua)子二手(shou)(shou)车(che)成(cheng)为二手(shou)(shou)车(che)行业领军者(zhe)。 


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(cai)经大学(xue)教(jiao)授(shou)王新新认(ren)为,定位理论重视企(qi)业做战略决(jue)策、占(zhan)领潜在顾客心(xin)智、凸显品(pin)牌价(jia)值时的(de)差(cha)异(yi)化,企(qi)业需要付出更多努力以(yi)满足顾客的(de)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(song)(FlashEx)为个人用(yong)户提供同城快(kuai)递服务(wu),其创始人兼CEO薛鹏表示,在特劳特伙伴(ban)公司(si)的协助下,闪送(song)确立了(le)“一(yi)对一(yi)急(ji)送(song),拒绝拼单”的定(ding)位(wei),这(zhei)就使(shi)得(de)闪送(song)和其他快(kuai)递公司(si)完(wan)全不同。


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