基于质量服务新视角的企业市场定位——以摩托罗拉公司为例

On Enterprise's Market Positioning from the Perspective of Quality Service——Motorola Company as an Example

从20世纪70年代以来,"定位"这个概念已经被企业普遍接受并作为其重要的营销策略,进而用来建立各自的竞争优势。但是大多数企业的市场定位是基于产品或服务的设计、价格、广告、品牌和销售地域等浅层次方面,虽然企业可能在一定时期内获得一定的收益,但从长远来看,这类市场定位并不能为企业赢得长期利益。以摩托罗拉公司的"全质量服务"和"六西格玛"标准为例,系统阐述了基于质量服务的深层次市场定位的创新性和长效性,并且为企业的未来提供了比较明确的发展方向和较高的商业价值。

The concept of ＂ positioning＂ has been widely accepted as important business and marketing strategies to establish competitive advantage since 1970s.But most enterprise＇s market positioning is based on the product or service design,price,advertisement,brand and marketing areas,which may bring certain profit for the enterprise in a given period,but not in the long run.Taking ＂ quality service＂ and＂ Six Sigma＂ standard in Motorola Company as an example,this paper elaborated the innovation and long-term effectiveness of the system to provide a clear development direction and high commercial value for the enterprise in the future.