隐形冠军营销策略与利基营销

隐形冠军 都是一些不太为公众所知，但却有着令人羡慕的业绩的公司。

They are profitable niche players that focus on segments whose needs they can best meet.  They can achieve Competitive Advantages that larger and smaller companies cannot, such as strong Differentiation, Brand Positioning, Customer Loyalty, and lower unit production costs.

特点 隐形冠军

• 品牌认知度较低
• 客户满意度高
• 高客户保留率
• 高盈利能力

隐形冠军的例子

Sensata Technologies is a leading supplier of sensors and controls. Few people know about this major company, even though its products impact the automotive, appliance, aircraft, industrial, military, heavy vehicle, heating, air conditioning, data, telecommunications, recreational vehicle, and marine industries. In a decade, it has become a billion dollar company with a strong niche.

Kohler is another example of a hidden champion. The company is a mid-sized company expanding globally. But its focus remains not on being a meandering conglomerate, but a faucet manufacturer focused on consumers first and their desires for attractive and functional faucets. Unlike competitors focused predominately on market share and price competitiveness, Kohler focuses on the consumer (her appetite for design, technology and service) and is noted for its excellence as a result. Many consumers may not even know about Kohler, but plumbers as primary purchasers do because Kohler fulfills their needs.

Why the Hidden Champion Strategy works:

• 在成熟市场建立品牌知名度的难度
• Inability of companies to serve every market segment
• Focus on continuous innovation, best service, and customer value, instead of market share and influence
• 高层管理人员与客户保持直接联系
• 比大型竞争对手更能取悦客户并更贴近客户

请就您的下一个市场研究和战略咨询项目与我们联系。