发展可持续的竞争优势

A sustainable competitive advantage is an advantage in providing value to customers that cannot be imitated.

Numerous cases abound where the first mover in a market develops a competitive advantage, but soon loses it.  In the 1990s, AOL had a competitive advantage as an Internet Service Provider (ISP), becoming the preferred provider for consumers new to the internet. It offered more features in one easy-to-use platform. Some customers used “AOL Keywords” to search just as much as they used Yahoo and Altavista to search. Yet, as customers became more sophisticated and as competing ISPs launched cheaper substitutes (e.g. Netzero, Earthlink), that advantage became difficult to sustain.  It can be a challenge to sustain a competitive advantage because once a product or service is made, other competitors can reverse engineer a company’s success, taking the competitive advantage away.

可持续竞争优势的来源：

• 卓越技能
• 优越资源
• 独特的使用体验
• 独特的产品功能
• 设计
• 交付方式
• 品牌
• 客户关系管理
• 市场调查
• 转换成本高
• 进入壁垒
• 专利
• 成本优势
• 差异化
• 重点

An example of sustainable competitive advantage through differentiation is Starbucks. The company essentially serves a commodity: coffee. But it has made the coffee-buying experience cater to its customers’ lifestyles and psychographics. Customers buy at Starbucks to relax and purchase many of its additional products in the meantime. This superior and unique customer experience is an example of a competitive advantage.

市场研究如何提升竞争优势

市场研究对于发展可持续的竞争优势至关重要，因为它可以揭示客户的需求。它可以：

• 发现竞争对手无法获得的信息
• 确定关键成功因素
• 引导市场定位
• 调整战略举措以保持领先于竞争对手

请就您的下一个市场研究项目与我们联系。