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1、外文翻译HowtoobtainthecompetitiveadvantageofthemarketingchannelMaterialsource:MarketingscienceAuthor:Michael·J·EtzelEnterprisesmustdecideincompetitionfortheeffectsofvariousfactors,tocreateaprofitableandviablecompetitivepositionofsuperiority,thatcompetitiveedge,s
2、othatitcanstandonthemarket,beatthecompetition.Accordingtothewell-knownmanagementexpertMichael·Porter'sdiscussionandanalysisofbusinesstherearetwobasictypesofcompetitiveadvantage,namelycostleadershipandcharacter.Costleadershipisanenterprisecreatesvaluebecauset
3、heprocessofproductionandoperationcoststhanitscompetitorsgettheadvantage.Ifacompanycanachieveandmaintainfullcostleadership,then,aslongasitcanmakethepriceequaltoorclosetotheaveragepriceleveloftheenterprise,wheretheindustrywillbetheadvantageofabove-averagebusin
4、ess,thecompetitiveadvantageofitslowcostwillbetranslatedintotherealityofhigh-yieldreturns.Featureistheextensiveattentionofenterprisesinsomeofitscustomersareseekingtoachieveuniqueintheindustry,butalsothatitsproductionbusinessprocessDuteXing.Enterprises,through
5、itsuniqueproductionandbusinessactivities,ingenioustomeettheneedsoftheircustomers,andgetpremiumrewards.Competitiveadvantagecomesfromthecompanyinproductdesign,production,marketingandlogisticsandothervalue-creatingprocesscarriedoutbyanumberofinterrelatedactivit
6、ies,eachoftheseactivitiescanhelptoconsolidatethecompany'srelativecostpositioncharacteristicsoftheimageasthebasis.Commoditydistributionbusinessmarketingactivitiesareanimportantpartofproductdistributionchannelsandfunctionsperformedbytheproduct'svaluechain,akey
7、partoftheenterprisewasanimportantsourceofsomeadvantage.ThecostadvantageofmarketingchannelsThestatusofproductmarketingchannels,thecostofproductionvalueoftheactivitiesofitscostbehavior,costbehaviorisoftendrivenbyanumberofcostfactors.Candeterminethecostadvantag
8、eofcommoditymarketingchannelsmaindriversofeconomiesofscale,contact,mutualrelations.7(1)economiesofscaleanddistributioncosts.Includingthedistributionofthevalueofincludingavarietyofactivities,ofte