一项调查报告显示，方便面虽然是方便食品，但我国消费者非常关注

[多选题]一项调查报告显示，方便面虽然是方便食品，但我国消费者非常关注方便面的口味和品质。除了口味以49.0%的比率排在购买因素的第1位之外，有38.5%的消费者关注方便面的品质；关注品牌和价格的消费者比率分别为30.5%和27．0%；关注方便面的配料和面的弹性的消费者比率也分别达到26.5%和26．0%；同时还分别有18.5%和17.0%的消费者更关注方便面的营养和卫生。 K牌方便面在我国方便面市场占据1／3左右的市场份额，其在产品口味、品种、包装、品牌传播等方面都走在其他方便面企业的前面。但是，K牌方便面的特色程度正在逐步减退。一些中小方便面企业和新进入方便面市场的品牌通过差异化的品牌策划、产品策划、市场策划和销售策划，在某个细分市场或某个区域市场取得竞争优势，借此在方便面市场做强做大。 (1)品牌定位差异化。例如，W牌方便面通过非油炸的品牌定位，与K牌方便面形成了明显的市场区隔，使W牌方便面很快成为方便面市场知名品牌。 (2)产品卖点差异化。例如，J牌弹面以面的弹性作为产品的新卖点，与K牌方便面在产品上形成了差异，从而成就了J牌方便面品牌。 (3)产品口味差异化。例如，T牌老坛酸菜牛肉面，通过推出新的产品口味，与K牌方便面等产品在口味方面形成了差异，赢得了消费者的认同，产品销量迅速增加，同时提升了T牌方便面的整体品牌形象。 要求： (1)根据调查报告显示的信息，你认为在方便面市场竞争适宜采用何种基本竞争战略？为什么？ (2)W牌方便面、J牌弹面、T牌老坛酸菜牛肉面采用的是什么样的竞争战略？阐述采用这种竞争战略的优势。 (3)分析K牌方便面所采用的竞争战略正在面临的风险。

A. (1)调查报告显示，"方便面产品虽然是方便食品，但我国消费者非常关注方便面的口味和品质"。关注价格的消费者的比例明显低于关注口味、品质和品牌的消费者，所以依据差异化战略与成本领先战略实施市场条件分析，在方便面市场竞争适宜采用差异化战略，而不是成本领先战略。 (2)W牌方便面、J牌弹面、T牌老坛酸菜牛肉面分别通过"品牌定位差异化、产品卖点差异化、产品口味差异化，在某个细分市场或某个区域市场取得竞争优势"，这三个品牌采用的是集中化战略中的集中差异战略。由于采用集中差异战略是企业在一个特定的目标市场上实施差异化战略，所以，差异化战略抵御产业5种竞争力的优势也都能在集中战略中体现出来。此外，集中战略的实施可以增强企业相对的竞争优势。 (3)K牌方便面"在我国方便面市场占据1/3左右的市场份额，其在产品口味、品种、包装、品牌传播等方面都走在方便面企业的前面"，可以判断K牌方便面采用的是差异化竞争战略。采取差异化战略的风险主要有： 1)企业形成产品差别化的成本过高； 2)市场需求发生变化； 3)竞争对手的模仿和进攻使已建立的差异缩小甚至转向。 本案例中，K牌方便面面临的风险主要体现在第三点："中小方便面企业和新进入方便面市场的品牌通过差异化的品牌策划、产品策划、市场策划和销售策划"使得"K牌方便面的特色程度正在逐步降低"。 【English Answers】 (1)A survey shows that although instant noodles are convenient goods,the Chinese consumers are very concerned about the tasteand quality of instant noodles.The proportion of consumers who are paying attention to price is obviously lower than that of consumers who are paying attention to the taste,quality and brand,so in accordance with differentiation strategy and cost leadership strategy,the analysis of market conditions would be carried out,the differentiation strategy rather than cost leadership strategy should be adopted in competitive instant noodles market. (2)Brand W instant noodles,brand J elastic noodles,brand T old altar pickled beef noodles obtain competitive advantages in some segmented market or some regional market through brand positioning differentiation,product selling point differentiation,product taste differentiation.These three brands all adopt focused differentiation strategy which includedin focused strategy. Due to applying focused differentiation strategy is thatenterprise implements differentiation strategy in specific target market,therefore,the advantages of differentiation strategy defensing five competitive forces could be shown on focused differentiation strategy.In addition,implementation of focused strategy could strengthen relative competitive advantage of enterprise. (3)Brand K instantnoodles"itoccupies 1／3market share of national instant noodles market,it walks in front of other instant noodles enterprises in aspects of taste,types,packaging,brand communication and etc",it could be indicated that differentiation competitive strategy is adopted by Brand K instant noodles.Main risks of adopting differentiation strategy: 1)Cost of realizing differentiation is too high; 2)Market demand has changed; 3)The imitation and attack of competitors make established differentiation become small and de-fiected． In this case,the risk which K brand instant noodles faces mainly is reflected on the third pornt:"the medium and small instant noodles en-terprises and new entrance brands make the feature of K brand instant noodles decreased through differentiated brand planning,product planning,market planning and sales planning".