企业如何获取差异优势——差异化战略的关键问题研究

摘  要

市场的同质化趋势和消费者需求层次的显著提升以及消费者需求的多样化在客观上呼唤着差异化战略的实施运用，而实施差异化战略的关键问题在于获取差异优势，本文旨在通过对企业差异化战略的基本内涵，实施必要性，多重来源，驱动因素的阐述说明来研究企业差异化战略，其中将重点描述差异化的价值链来源，文章重在揭示企业应当如何在差异化战略实施应用过程中获取差异优势以及差异优势实现具体步骤有哪些；文中还以国内外企业实施差异化战略获取差异优势的成功案例佐以说明差异优势的获取这一关键问题。此外本文还将就企业试图获取差异优势过程中可能存在的问题和误区进行详尽说明，其中还将结合我国现阶段特殊国情以及我国企业的发展现状提出现实性建议。

关键词： 差异优势 价值链活动 风险 建议
 
ABSTRACT

The market homogenization tendency 、 the remarkable promotion of consumer demand level and the diversification of consumer demand request the implementation and utilization on objective. The key to the implementation of the  strategy lies in the achievement of the differentiation superiority, this article will give a elaborated study about the differentiation strategy through the basic connotation, the necessity, multiple sources, actuated factor, and the core of this part is the sources due to the value chains.I write this article with the purpose that posing the fact how enterprises can capture the differentiated superiority by the implementation of the differentiation strategy,meanwhile,there is the introduction about the steps of the process.  the article also contains a lot of successful cases which refer to the domestic and foreign enterprise  to illuminate the cucial problem.  In addition this article will also show the question and the erroneous zone on the enterprise which will gain the differentiated superiority during the implement process .in the end the article will show some feasible proposals through our country present stage special national condition and domestic enterprise's development situation. 

Key words:Differentiated superiority  Activities of the value chains  Venture 

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