企业的差异化经营策略及其应用研究

摘  要

随着生产力的发展，科学技术的进步，产品同质化的现象越来越严重，市场竞争越来越激烈，利润越来越少，企业经营越来越困难。要改变这种局面，企业必须通过差异化经营，建立局部竞争优势，并把这种优势长期保持下去，才能避免在竞争中的被动局面。在竞争激烈的同质市场中，差异化经营是应对竞争对手的一种重要手段。
本文针对现在竞争激烈的同质市场，提出了用差异化经营策略来改善这一现象。首先，提出了差异化经营的相关概念。差异化经营的含义和差异化经营的特征。差异化经营以市场调查作为基础，是一个动态的过程，是一个系统的工程，实施差异化经营要加强营销全国过程的管理和控制，最重要的是注意顾客的反馈。其次，分析了企业实施差异化经营的重要作用。他有利于避开与竞争对手的正面交锋，提高顾客的忠诚度，提升销售业绩及增加利润，培养企业比较竞争优势，促进企业发展。再次，从营销组合角度提出了差异化经营策略。从产品差异化、价格差异化、分销渠道的差异化、促销差异化等这四个方面来具体介绍的。最后，举例说明了如何实施差异化经营策略实施与应用的。从创造顾客就是创造差异，寻求差异的着眼点，外部形象是差异化最直接的反映，差异化成功需要的因素等四个方面来阐述的。用海尔公司的成长和发展历程来阐述是如何实施差异化经营的。

关键词  差异化经营；差异化策略；差异化实施；
Abstract

With the development of productive forces, scientific and technological progress, product homogenization phenomenon more and more serious, more competitive market, fewer and fewer profits, business has become increasingly difficult. To change this situation, companies must operate through differentiation, the establishment of local competitive advantage and long-term maintained that advantage in order to avoid the passive situation of competition. Homogeneity in the highly competitive market, the difference in operation is to deal with an important means of competition.
In this paper, the same is now highly competitive market, with the difference made to improve the business strategy of this phenomenon. First of all, a difference related to the concept of operation. Differences in the meaning of operations and differences in the characteristics of operation. Differences in management to market research as a basis is a dynamic process, is a systematic project, the implementation of differentiated business marketing to strengthen national management and control process, the most important thing is attention to customer feedback. Secondly, an analysis of differences between enterprises and the important role of business. He will help to avoid confrontation with competitors positive and improve customer loyalty and enhance sales and increase profits and competitive advantage of training enterprises, and promote enterprise development. Once again, from the perspective of the marketing mix of the differences in business strategy. From product differentiation, price differentiation, the differentiated distribution channels, promotions, such as differences in the four aspects described in specific. Finally, examples of how to implement the difference in the implementation of business strategies and applications. From the creation of customers is to create differences in the focus of the search for differences, the differences of the external image is the most direct reflection of the success of differentiation factors such as the need to set out four areas. With Haier's growth and development process to set out how the differences in the implementation of the operation.

Keywords  Differences in management;   differentiated strategy;   differences in the implementation of

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