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Enterprise differentiation strategy

2019-11-07 来源: 51Due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Enterprise differentiation strategy,供大家参考学习,这篇论文讨论了企业的差异化战略。差异化战略是企业竞争战略之一,是提高企业核心竞争力、维持竞争优势、实现企业可持续发展的重要手段。对于一般商品或服务来说,差异总是存在的,只是大小强弱而已。为了实现差异化战略,就要扩大同行业间产品或服务的差异程度,但同时也会加大成本,如何做到有效的差异同时还能降低成本,是实施差异化战略的关键。

Differentiation strategy is one of the competitive strategies of enterprises, which is an important means to improve the core competitiveness of enterprises, maintain competitive advantages and realize sustainable development of enterprises. For general goods or services, there is always a difference, just size and strength. In order to realize the differentiation strategy, it is necessary to expand the degree of difference between products or services in the same industry, but at the same time, it will also increase the cost. How to achieve effective difference and reduce the cost is the key to implement the differentiation strategy.

At present, China's enterprise development environment is facing: science and technology, new technology, the launch of new products, coupled with the diversification of market demand, diversified development, social environment and economic environment complex changes. In the face of such a complex market environment, enterprises to continue to develop, it is necessary to strive to achieve a dynamic balance between internal resources and external environment, and make correct strategic planning according to the changing needs of the market. Only in this way, enterprises can stand firm in the market and achieve long-term development.

With the rapid development of economy and technology, the personalized needs of customers are more and more obvious. In order to better meet the needs of consumers, enterprises can make differentiation strategy as the first choice when formulating strategies. When implementing differentiation strategy, enterprises have advantages in market price, market competition, market concentration, market entry barriers and market performance.

Differentiation strategy can bring a higher premium to the enterprise, which can compensate for the increased cost due to differentiation and bring a higher profit to the enterprise.

Differentiation strategy will obviously weaken the bargaining power of customers, thus ensuring the price advantage.

Differentiation strategy will be in a better position to enhance customer loyalty when dealing with competition from substitutes.

Differentiation strategy will form a certain barriers to entry, which is conducive to reduce the degree of competition in the industry.

The enterprise establishes the customer's trust to the product through the differentiation strategy, causes the substitute to be unable to compete with it. Differentiation strategy is not necessarily successful. If a large amount of manpower, material resources and financial resources are spent to make the cost of the enterprise much higher than that of other competitors, the price of the product may be too high, making customers abandon differentiated products and choose neutral products with moderate price.

Products can be differentiated from the quality, function, design, variety and other aspects, so as to form a brand image, such as Nike and converse, because of the main function of the shoes, the formation of different consumer groups.

Differences can be realized in store decoration style, sales personnel, service personnel, delivery time, consultation and other aspects to meet the psychological needs of customers and improve customer loyalty. For example, the service of haidilao is well-known.

Innovation is a general concept. We can start from the whole industrial chain and realize innovation in any link and aspect, so as to form the difference that consumers can feel.

Do research first, understand the market demand, conduct market analysis, determine the target customer group, and then combine the enterprise's own advantages in technology, capital, talent, management and other aspects, give full play to their strengths, conduct SWOT analysis, determine the area of differentiation.

After the differentiation field is determined, the competitors are analyzed in terms of products, services and market position, etc. Enterprises can further expand the degree of differentiation according to the situation of competitors, enhance their competitive advantages and improve customer loyalty.

At the same time, we should adopt the strategy of cost reduction. The implementation of differentiation strategy should be matched with the advantages or resources of the enterprise, and the cost and benefit of implementing differentiation should be considered comprehensively.

The implementation of brand differentiation should be rational. Not every enterprise is suitable to take the road of differentiation, so the enterprise in whether to carry out differentiation, must be determined according to their actual situation. Do not because product differentiation but the existing market share shrinking, or even lost the market, so it is not worth the loss.

In the process of strategy implementation, enterprises pay too much attention to product and service differentiation while ignoring production cost, which eventually leads to high product price. Meanwhile, consumers are not willing to pay for this difference, which leads to enterprises' difficulty in making profits or even failure of differentiation. In the process of implementing differentiation, there should be a global awareness.

The implementation of the differentiation strategy not only requires the enterprise to have a high design ability, production capacity and research and development, sales ability, but also requires the employees of the above departments to cooperate with each other in the implementation of the differentiation process, to establish a harmonious sense of teamwork. In order to improve the effect of differentiation, the communication channel should be smooth and the external information should be responded quickly.

Many enterprises will have a large number of imitators after a short time of differentiation. Therefore, when implementing the differentiation strategy, enterprises must have core capabilities, try to maintain the durability of core capabilities, constantly improve and develop new core capabilities, so as to create differentiation advantages that are hard for competitors to imitate.

The implementation of differentiation strategy should strengthen the management and control of the sales process, especially the feedback from customers. Customers' needs and opinions are the basis and standard of strategy formulation and the correct market direction in the differentiation formulation process.

In the current enterprises increasingly competitive today, today, at the same time there are a lot of business opportunities, China's enterprises should assess the situation, grasp the good opportunity, and use the correct enterprise management strategy, make the most wise choice, ideal for business in such a competitive environment, can be in the market, the wind, into the hearts of consumers, set up their own brands, to create more wealth.

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