Corporate differentiation strategy-留学Essay代写－r51due

英国essay论文精选范文：“Corporate differentiation strategy”，这篇论文讨论了公司差异化战略。差异性战略是企业为了使产品有别于竞争对手形成差异而突出一种或数种特征，借此胜过竞争对手的一种战略，其核心是取得某种对顾客有价值的独特性。实现差异化的方式不拘一格，在设计或品牌形象、技术特点、外观特点、客户服务、经销网络等多个方面均可展示独特性。

In product design, quality and performance, additional functionality, such as the uniqueness of distinguished from competitors, can be called "internal factors" differentiation, pricing, distribution channels and sales factors combined morphological changes, it is called "external factors" differentiation. In a variety of business strategy, enterprises within each product items you want to use different strategies, it is clear that there is great difficulty, differences between implementation of external factors, through the differentiation of other factors in the marketing mix, you can reduce costs and gain dominant market share.

Differentiation strategy does not mean you can ignore the cost, if differential costs are too high, most buyers unaffordable product prices. Sometimes, even across the industry, customers recognized the unique qualities of the products of the company, and not all customers will be willing or able to pay higher prices required by the company. So, companies to successfully implement a differentiated strategy, according to customer needs as the core, in terms of price, product, service, image, combinations of different needs, balance between difference and cost.

The logical starting point of differentiation is customer demand and customer value proposition, boils down to the customer is willing to pay a high price for a unique utility provided by the manufacturer. To this end, companies should carefully research customer needs and preferences first, they think are important, they are worth, and they are willing to pay. Then ensure that products or services contain specific customer attributes you want, or to develop a unique capacity to meet customer demand, and to strive for maximum customer benefit. Customers on the high difference of preference, they are more closely associated with the company, stronger companies gain a competitive advantage. Successful diversity strategy can enable enterprises to sell their products at higher prices, and by making the customer is highly dependent on some characteristics of the product and their loyalty to the product.

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To gain a sustainable competitive advantage, enterprises should pay close attention to competitors ' every move, and changes in the industry, trying to make their product attributes clearly differentiate with competitors. Because differences are relative to competitors, those who know little about the situation, like a shot, also impossible to discuss. If in the same industrial area, all competitors strive to implement think difference, but "crash" competitive strategy, nobody can make a comparative advantage will be the result, because the same activities will cancel each other out, unable to highlight their unique features. Enterprises should as far as possible the detailed comparison with competitors products, seek a differentiation on the basis of this way and comparative advantage.

Marketing is no longer a seller's market but now a buyer's market, demand prevails, coupled with the proliferation of information, increasingly scarce consumer eyeballs and attention. Also worried about marrying the daughter of the Emperor, the good wine is also deeply afraid of the alley has become enterprises have to face the hard facts. Enterprise products if the lack of publicity, will cause the customer to feel its unique value, it is difficult to obtain the customer's favor. Therefore, not only by means of technological progress and product innovation to create heterogeneity, internal differentiation with competitors product attributes is also important, through a channel, multi-channel marketing, explicit customer product features, accent your prominent Office products and competitors, highly publicized product differentiation value of their own. Even in a homogeneous market, in order to avoid price competition, enterprises or in varying designs, package or attach some clever little features to distinguish themselves and achieve external differentiation.

Strategic decisions are based on the environment is an objective, heart of the strategy is to adapt to the environment, strategies to make your organization by determining the external opportunities and threats in the environment to obtain synergy and adaptation of the Organization and its environment. Therefore, in accordance with their own resources and industry environment analysis, should not blindly, misinterpret intension of differentiation in order to pursuit of unconventional, blindly implementing differentiation strategies. Enterprises should be made clear that is not as long as they can using differentiation strategy will succeed, differentiation strategies are not suitable for all enterprises. The other hand, the diversity strategy is a dynamic process, and any differences are not set in stone. Along with the socio-economic and technological development, customer needs will also change. Enterprises should be clearly recognized in the process of implementing differentiation strategies face risk of any differential will not permanently, persistence is the only way to differentiate strategy innovation, using innovation to adapt to changes in customer needs, competitors ' imitation, realize the differentiation of enterprises to gain competitive advantage.

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