基于产品差异的企业核心竞争力

On the Core Competence Based on Product Differentiation

产品差异核心竞争力的内涵就是企业从形成横向产品差异和纵向产品差异两个方面使更多消费者对本企业产品产生偏好,并且使消费者的偏好能长期维持;它的竞争优势在于企业能够制定比产品边际成本高得多的价格和阻止潜在进入者进入;企业可以通过培育强有力的产品开发能力、为消费者提供高品质的服务、实施有效的广告策略以及选择合适的流通渠道等途径获得产品差异核心竞争力。

The connotation of the core competence based on product differentiation is that the enterprise induces customers to prefer its products and chronically maintain their preference from forming horizontal product differentiation and vertical product differentiation. The predominance of the core competence based on product differentiation embodies in fixing a higher price than marginal cost and precluding all entries. In general, the enterprise can acquire the core competence based on product differentiation through fostering the mighty abilities of product development?providing first-class service for customers?implementing effective advertisement strategies and selecting proper market channels.