差异化竞争策略在工程机械产品营销中的应用

An Application of Differential Competition Tactics to the Construction Machinery Product Marketing

在经济高速发展的今天，人们的目光大多被消费类产品令人眼花缭乱的营销手法所吸引，而营销手法相对要朴实得多的工程机械产品则被冷落、忽视，甚至被认为是不需要营销。其实，国内工程机械产品营销的发展现状已经大大超出了人们的想象，不仅营销手段丰富多彩，而且更加讲究多种营销手段的整体配合。可以讲，工程机械行业是近年来我国工业产品领域发展最快、竞争最激烈的行业，年增长速度甚至超过了汽车行业，被誉为“比汽车跑得还快的行业”。笔者从1998年开始担任工程机械行业知名企业——山东山工机械有限公司(以下简称“山工”)的企业营销顾问，为企业度身订造了一套完整的差异化竞争策略，不仅帮助企业成功规避了价格战，并将“山工”打造成为国产高档装载机产品的代表品牌。

At present, the existing state of marketing development of construction equipment products is beyond imagination, with the marketing measures not only being manifold, but also their integration being more emphasized. Shandong SEM Machinery Co., Ltd. has carried out the differential competition tactics, so that it not only has succeeded in averting the price war, but also has created the representative brand-name of high-grade loaders made in our country.