摘要
在当今激烈的市场竞争中,在“买方市场”条件下,企业必须站在顾客的立场上提供顾客需要的产品和服务,实施差异化战略,构筑企业竞争优势。差异化战略的内容包括:产品差异化、市场差异化、形象差异化和服务差异化。实施差异化战略存在风险,企业应以提升顾客价值为出发点,不断创新,以保持持续的竞争优势。
In current market competition and buyer＇s market, enterprise should stand on customers＇ position and provide productions or service and carry out differentiation strategy, and then construct competition advantage. The differentiation strategy includes different product, different market, different image and different service. During carrying out the strategy there are some risks, enterprise should stress increasing customer value, keep up continuous innovation and maintain the persistent competition advantage.
出处
《学术交流》
北大核心
2006年第1期72-75,共4页
Academic Exchange
关键词
差异化战略
竞争优势
顾客价值
创新
differentiation strategy
the competition advantage
customer value
innovation
