实施差异化竞争 构筑企业竞争优势 一种可供选择的工程咨询设计企业营销战略初探

Develop different competition,construct competitive advantages

作为企业竞争战略之一的差异化战略,强调在瞄准顾客导向的基础上形成自己独到的竞争优势,从而以己之长博对手之短。本文应用竞争战略和营销战略的理论和方法,采用营销策略作为竞争战略实施的具体策略,以保证向顾客及时传递有价值的差异性,进而从组织结构、人力资源及企业文化等方面,阐述了为实现营销战略的支持性变革。营销策略在市场和产品之间架起一座桥梁,使勘察设计院能够以市场为导向,创造价值、传递价值和实现价值。

As one of enterprise＇s competitive strategies, Difference Strategy emphasize to build one＇s own competitive advantages on the basis of aiming at customers＇ orientations, thus making use of one＇s own advantages to face the rivals＇ disadvantages. This paper uses concepts and methods of competitive strategies and marketing strategies, and adoPts marketing strategies as the specific strategies in the implementation of competitive strategies, to ensure to transmit valuable differences to customers. Then, the support- ing innovation to realize marketing strategies is explained from aspects such as organizational structure, human resources and enterprise culture etc. Marketing strategies build a bridge between the market and the products, which makes the Survey and Design Institute be able to orient at the market, creating values, transmitting values, and realizing values.