论差异化战略在我国软饮料市场的应用

The Application of Differentiation Strategy in China's Soft Drink Market

我国软饮料业不断发展壮大,日益呈现出产品品类繁多、同质化严重、消费需求多元、消费结构不平衡等一系列特点,若想在激烈的市场竞争中脱颖而出,软饮料企业应该考虑从产品、市场、促销以及品牌形象这几个主要方面着手实施差异化营销战略;同时,在实施差异化战略的时候还必须紧密结合消费者需求、企业自身资源、相应的成本和风险等一系列因素进行系统化考虑。

In our country ,soft drink industry continues to grow stronger and increasingly presents a series of characteristic such as various product category ,serious homogenization ,consumer demand di-versity and consumption structure unbalance .In the fierce competition ,soft drink enterprise should im-plement differentiation marketing strategy in aspects of product ,market ,promotion and brand image . At the same time ,the enterprise should systematically consider things such as consumer demand ,the resources of the enterprise itself ow n ,the corresponding costs and risks .