产品差异化战略的缺陷与选择——基于霍特林模型的分析

The Defect and Selection of Product Differentiation Strategy——Based on the Analysis of Hotelling Model

一般认为产品差异化战略能给企业带来额外的竞争优势,但产品差异化并非差异化战略的唯一选择。文章结合霍特林模型,阐释了产品差异化战略潜在缺陷,并进一步指出在宣传成本相对较高的情况下,产品差异化战略更重要的方面可能不在于产品本身,而在于产品的定价策略,这也将有助于理解我国部分行业中小厂商的山寨行为。总之,企业无需将产品的差异化视作差异化战略的必要条件,除了定价差异化之外,市场环境的微观区分因素如消费者感知情绪、宏观区分因素如企业社会责任导向,都可以是企业采取差异化战略获取竞争优势的有效途径。

Product differentiation strategy is generally considered to bring enterprises additional competitive advantage, but product differentiation is not the only option for product differentiation strategy. In this paper, Hotelling model is used to explain the potential defects of product differentiation strategy, and further points out that, under the relatively high cost of publicity, the more important aspects of product differentiation strategy is probably not the product itself, but rather the pricing strategy of the product. The conclusion will also help to understand the copycat behaviors of small and medium firms in some industries. In short, there is no need to take the product differentiation as the necessary conditions to product differentiation strategy. In addition to the pricing differentiation, the micro distinguish environmental factors such as consumer perception and sentiment of the market, macro distinguish environmental factors such as the corporate social responsibility orientation, can also be effective way of differentiation strategy to gain competitive advantage.