实现差异化经营 提高市场竞争力

Implement differentiation manage to improve market competitiveness

面对金属制品行业产能过剩、同质化严重、高端市场供给不足、低价无序竞争等现状,企业制定了差异化经营思路:追求差异化创新,研发新型高附加值产品;参与标准的制修订,奠定行业地位;实施品牌发展战略,提升品牌价值;开展用户使用技术的研究;扩大出口产品的份额,实现出口创汇;加大高附加值产品的市场推广力度;培育和发展新型营销方式。通过差异化营销,在市场低迷的状况下,企业保持了良好的经营局面,营销量和销售领域都实现了突破。

Faced with the situation such as metal products industry overcapacity, severe homogeneity, high-end market sup-ply insufficient, low price disorderly competition intense, the enterprise established differential manage idea： to pursue dif-ferentiation innovation, research and develop new high value-added products; participate in the revision of the standard sys-tem ,establishes the status of the industry ; to implement the strategy of brand development, enhance brand value ; to devel-op customers application technology research ; to expand export share, achieve foreign exchange earning ; to increase the in-tensity of high value-added products marketing; to cultivating and developing new marketing methods. Through differentia-tion marketing, under the condition of the market downturn, the enterprise maintained a good business situation, the a-mount of marketing and sales areas are realized the breakthrough.