以差异化竞争为基础的国有企业市场营销战略研究

Research on the marketing strategy of state owned enterprises based on differentiated competition

随着市场竞争的加剧和消费者需求的不断演变,国有企业面临更大的市场营销压力。传统的“一刀切”的市场营销战略已不再适用,因此国有企业需要制订更加差异化的市场营销战略来应对市场挑战。文章以差异化竞争为基础的市场营销战略作为研究对象,介绍了国有企业市场营销相关概念,分析了国有企业差异化竞争发展的趋势,最后结合实践,针对国有企业以差异化竞争为基础的市场营销战略的规划提出了一些建议,以供参考。

With the intensification of market competition and the continuous evolution of consumer demand,state-owned enterprises are facing greater pressure from the marketing management.The traditional one-size fitting all marketing strategy is no longer applicable,so state-owned enterprises need more differentiated marketing strategies to take the challages market pressure.This article takes the marketing strategies based on differentiated competition as the research object,introduces the relevant concepts of state-owned enterprise marketing,analyzes the trend of differentiated competition development in state-owned enterprises,and finally,combined with practice,puts forward some suggestions for the planning of state-owned enterprise marketing strategies based on differentiated competition for reference.