Hunan Institute of Technology
函授(业余)本科毕业论文
题目:浅论企业差异化战略实施的问题与对策
院(系):
专业: 工商管理
学号:
姓名: 肖琨
指导教师: 王长富
完成日期: 2009 年 12 月
摘要
市场是由形式多样、需求各异的消费者群体组成的,并且这种消费需求随着时代的发展在不断地变化。因此,无论多么完善、多么成熟的市场都不可能长期不变。市场差异始终存在,经营机会随处可见,即使是在传统产品市场面前经营者也大可不必显得无所适从,关键在于企业切入市场的深度如何。实践证明,只要广开思路,寻找差异,将差异市场培育成型,完全可以在成熟市场中开辟出一片新的天地。但是,除非独特性对顾客是有价值的,否则他就不会带来差异化。一个成功的具有差异化的企业拥有为其顾客创造价值的方式,这些方式能带来超出所增成本的溢价。意味着差异化战略的成功实施,必定可以为企业自身带来丰厚的利润。
关键词企业;差异化;市场;战略
ABSTRACT
Market is by diversity, the needs of different groups of consumers, and this consumer demand with the development of the times continued to change. Therefore, no matter how perfect, how mature markets can not be unchanged for a long time. Differences in the persistence of the market, business opportunities can be seen everywhere, even in the face of the traditional market operators also need not appear at a loss of the key enterprises into how the depth of the market. Practice has proved that as long as the open line of thought, to find differences, differences in the market will foster molding, can be opened in the mature markets of a new world. However, unless the uniqueness of the value to customers, otherwise he would not bring about differentiation. With a essful differentiation of the enterprise to create value for its customers the way, these methods can bring in excess of the additional premium cost for their own profitable business.
Key pany;Differentiation;Market;Strategy
目录
一差异化战略概述………………………………………………………………3
(一)差异化战略的含义…………………………………………………………3
1 差异化战略的概念………………………………………………………………3
2 差异化战略的内容……………………………………………………………3
(二)差异化战略的适用条件与组织要求………………………………………3
1 战略适用的外部条件………………………………………………………………3
2 战略实施的组织内部要求…………………………………………………………3
(三)差异化战略实施的意义……………………………………………………4
1 帮助企业获得超额利润…………………………………………………………4
2 有利于企业提高市场竞争能力…………………………………………………4
二企业在实施差异化战略中存在的问题…………………………………………5
(一)认识上存在偏差…………………………………………………………………5
1 片面的理解差异化………………………………………………………………… 5
2 对差异化的作用过分夸大……………………………………………………… 5
(二)实施中存在的问题……………………………
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