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差异化营销战略被当代的企业视为三大核心战略之一,集中表现在对企业的差异化诉求上,通过差异化的营销战略和一系列的传播组合创造出自身的品牌,在消费者脑海中留下企业的品牌观念从而创造出企业至于竞争对手的唯一性和独特性。然而在当今激烈的竞争市场中差异化战略并未为企业带来完全的唯一性和独特性,而是将企业竞争带入另一同质化的困境。试图从差异化营销战略的理论来源,企业竞争同质化困境的缘由和差异化营销战略如何引领企业走出同质化的怪圈等角度对企业的差异化营销战略进行探究。 相似文献
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“农夫果园”运用差异化营销从果汁饮料的市场中脱颖而出,差异化营销策略面向了仔细定义了的机会市场,企业在决定进入哪个细分市场之后,必须设计出在目标市场中能够给产品带来最大优势的市场定位。本质上差异化营销策略就是通过产品、形象、价格、渠道、人员、服务等几个方面来表现的。它是企业建立竞争优势,赢得胜利的关键。只有与其他竞争对手形成差异化经营才能在产品同质化的今天生存发展。差异化营销需要以顾客为导向,从客户的角度去寻找出差异化,它的本质就是营销创新。 相似文献
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罗晨 《中国商贸:销售与市场营销培训》2013,(4X):23-24
美国管理大师迈克尔·波特认为,企业要想在市场竞争中生存,要么具有成本优势,要么实行差异化战略,以在细分市场上取得竞争优势。当今中国,产品的同质化和竞争的白热化催生了营销手段的差异化,而广告在营销中也起着不可替代的作用。一个优秀的广告离不开广告定位的准确。因此,本文探讨广告定位在差异化营销中的重要作用,以期为差异化营销取得成功进行理论的探索。 相似文献
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本文从当前中小城市电影院现状分析了差异化营销在其发展过程中的重要性,中小城市电影院要在激烈的竞争市场取胜一定要在充分调研的基础上,对娱乐市场进行细分并找准自已的定位,不断创新,做出特色.在差异化营销中要注重产品差异化、价格差异化、品牌差异化和营销组合差异化,在激烈市场竞争中找到适合自身特点的可持续发展道路. 相似文献
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在竞争日益加剧的市场环境下,企业大都选择了差异化营销战略来应对产品同质化严重、顾客需求变化迅速的挑战,但在实践上可能进入了误区.从被企业忽视的差异化营销误区入手,分析企业在产品、促销、渠道、服务等4P差异化策略方面存在的误区. 相似文献
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广东农村旅游市场是我国农村旅游市场中的大"蛋糕".由于地域辽阔,各区域社会经济文化发展差异明显,广东农村旅游市场拓展必须实施差异化营销战略.在实施差异化营销过程中,市场细分是前提而营销策略选择是关键,故本文重在为广东农村旅游市场差异化营销的市场细分和营销策略选择提供了一种本底方案. 相似文献
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差异化战略将成为未来手机厂商竞争的关键,这不仅要求产品差异化,还要求营销差异化。手机市场中有些产品虽有产品差异化,但缺乏营销差异化,比如华立"老伴"手机,落后的营销方式会令其失去庞大的细分市场,因此,本文将运用差异化营销为其号脉,提出五大对策以期迅速扩大销量,占领老年人手机市场。 相似文献
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中国绿色食品产业和企业出口的迅速发展,对促进“三农”发展发挥着越来越重要的作用。但企业规模偏小,AA级产品和驰名品牌少,市场定位针对性不强及进入战略、方式选择不当等问题。制约着企业向国际市场的进一步开拓和社会经济效益的提高。本文认为,我国绿色食品企业必须加强市场定位分析。提高产品质量和企业信誉,同时鉴于选择投资式进入战略的条件尚不成熟,成本较高,比较适宜选择贸易式和契约式进入方式开拓国际市场,并以渐进式拓展国际市场,其具体方式主要有五种,即在国外注册、认证方式、联盟方式、契约方式、合资方式、境外设点方式等。 相似文献
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本文研究中国各行业上市公司产品市场竞争策略效应以及它与公司负债的关系。经验研究结果发现上市公司在大部分行业偏向采取策略性替代的竞争策略,公司的产品市场竞争策略与负债存在相互决定关系。从总体和高负债水平样本来看,两者存在显著为正的关系,产品市场竞争策略程度会显著增加公司资产负债和长期负债水平;所增加的负债水平会强化产品市场竞争策略程度,负债具有掠夺效应功能。而对于较低资产负债率水平样本来说,两者存在显著为负的关系,负债具备有限责任效应;较低长期负债率水平样本不存在两者互动关系和负债战略功能。研究结果为企业负债融资和经营决策提供有利的借鉴。 相似文献
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I consider a model of duopoly where firms make sequential product design changes prior to price competition. I show that a socially desirable outcome is possible in this model. In equilibrium, the leader's product is less specific, implying a customer attraction strategy, and the follower's product is more specific, implying a customer retention strategy. This outcome is in contrast with the equilibrium outcome of a similar model, where simultaneous design competition takes place prior to price competition. In this latter model, the product designs are more specific and the prices are higher in equilibrium, leading to a reduction in welfare. I compare the design incentives under price competition with those in models where price collusion or merger is expected and with multi-product monopoly. In models with no price competition, less specific designs may serve to attract more customers, to improve current or future pie of monopoly profits, or to improve the outside option in bargaining game, depending on the model. 相似文献
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One logical way to assess the performance of Science Parks is to compare the performance of their firms to similar firms not located there. A total of 273 new technology-based firms (NTBFs) were surveyed, of which 134 were on a Science Park and 139 were not on a park. There were significant differences in the means of strategy dimensions between the on-Park and off-Park firms. It can be seen that the NTBFs who located in Science Parks showed significantly greater emphasis on firm characteristics as innovation ability, competitor- and market-orientation, sales and employment growth, high profits etc. The differences indicates a slight advantage for the Science Park firms. The off-Park sample reported proximity to other firms to be of higher importance than the on-Park sample in their choice of location. However, these differences do not show any clear pattern, making it difficult to understand if NTBFs who locate on Science Parks are systematically looking for something different in their location. 相似文献
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Drawing on a sample of 288 new ventures from three disperse locations in China, we examine how dysfunctional competition impacts the innovation strategy of new ventures as they mature. Our results show that: 1) innovation strategy has a positive effect on new venture competitive advantage; 2) the impact of dysfunctional competition positively moderates this relationship in the early stages of the venture; 3) dysfunctional competition negatively moderates it as the venture matures. Thus, dysfunctional competition forces new ventures to focus on their resource shortages through innovation strategy. However, as these ventures mature, they accumulate greater resources, and dysfunctional competition acts to limit the firm's competitive advantage. With these findings, we contribute to the theoretical understanding of innovation strategy in a dysfunctional competition environment and how new ventures strive for competitive advantage in such a setting. 相似文献
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李旭 《商业经济(哈尔滨)》2005,(4):25-27
战略成本管理的产生是企业传统成本管理体系自身缺陷变革的需要。企业获得竞争优势的基本战略有成本领先战略、差异化战略和目标聚集战略。利用成本战略为企业赢得成本优势和竞争优势是战略成本管理的重要内容。战略成本管理的研究和实施是建立和完善现代成本管理体系,提高企业整体经济效益的必然要求。 相似文献
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《Journal of Retailing》2017,93(2):154-171
Retailers use both pricing and service strategies to respond to intensified competition. Here we develop a duopoly model to investigate the impact of the increasingly popular personalized pricing strategy (PPS) and the widely used Money Back Guarantee (MBG) customer returns policy. We consider two retailers who differ in customer satisfaction rates. Each retailer chooses a pricing strategy, PPS or uniform pricing, and a product return strategy, MBG or ‘no returns.’ We show that both PPS and MBG are dominant strategies, but their impact on retailers’ prices and profits are different; while PPS intensifies price competition and may lead to a prisoner’s dilemma in which both retailers may lose profit, MBG mitigates price competition and may result in a Pareto improvement in both retailers’ profits. Both PPS and MBG increase the size of the overall market, but not the total duopoly profit. The total customer surplus and social welfare may increase under either strategy. In addition, we obtain some interesting observations as to how our results may change if the product quality/customer satisfaction rate is endogenously chosen in the duopoly. Some of our findings are in contrast to related results reported in the literature. 相似文献
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B. Ramaseshan Asmai Ishak Russel P. J. Kingshott 《Journal of Marketing Management》2013,29(11-12):1224-1250
AbstractThis study employed an integrative approach to investigate the influence of external business environment, strategy formulation, viability of marketing strategy, and strategy implementation upon firm performance. The findings show that while technological change and market competition negatively influence the credibility of the strategy, market attractiveness has a positive influence upon the viability of strategy employed. Moreover, market competition has a positive influence upon the involvement of marketing managers in terms of strategy making and that the presence of an innovative culture is strongly required in executing a strategic marketing plan. In addition, the study shows that the involvement of marketing managers in strategy making, which is strongly supported by an innovative culture, generates their commitment to the strategy, which positively influences strategy viability. 相似文献
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ABSTRACT This paper examines the impact of the implementation of competitive strategy on organizational performance in response to economic liberalization policies using survey data from organizations in Ghana. We also examine how the perceived intensity of industry competition and industry sector moderate the relationship between competitive strategy and organizational performance. The results show that the implementation of the competitive strategies of low-cost, differentiation, and integrated low-cost and differentiation were all positively related to performance (return on assets and return on sales). We also find that both industry competition and industry sector moderate the relationship between differentiation strategy and return on assets. Moreover, industry competition moderates the relationships between both low-cost and differentiation strategies and return on sales. The results indicate that implementing a clearly defined competitive strategy is beneficial to organizations experiencing significant changes in the environment due to economic liberalization. The findings also suggest that while low-cost strategy is more beneficial to organizations in a highly competitive industry, differentiation strategy is more beneficial to firms in lowly competitive industry. At the same time, organizations in the manufacturing sector benefit more than those in the service sector when they implement the differentiation strategy. Managerial implications are presented. 相似文献