Introduction
Differentiation Strategy is also known as a strategy, differential strategy, refers to the distinction between enterprise products, services, corporate images and competitors to get competitive advantage The strategy taken. The focus of this strategy is that it is a unique product and service to create a unique industry and customers. The differential strategy has a variety of variety, such as the differentiation of the product, the differentialization of service and the differentialization of the image. Implementation of differentiation strategies, you can cultivate users' loyalty to the brand. Therefore, the differential strategy is an effective competitive strategy that enables enterprises higher than the average level of profits in the same industry.
Type of differentiation strategy
Product Differentiation
Product Differentiation The product is not only a product itself, Including the difference in work quality, product characteristics, product design, etc.
(1) Work quality is different. The company has always adhered to the needs of customers, with the idea of satisfying customers with customers, and the whole body will enter the work of providing products to customers. If the customer requires a high reliability, durability or high performance, then these constitute the company's requirements for quality, and the quality improvement is only meaningful when they are cognitive. Therefore, in order to ensure customer cognitive quality and quality satisfaction, the company has put forward strict quality requirements in research and development, engineering terminals, customer service and manufacturing, which make itself higher than competitors at the overall quality of work.
(2) product features. Product features are certain additions to product basic skills, which are specific performance with competitive advantage. The company highlights structural optimization, performance optimization, and features with low voltage crossover.
(3) product design. Product design is actually a comprehensive factor. The company fully considers customer needs, considering customer needs, considering the characteristics of customer application products and the characteristics of customers, through analysis of these issues, design different products, Such as normal temperature-type pitch, low temperature pitch, 1.5MW master, 2.0MW master.
Service Differentiation
Service Differentiation is a variety of services such as convenient, delivery, installation, customer service, customer consultation, maintenance, etc. Different from competitors, thereby bringing a good image to enterprises.
1, the order is convenient. The company uses a variety of ways in customer ordering, such as telephone ordering, mail order, etc., providing customers with convenience of ordering.
2, delivery. How to timely and accurate product or service, civilized delivery is also an aspect of customer concern. In the product delivery, standing in the customer's perspective to consider how to choose the best delivery method to meet customer needs. For example, with EMS, logistics companies, and airlines have achieved cooperation agreements, allowing products to serve customer designated locations in a variety of ways.
3, device installation. In order to ensure that the product must do, the company must provide the customer with the installation and commissioning guidance service to meet the inconvenience and non-professional situation of customers in the installation, ensure equipment security and timely. run.
4, customer training, customer consultation. Training for customers' employees in order to get professional guidance services in later equipment maintenance and maintenance, so that the product is long and reliable. If you can't train in time, the company will also take the customer's consultation service to provide customers with a solution to the problem.
5, maintenance. After purchasing the company's products, the company will provide maintenance service within the agreed period. If the equipment is abnormal, the company will send people to the wind farm to resolve the handling, eliminate the worries of customers.
Non-differentiated
Vocational differentiated advantages by hiring and cultivating more excellent personnel than its competitors. The company regularly carries out professional knowledge training to employees to meet the needs of employees. After a well-trained person after long-term training, a combination of its own experience, it has several obvious characteristics:
one, competent: the work of this post can be completed, And you want to take precise.
Its two, reliable: employees consistently complete the job accurately.
The three, responsible: the requirements for customers and difficulties can respond quickly.
Its four, communication: Employees try to understand the customer, and accurately convey the information to customers accurately.
Its five, courtesy: friendly, respect people, and be good at understanding others.
Characteristics of differentiated strategy
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Basic research capacity (product innovation);
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organic The organizational structure, the coordination of various departments;
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Beyond the creative thinking ability and insight of thinking;
- < P> The market has strong market operation (market research ability, promotional ability makes market-recognized products)
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based on innovative reward system;
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The company's reputation in product quality and technology.
Applicable conditions and organization requirements for differentiation strategies
(1) There are many ways to create differences between enterprises and competitors products, and This difference is considered valuable by customers;
(2) The customer's demand and use requirements for the product are varied, that is, customer demand is different;
(3) It is very little competitor with similar differential pathways, that is, it is really guaranteed that companies are "differentiated";
(4) Technology change is very fast, the competition in the market is constantly constantly Launched new product features.
In addition to the above external conditions, enterprises must also have the following internal conditions:
(1) has strong research development capabilities, researchers must have creative Vision;
(2) Enterprises have their own quality or technology-leading reputation;
(3) Enterprises have a long history in this industry or learn skills in other companies Self-integrated;
(4) High marketing ability;
(5) research and development, product development, marketing, etc. must have strong Coordination;
(6) Enterprises must have material facilities that attract senior researchers, creative talents and high-skilled staff;
(7) Powerful cooperation in various sales channels .