管理大师德鲁克在描述企业的定义时曾这样说过,企业的宗旨是存在于企业本身之外的,企业的宗旨只有一个定义,这就是创造顾客。从某种意义上来说,创造顾客就是创造差异。有差异才能有市场,才能在强手如林的同行业竞争中立于不败之地。差异化营销所追求的“差异”是产品的“不完全替代性”,即在产品功能、质量、服务、营销等方面,为顾客所提供的是竞争对手不可替代的。 Drucker management master described the definition of the company had said so, the purpose of the enterprise exists outside the enterprise itself, the purpose of the enterprise is only one definition, which is to create customers. In a sense, creating a customer is creating a difference. There are differences in order to have the market in order to compete in the same industry so strong in an invincible position. The “difference” pursued by differentiated marketing is the “incomplete substitution” of the product, which is irreplaceable to its competitors in terms of product function, quality, service and marketing.