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在市场竞争的大潮中,林林总总的企业总是有强弱之分。就竞争双方在总资本、销售额以及所得利润等方面的综合能力而言,凡是处于优势的企业,我们称之为强者;反之,则称之为弱者。两军相遇强者胜,人们往往不足为奇。但现实中,弱者也自有一套以弱抗强的办法和策略。一、差别化策略指弱小企业根据本企业的情况选择与强大之企业不同的市场,并不断向消费者提供新的、差别化的产品。消费者的需求及购买行为是多种多样、经常变化的,这就为企业选择目标市场提供了前提和基础。企业在选择市场时,不仅要分析本企业的长处和短处,还应注意在竞争中以己之长补人之短,以找出企业发展的机会,制定出正确的战略目标。
In the tide of market competition, numerous enterprises always have the strength or weakness. In terms of the combined capabilities of the two parties in terms of total capital, sales and profitability, all those who are in the dominant position are called strong; on the contrary, they are called the weaker. It is often not surprising that the two armies meet to win the war. However, in reality, the weak also own a set of weak and strong solutions and tactics. First, the differential strategy refers to the small businesses in accordance with the choice of enterprises and powerful enterprises in different markets, and continue to provide consumers with new, differentiated products. Consumer demand and buying behavior is varied and constantly changing, which provides the premise and basis for the enterprise to choose the target market. When choosing a market, enterprises should not only analyze the strengths and weaknesses of their enterprises, but also pay attention to their own strengths and weaknesses in the competition in order to find out the opportunities for business development and work out the correct strategic objectives.