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原材料涨价,生产成本上升,利润不断减少,大企业凭借技术、资金、规模等优势,不断对小企业进行挤压蚕食,使很多中小企业生活在市场的水深火热中。市场策略的可复制性,造成市场竞争不仅仅是产品的同质化,而更重要的是营销策略的同质化。如何摆脱同质化市场竞争中单纯的实力竞拼,如何以小搏大、出其不意地切入市场,如何使得自己在强手如林的同业竞争中立于不败之地,已成为中小企业经营者不得不思考的问题。由于中小企业实力弱小,可利用现有的资源有限,差异化切入市场就成为他们参与竞争的法宝。而差异化营销所追求的
Raw material price increases, production costs increase, profits continue to decline, large companies rely on technology, capital, scale and other advantages, continue to squeeze and nibble small businesses, so that many small and medium-sized enterprises live in the market with hot water. The reproducibility of market strategies leads to market competition not only the homogenization of products, but more importantly the homogenization of marketing strategies. How to get rid of the simple strength competition in the homogenous market competition, how to take a small stroke and unexpectedly cut into the market, how to make themselves invincible in the field of strong competitors, has become an SME operator has to be Problems of thinking. Due to the weak strength of SMEs and the limited available resources available, differentiated entry into the market has become a magic weapon for them to compete. And differentiated marketing pursues