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随着市场经济的深入快速发展,许多行业都面临着同质化的问题,因而创造顾客是企业营销过程中必须解决的重要课题。而顾客的需求差异是企业实施差异化营销的重点。尤其是对中小企业的强烈冲击不可忽视。差异化营销战略是充分满足各种顾客群的完全需求而形成无法替代的市场战略。文章分析了中小企业实施差异化营销战略的必要性,就中小企业实施差异化营销战略提供了对策。
With the deepening and rapid development of the market economy, many industries are faced with the problem of homogeneity. Therefore, creating customers is an important issue that must be solved in the process of corporate marketing. The difference in customer demand is the focus of the company’s implementation of differentiated marketing. In particular, the strong impact on SMEs can not be ignored. Differentiated marketing strategy is to fully meet the full needs of various customer groups and form an irreplaceable market strategy. The article analyzes the necessity of SMEs to implement differentiated marketing strategies and provides countermeasures for SMEs to implement differentiated marketing strategies.