差异化营销战略在企业中的运用[精选].doc

差异化营销战略在企业中的运用 ——以欧尚超市为例 摘 要 所有企业都追求良好的经营业绩，而获得经营业绩最重要的是营销战略。决定一个企业在竞争中成败的关键并不是企业本身的硬件条件，而是企业采取的营销战略，即运用自身力量和资源的方式。随着世界经济的高速发展，营销环境也在不断地变化，其中，差异化营销战略越来越受到人们的关注和青睐，已经发展成现代企业营销战略的一种重要组成部分，无论是享誉全球的大公司还是那些中小型企业都有意在用差异化营销策略增强自己的竞争力，发挥自己的竞争优势。所以，差异化营销策略已经成为了企业营销的有力武器，差异化营销策略可以为企业寻求市场以及抵御竞争压力，是企业常用的战略。但是，差异化营销策略也是营销策略，与其他市场营销策略一样都有着一定的风险存在，所以，差异化营销策略必须根据企业的市场环境和经济实力灵活的加以运用。本文在明确研究目的明确的基础上，以杭州欧尚超市为例，针对差异化策略在企业营销中运用的情况展开相应的研究。通过分析企业在使用差异化策略上的优缺点，结合我国实际的情况和企业的发展相撞，力求提出一些完善差异化策略的措施，希望能对企业在差异化策略方面的使用起到一定的帮助作用。 关键词：差异化;营销战略;企业;  Abstract All enterprises are in pursuit of good business performance, and business performance is the most important marketing strategy. Decide the success or failure of an enterprise in the competition is not the key to the enterprise itself hardware conditions, but the enterprises to adopt the marketing strategy, using its power and resources in a way. With the rapid development of world economy, the marketing environment changes continuously, in which, the difference marketing strategy favored by more and more people, has become an important part of modern enterprise marketing strategy, both large companies world-renowned or that some small and medium-sized enterprises are interested in using the differential marketing strategies to enhance their competitiveness, play to their competitive advantage. So, the difference marketing strategy has become a powerful weapon of corporate marketing, differentiated marketing strategy can withstand the pressure of competition for market and enterprises, is a commonly used strategy. However, differentiated marketing strategy and marketing strategy, and other marketing strategies have certain risks exist, therefore, differentiated marketing strategy must be based on the market environment of enterprises and economic strength and flexible to use. This paper clearly in the research purpose, the Taizhou Oriental Lecco Decoration Engineering Co., Ltd as an example, the study aimed at the differentiation strate