结合买方成熟度和产品成熟度实施工业产品标歧立异战略研究-工商管理专业论文.docxVIP

圭逮銮堡盔学磺究生论文 圭逮銮堡盔学磺究生论文 结合买方战熟度和产品成熟度实施I监产晶标姨立异战略 为了使本文能对瑞侃公司的经营产生一些积极的指导作用。 作者还通过对该理论的运用，为瑞侃公司将来的发展提出自己 的思路： 1．调整瑞侃价值链以适应当前光配线产品市场 2．产品生产尽快本地化，产品研发逐步本地化 3．旨在市场拓展的价值链整合和分解 4．全面实施企业式营销 5．关注工业品采购过程中的个人因素，加强感情营销 关键字： 买方成熟度，产品成熟度，标歧立异，买方价值 =圭塑壅星查茎咝墼 =圭塑壅星查茎咝墼 垄坌墨互堕塑堕笙塑丛塑堕薹堕墨些兰星堑堕窒星盟堕一 DIFFERENTIATION STRATEGY ON DIFFERENT BUYER’S AND PRODUCT’S MATURITY STAGE ABSTRACT Raychem Shanghai Company has long been adopting differentiation strategy i n China market．It’S high quality Telecom OUtside P1ant products and services gained market 1ead positlon over competitors．Sales revenue grow from 1 0 million in 1 990 to 300 million in 2000．EspeCially in China Telecom market，prlce of almost all productS keep going down these Years．Raychem on it 7S main product market—pressurized Copper cable closure．have been not only maintaining 60％market share but alSO maintain the prlce and profit 1evel．In 1 995 among all foreign investment company Raychem Shanghai’S per capita profit was ranked number 7 in China，number 4 in Shanghai．Raychem Shanghai’S selling experience of copper cable closures is miracle in China Telecom OSP market． Raychem began to market fiber distribution products in China in 1 995．Same differentiating marketing Strategy was adopted．Following SignifiCant growth in 1996 and 1997，sales revenue have been undergoing weaknesS for years．Practicrag the Same marketing StrategY why did it make SO different result?IS there any in—depth reason? This paper through reviewing Raychem’S selling experience and absorbing Porter’S and Mickency’S theory，come to a conclusion：In industry market maturity degree of both buyer and product do has large influence to the selling．While the buyer and product being on difierent maturity stage，the buyer’S needs are different．The enterprise，who adopts differentiating marketing strategy has to adjust it’S value activities in it’S value chain，to ereate buyer’S value through create product and service differentiation accepted by buyers． Moreover the suppli