劲牌有限公司产品差异化战略研究.pdfVIP

ABSTRACT In the new normal economic development, imitation - wave consumer stage has basically finished. Personalized and diversified consumer is becoming the mainstream, market competition gradually shifted to the quality and difference based competition. How to win consumer’s recognition in the fierce market competition in Chinas new normal economic competition has become the inevitable issue of every growing enterprise. Under the research of the actual data and product differentiation strategy of JinPai company, using strategic management process theory and the duopoly market competition model and combined with Porters Five Forces Model, value chain model and other strategic management theory, this paper analyzed in-depth the strategic management process of JinPai company. This paper focuses on the environment of product differentiation strategy and analyzes the opportunities and threats of the external environment faced by JinPai Company from the general environment, industry environment, competition environment; this paper also summarizes the strengths and weaknesses of the internal environment from the resources, capabilities and competitiveness. The results show that: First, the company’s internal environment depends on the companys resources, capabilities and core energy, the enterprises internal environment determines the enterprise’s core competitiveness; Secondly, the differentiation strategy will first aff