论营销差异化和竞争优势的建立

目       录

一、差异化营销策略及其应用·····································1

（一）差异化营销相关理论综述····························1

（二）差异化营销策略的内容、优点与风险分析···························2

（三）差异化策略的实施·································4

二、建立企业竞争优势的战略·····································8

（一）产业变化分析是建立企业竞争优势的前提····························8

（二）资源整合是建立企业竞争优势的关键······························9

（三）利益联盟是建立竞争优势的保证································10

三、总结与思考·················································12

参考文献·······················································14

内 容 摘 要

在当前激烈的竞争条件下，企业要想在市场中取胜就必须保持一定的差异化。本文从差异化营销的相关理论入手，论述了差异化营销策略的主要内容、优点及差异化的风险。实施差异化策略要加强营销全过程的管理和控制，其中最重要的是注意顾客的反馈。要建立企业竞争优势，必须用系统整合的观点，从产业变化、资源整合、利益联盟三个构思入手，并考虑它们之间彼此互动的关系。战略三构思是企业在风云变幻、激烈竞争的动态经营环境中建立竞争优势的一种逻辑思维取向。

关键词：营销差异化 竞争优势 产业变化分析 企业改革