The Differential Strategy Research On Enterprise Competition

Competition is objective outcome of the market economy. It is inevitable among enterprises. Stutdy on the competitive strategy of enteiprise has experienced mostly three phases: initiation, formation and discussion. For a long time, Professor Poter had studied on the competitive strategy of enterprise by using the theory of industry organization. His theory is of practical importance and regarded as classic works about the field. As one of the two ways by which an enteiprise can get competitive advantage, differential strategy can promote the enterprise growth and the industry development.The article has studied on the differential strategy from the aspect of enterprise and industry. The unhomogeneity about enterprise resourses and customer demands is a base of the differential strategy.In a degree,an enterprise can get the monopoly power by the differential strategy so that it can cultivate the core competition and the persistable development of the enterprise. This is just the the essence of the differential strategy. During the enforcement of the differential strategy ,we should put full use of its advantage and avoid riskes. The degree of enterprise differential can promote enterprise profit, the equilibrium profit among enterprises and satisfaction of consumer interests. At the same time, it can influence the market price, the market competition, the market concentration, the market barriers and the market effects. By contrast, the differential of industry products is lower than that of consume products. And the differential of the undurable consume products is higher than that of the durable comsume products; The differential of products in investment is higher than in intermediate industry. So the enterprise must analyze the industry environment such as consumers, rivals and the current products,and make the correct decisions when it enforces the differential strategy.In addition, the article has summarized and dwelt on the four strategic ways to enforce the differential from on the base of the theory about marketing: the differential of product, brand, place and service. The advantage of differential derives from every link of the value chain. And the specialty of these activitiesdepends on a series of factors, such as the enterprise decisions, the time idea of operator, the business program, the scale of enterprise and nature resource ect. It demands the insistence and mutual coordination of every activity of enterprise, The enterprise can get the core competition by means of internal cultivation, external merge, interllectural union and imitative innovation while it is the extension of the differential advantage.Finally, the article has put forward to seven standards of valuing the effectiveness of differential and taken quantitative analysis of it by using the Analytic Hierarchy Process and introduced the idea of product characteristics and product differential in order to improve product difference and promote market competition of enterprise. At the same time, the differential strategy of the enterprise must abide by the economics and improve enterprise profit.