Differentiation Strategy Studies On Chinese Small And Medium-Sized Washing Product Enterprises

With the development of global economic integration and the improvement of the market economy structure of China, washing product industry, as the most important part of China's national economy, its market is in monopolistic competition state and its internal competition is becoming more and more fierce. At present, from the body of competition, the whole line formed a competitive market pattern of the three parties, that is, multi-national washing product corporations, domestic large washing product enterprises and small and medium-sized washing products enterprises. From the aspect of product diversity, multi-national corporations and domestic large enterprises have monopolized large part of washing products'market, especially the traditional and most consumed washing power and soap market, and only reserve a small part of it for small and medium-sized washing product enterprises. How to develop together with the big corporations and enterprises and win a place in the fierce competition have become the most pressing issues for the small and medium-sized washing product enterprises. The small and medium-sized washing products enterprises should no longer rely on the temporary market opportunities and risks to obtain their own success and sustained development and should try to avoid being eliminated from the fierce market competition for lack of business strategy. Therefore, it is very important for the small and medium-sized enterprises to exert their own unique advantages, formulate and carry out correct competitive strategies according to the objective situation of the enterprise value chains.For this purpose, combining the present situation with the previous research results, the article makes a series of studies on the formulation and implement of strategies of the small and medium-sized washing enterprises by using empirical research method and case study approach. Firstly, the article draws a conclusion about the inevitability of adopting the differentiation strategy in small and medium-sized washing products enterprises on the basis of analysis of the internal and external environment. Secondly, it gives an elaboration about the ways of realizing the differentiation strategy on the basis of analysis of value chains of the small and medium-sized washing products enterprises. Lastly, it verifies the feasibility of implementing the differentiation strategy on the basis of analysis of the strategy of Nice Group company on the initial stage.The article consists of seven parts: the first part, introduction; the second part, related literature review about home and abroad; the third part, analysis of external surroundings about Chinese small and medium-sized washing products enterprises; the fourth part, analysis of internal surroundings about Chinese small and medium-sized washing products enterprises; the fifth part, necessity, implementing ways and durability about the differentiation strategy of Chinese small and medium-sized washing products enterprises; the sixth part, case analysis about the implement of the differentiation strategy in small and medium-sized washing products enterprises; the seventh part, conclusion.The core arguments of the article have the following three: first, the differentiation strategy is their best and ideal choice if Chinese small and medium-sized enterprises want to achieve the opportunities of survival and development in the fierce competitive surroundings; second, the formulation sources of the differentiation strategy consist of three parts: enterprise value chain, enterprise resource and core enterprise competency; third, the adoption of differentiation strategies should take customers'value as the center, the unique value of an enterprises'activities as the basis and the establishment of sustained competitive advantages as the demand.Nice Group company is one of the representatives of the well-developed small and medium-sized washing product enterprises, so the article verifies the phenomena, theory and prediction stated in it by analyzing the differentiation strategy taken by Nice Group company on its initial stage, and it will also provide good references and universal instructions for small and medium-sized washing product enterprises to formulate and implement the correct differentiation strategy.