| Economic globalization today is not only an opportunity for enterprise, but alsoa great challenge. Opportunity lies in that the enterprise has more broad market anddevelopment platform. The challenge is that the product technology popularizationand a lot of homogeneity product and the emergence of alternative. When a companyproduces the product which is too easy to be replaced, another big market also veins.Facing the increasingly fierce market competition, product differentiation competitionstrategy is an important path for enterprise to survive and grow, and is the key tosuccess in the fierce competition. Therefore, constructing differentiation competitionstrategy suitable for economic environment and enterprise product is not only aconstant appeal for small enterprises to realize long-term development, but also theonly road for our country to realize economic balanced development.Based on such background, this paper analyzes the successful case of productsdifferentiation competition strategy in Shenyang Bofeike ElectromechanicalEquipment Company and discusses the feasibility of the method of competitivestrategy, and makes out the differentiation strategy method and guarantee measures.There are six parts in this paper.The first part is the introduction. It mainly expounds the research background ofproducts differentiation competition strategies, research contents, significance andmethod.Next, this paper expounds the situation of product competition strategy. After theanalysis of current situation of products competition strategies in the company, thispaper explains present problems, including the current competition in coal minemachinery parts market, low-end products, and the homogeneity of the products, manyalternatives. Therefore, enterprises should seek an efficient method which may not onlyhelp to differentiate products in different enterprises, but also control high cost. Then, this paper analyses the current situation of products competition strategiesin the company. Using PEST analysis model, this paper makes a thorough analysisfrom the political environment, economic environment, social cultural environmentand technology environment. Making sure of the feasibility of productsdifferentiation competition strategies, this paper is based on Michael porter’s fivecompetitive product differentiation competition strategic choice and settles strategyscheme from potential entrants threats, substitutes threats, the supplier bargainingpower, the buyer bargaining power, and competition in the field. At the same time,this paper also expounds the internal environment of the company in the enterprisemarketing ability.In the fourth part, this paper makes out the products differentiation strategieschoice. This paper explains the choice target, procedures and strategies. Based onsuch products differentiation competition strategies, Shenyang BofeikeElectromachinery Equipment Company settles a series of products differentiationcompetition strategies.In the fifth part, this paper provides the measures. This paper provides that thecompany should guarantee the strategy to smoothly implement from the followingfour methods, which are the internal organization adjustment, staff deployment, themarket structure adjustment (not only to improve the barriers to entry and exit, butalso to segment the company’s market) and company culture remolding.This paper mainly employs monographic study. Through the analysis of thesuccessful case on the products differentiation competition strategies in ShenyangBofeike Electromechanical Equipment Company, this paper aims to provide thefeasibility analysis of products differentiation competition strategies formedium-sized enterprises in China. This paper also provides detailed scheme formaking out strategies. In the end, this paper provides the thought to guarantee thesmooth implementation of competition strategies., which may help medium-and–small–sized enterprises to further development and rapid growth. |
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