| With the economic growth as well as the increase in the R&D capability and production level of the enterprise,the industry of glass processing machinery is at a mature stage,which leads to the intense homogenization of products,and the deduction to profitability of the company.At the same time,however,consumer demand is cumulatively characterized by diversity,personalization,and uncertainty.In the face of severe market competition,it is an important topic in the study on how glass processing equipment enterprises stand out in the competition of homogenized products and obtain the competitive advantages of their products.Company G is a medium-sized corporate in the glass processing equipment industry of Shunde District,Foshan City,Guangdong Province.It has been engaged in the R&D and manufacturing of glass processing equipment for 20 years,which endows it with certain advantages in the local industrial clusters.Faced with a fierce market competition environment,Company G have taken the lead in adopting a product differentiation tactic mainly in product functions,product appearance and product services,to highlight market competitiveness.Nevertheless,several problems are found in Company G's present product differentiation tactic.Through research and analysis,it is found that the problems are caused by the insufficient understanding of customer needs and market competition,which leads to the lack of core competitiveness in product functions and the lack of the competitive advantages in differentiated appearance designs and after-sales services.This paper first elaborates the theory and categories of product differentiation and makes an analysis of customer needs and the characteristics of competitors' product.Then,from the three levels of product differentiation,core product differentiation,formal product differentiation,and additive product differentiation,the paper analyzes Company G's product differentiation tactic and makes suggestions on the tactic implementation. |
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