Research On Differentiated Marketing Strategy

As the development of social productivity and socialist market economy in China,dramatic changes have taken place in the market position of domestic enterprises.In the era of the planned economy and the early development period of market economy,the productivity is relatively low,lack of supplies,enterprises almost don't worry about product excess,and pay more attention to the production efficiency,and it is in the seller's market stage at that time.But in the late 1990's,with the development of social productivity,more and more products for consumers to choice,consumers are no longer accept the products passively,but begin to actively choose their own products which they like,and they occupy a dominant position in the market.Then,it is in the buyer's market stage at this time.At the same time,on one hand,the majority of the products became more and more similar,and the product homogenization tendency is more and more serious,many enterprises lack of product selling point,competition between enterprises is aggravated constantly;on the other hand,many enterprises in order to survive in the competition,constantly use the price war?promotions and other marketing means to increase sales and market share,lead to the phenomenon that increase in sales volume but decline in revenue,and sink into such a vicious cycle deeper and deeper.In this background,how to adopt differentiated marketing strategy to obtain the competition advantage of the enterprise in the fierce competition,improve their core competitiveness has become a hot issue for the business circles and the academic circles.First of all,my paper states the background of selecting the topic and the purpose of researching,then summarizes the differentiated marketing strategy theory,which includes the core ideas and the research status in China and abroad.Moreover,it takes the mobile communication business of XA Telecom Company for example,by analysing the marketing environment and marketing status of the mobile communication business of XA Telecom Company,it comes to conclusion that the homogenization phenomenon of domestic mobile communication industry is seriously and the most obstacle that blocks the development of mobile communication business of XA Telecom Company is lack of differetiated competition barriers.Furthermore,combining "Differentiated Marketing Strategy Theory"?"Brand Theory"?“Sevice Marketing Theory"?"4Ps Marketing Strategy" and the relative theories of Management?Marketing and Economics,on the basis of market segement,for the purpose of achieving the highest form of differentiated——differentiated brand,it sets forth the differentiated marketing strategy of the mobile communication business of XA Telecom Company and some suggestions for applying by emphasizing differentiated product and service is the base,differentiated place is guarantee,differentiated price and promotion is means of adjustment.At last,sum up the paper and bring some expetations to this paper.Adopting case analysis method,this paper analyzes the marketing status of the mobile communication business of XA Telecom Company,in order to take cognizance of that it is very important to enlarge the differentiated competitive advantage of the company by differentiated marketing strategy.The other aim of this paper is to give some references and help for those enterprises which are lack of differentiated competitive advantage.