Research On The Selection And Improvement Of Product Differentiation Competition Strategy Of YH Printing Company

The printing industry is an important part of China's cultural industry and an important industrial department of our national economy.Along with the change of our country's economy entering the new normal and the big economic environment,the homogeneity competition is serious,the environmental protection form is severe,all kinds of costs rise,the middle and low grade production capacity is overcapacity,the industrial structure is unreasonable and the new technology is emerging endlessly.Printing industry also bid farewell to more than 30 years of rapid development,survival pressure increased sharply.Therefore,how to reform and innovate and take the road of product differentiation has become the inevitable choice in front of printing enterprises.Based on this,This paper,taking YH printing company as an example,will deeply study the competitive strategy of the product differentiation of the company,which is of great significance.This paper adopts the research method of combining theory with practice,first combs the related literature at home and abroad,finds out the deficiency of the existing research and the breakthrough point of this paper,and analyzes the product differentiation and competition strategy.The core concepts such as product differentiation competitive strategy are defined.Based on Porter's five-force analysis model pest analysis method and SWOT analysis model the analysis tools of enterprise product differentiated competition strategy are introduced.Secondly,by using Porter's five-force analysis model pest analysis method and SWOT analysis model,the basis of YH Printing Company's choice of product differentiation competitive strategy and the choice of entry prevention strategy are discussed.The detailed implementation scheme of the product differentiation competition strategy is designed,including functional differentiation,quality differentiation and style differentiation.Thirdly,this paper introduces the implementation of the product differentiation competition strategy of HY Printing Company,and evaluates the effect of implementing the product differentiation competition strategy,and finds out the problems that continue to exist.It is found that the main problems are that the prevention ability of product differentiation strategy is not strong,the digitization degree of equipment is not enough,and the differentiated product lacks the core competitiveness,which is mainly caused by the insufficient investment of capital and equipment.Products are easy to imitate In 2002,the differentiated products lacked the core competitiveness.Finally,based on the analysis of the above reasons,the paper puts forward some measures to improve the competition strategy of product differentiation in YH Printing Company,that is,to introduce and update new equipment to improve the digitization level of printing products.Increase investment to produce green printing products,optimize product marketing channels to strengthen the service capacity of enterprises.The innovation of this paper is:choosing the homogeneous competitive printing industry as the research object,starting from the actual case,using the method of combining theory and demonstration,to analyze and demonstrate the strategy of the YH printing company to implement the product differentiation entry prevention.And through the market feedback to improve the conclusion.