Study On PM Company's Differentiated Competition Strategy

The growth rate of the Chinese juice market in 2019 will be reduced to single digits due to the impact of the market environment.From the perspective of consumption,Chinese consumers are more inclined to low-concentration juices,and high-concentration juices account for less than 5% of the market share of the entire fruit and vegetable industry.The juice industry is facing an aggressive market environment.There are 2 to 3 hot competitors in any segment of the industry.Therefore,adopting a differentiated competition strategy is the strategic trend of most juice companies.For PM companies,a differentiated competition strategy has been proposed as early as a few years ago,but there are still many problems in the implementation,so the differentiation strategy of PM companies Carrying out research is helpful to find out the problems of PM company's differentiation strategy,formulate a reasonable PM company's differentiation strategy optimization plan according to the actual situation,and strengthen PM company's core competitiveness and profitability in the fierce market development Has a great role in promoting.It is conducive to improving the current operating status of PM company,helping PM company adapt to the changing external environment,enhancing the satisfaction and loyalty of end customers to PM company,and increasing the market share and profitability of PM company.In addition,it has reference and guidance significance to other peer companies.The research idea of this article is to first systematically analyze the internal and external environment of PM company in the long-term development and application,adopt an organic combination of qualitative and quantitative analysis,objectively evaluate and analyze the differentiated competition strategy implemented by PM company in market development,and aim at Make optimization suggestions.The research is divided into seven parts: the first part is the introduction,the second part is the theoretical basis of the research,the third part is the PM company 's differentiated competition status and evaluation analysis,the fourth part is the analysis of the PM company 's differentiated competition environment,the fifth Part is the optimization of PM company's differentiated competition strategy.Part VI is the guarantee measure of PM company's differentiated competition strategy.Part VII is the conclusion and prospect.In the research,this paper builds a PM company's differentiated competition evaluation index system,which comprehensively evaluates from the aspects of product differentiation,service differentiation,organizational capability differentiation,and marketing differentiation,and points out the problems based on the evaluation results.In the specific differentiation proposal,this study proposes that the product packaging specifications of different channels in product differentiation should be different.The supermarket can supply 255 ml and 1 liter specifications.Catering merchants usually supply 600 ml medium-sized packaging for families.Consumers usually provide 2 liters or 2.5 liters of large-sized packages;in terms of service differentiation,a customer-centric service platform should be built,with "providing quality services,achieving information sharing,unifying service standards,and improving system functions" as the service goal;Regarding the differentiation of organizational capabilities,rebate contracts should be signed with dealers,price rebates,advertising subsidies and display subsidies are three rebate methods;marketing differentiation proposes for white-collar consumers,PM companies should use lottery,We Chat Pay attention to free trial drinking activities to increase consumers' shopping experience and guide white-collar workers to purchase.At the same time,they should implement differentiated strategies in advertising,business promotion,public relations,and promotional combinations.In terms of the guarantee mechanism of differentiated strategy optimization,PM companies should focus on strengthening from three aspects of organizational structure,technology and culture.