How to understand the sentence of differentiated competition? Differentiated competition Differentiated competition: Differentiated competition is something that distinguishes and differentiates the products or services provided by enterprises and establishes the uniqueness of enterprises in the whole industry. There are many ways to realize differentiated competition, such as product design, brand, technology, product function, customer service, commercial network and its uniqueness in other aspects of differentiated competition. Specifically, it is to gain differentiated competitive advantage through market segmentation and personalized service, making it the development trend of enterprise business strategy, and it is the embodiment of CRM's customer-centered thought in enterprise competitive strategy. CRM advocates market segmentation according to customer needs, improving customer satisfaction through personalized service in market segments, and better acquiring and retaining customers. What the company lacks now is employees with this sense of competition. Being able to avoid the fiercest positive competition and take the road of differentiation according to its own advantages and customer needs should be worth learning. To establish differentiated competitiveness for enterprises, we should consider the following aspects: 1, from consumer demand 2, avoiding homogenization 3, based on enterprise resources 4, differentiation strategy, and comprehensively applying differentiated competition to enter the fiercely competitive market, specifically, aiming at the differentiation of target customers: product and brand positioning, product quality and packaging, key sales areas, marketing promotion and terminal sales.
What is a differentiated competitive strategy? Differentiation strategy is one of several competitive strategies, and it is also a very critical one. Differentiation strategy refers to the strategy that enterprises adopt to make products, services and corporate image obviously different from competitors in order to gain competitive advantage. The focus of this strategy is to create products and services that are regarded as unique by the industry and customers, so as to attract customers or provide them with added value. Therefore, differentiation strategy is an effective competitive strategy for enterprises to obtain profits higher than the average level of the same industry.
There are many methods of differentiation strategy, such as product differentiation, service differentiation and image differentiation. Specifically:
1, product technology differentiation. For example, in the music of walkman, MP3 is the technical distinction between CD and tape walkman.
2. Product function differentiation. It is to add or enhance a function for the product. This differentiation is more about the combination and adjustment of functions, such as providing an led light for the charging treasure, and turning the charging treasure into a flashlight in the dark. For another example, the noise reduction ability of headphones is greatly enhanced, which makes wireless headphones clearer when talking.
3. Product image differentiation. The most direct example is the local gold color scheme launched by iphone for China market.
4. Service differentiation. For example, Haier's door-to-door service measures, SF's cold chain technology and home delivery, JD.COM's next-day arrival and so on
5. Channel differentiation. For example, dog vacuum cleaners are only sold online.
6. Brand differentiation. For example, many luxury goods, in fact, more than half of their product prices are brand premiums.
What is "differentiated competition"? Differentiation, intuitive understanding, that is different. Differentiated competition: pay attention to differentiation, don't follow suit, and have your own principles; Pay attention to differentiation in doing things, do not stick to the rules, and dare to innovate; Entrepreneurship also pays attention to differentiation, and it is necessary to find another way, discover new business models and explore the potential blue ocean. Having said that, what is differentiated competition?
The first sign of differentiation is "brand". The sign here is empty. It is not necessarily a specific product or a company that has a brand. A person with great influence and distinctive features is also a brand. Such as Jobs, papi sauce, Yi Zhongtian and other well-known brands. The strength of a brand is that most people know what it is without saying much, and quite a few people recognize it and even are infatuated with it. In a sense, everyone is a brand, and everyone has been constantly building their own brand, which is called thousands of people.
The second sign of differentiation is that there are repeat customers and the user's viscosity is high. For an offline restaurant and an app, nothing is more important than user viscosity or user loyalty. If you engage in marketing activities and publicity, you can bring new ideas, but more importantly, users will stay after coming in, which is also the reason for the so-called seven-day retention rate and monthly retention rate in the industry. For a person, who is your repeat customer? How can I show you the stickiness of users? I think it should be personality charm, or in layman's terms, temperament. People with good temperament are more willing to approach, more sticky and more popular.
The third sign of differentiation is switching cost. For example, instant messaging tools, WeChat started, and it is no longer difficult to have a product to compete with it, whether it is Xiaomi's Mi Chat or Ali's Exchange. Are these products fundamentally inadequate in function or technology compared with WeChat? No, WeChat won the conversion cost. Friends and relatives have added WeChat. How expensive is it to change the communication tool? Another example is that parents find teachers for their children. Once the teacher is recognized, this differentiation is formed, and no one wants to change teachers at will.
The fourth sign of differentiation is the first Mover advantage or moat. If you want to be different from others, either you are one step ahead and others can only catch up with it, or what you do has a threshold that others can't do. Otherwise, others can catch up as soon as they catch up, and they can learn as soon as they learn. That's homogeneous competition, not differentiated competition.
Everything is the same, and differentiated competition seems to be a term in business. In fact, it is always reflected in everyone's life, everyone's body, as long as you observe and feel with your heart. As stated in Business Principles, we should pursue differentiated competition, avoid homogenization and build our own core competitiveness. From a certain point of view, the best way to differentiate competition is not to blindly compare with others, to be yourself and to realize yourself.