文献类型：期刊文献

中文题名：企业竞争中的产品差异化战略研究

英文题名：A Study of Diversity Strategy in Competition among Enterprises

作者：张占东[1]

第一作者：张占东

机构：[1]河南财经学院

第一机构：河南财经政法大学

年份：2002

期号：3

起止页码：51-53

中文期刊名：经济经纬

外文期刊名：Economic Survey

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2000】；

语种：中文

中文关键词：企业竞争;产品差异化战略;研究

外文关键词：competition among enterprises; diversity of products; strategy

摘要：产品差异化是创造产品个性,引起消费者偏好,取得竞争优势的重要战略。产品的物理特性、消费者的主观判断、企业的促销活动以及地理位置是影响产品差异化的主要原因。在激烈的市场竞争中,企业可以通过不断的产品创新、及时的促销宣传、优质的销售服务、良好的公众形象、有利的地理位置实施产品差异化战略。
The diversity of products is an important strategy to create the unique features of the products, to arouse the consumer' s special favor and to gain advantage in competition. The physical property of the products, the consumer's subjective judgment, the promotion activities of the enterprises and the location of an enterprise are main factors affecting the diversity of the products. In the fierce competition at the market, enterprises can carry out the diversity strategy by constant innovation on their products, timely promotion, good sales service, positive public images and advantageous locations.