营销论文009品牌建设与差异化营销.doc

PAGE PAGE I 全文共10页，约1，0000字 浅谈差异化营销 —品牌建设与差异化营销 摘 要 随着市场经济的深入快速发展 许多行业都面临着同质化的问题，因而创造顾客是 企业营销过程中必须解决的重要课题，而顾客的需求差异是实施差异化营销策略的重点。因此，营造一个与众不同的营销策略，形成差异化优势，是值得考虑的模式。在当今市场上，由于技术、人员、信息的公开性和及时性，使得产品同质化现象日趋严重，市场竞争愈演愈烈。与此形成鲜明对比的是，市场需求快速变化，顾客日益追求个性化。在此背景下应运而生的差异化营销策略，为避免企业之间同质化竞争、更好地满足消费者需求、提升企业竞争力提供了思路。提升企业竞争力很重要一方面是打造属于自己的品牌，品牌与差异化的关系密不可分，差异化以品牌来表达，品牌以差异化来建立。在全球国际化品牌竞争日益激烈的时代，品牌已不仅仅是一个概念、名称或标识，它早已成为产品或服务在消费者心中的效应，成为一种重要的、可以更新或传递的无形资产。品牌差异化是近年来人们普遍认同的实行品牌竞争的主要策略。 【关键词】 差异化营销 同质化 竞争 品牌建设 品牌差异化 更多原创经管论文及英文文献与翻译请访问： http://经管论文.com/ 经济管理类必威体育精装版最热门书籍请访问芝麻读书网： / On the difference in marketing —Brand building and marketing differentiation Abstract With the deepening of market economy, many industries are facing the rapid development of the homogenization of the problem, thus creating customers is the process of corporate marketing an important issue that must be addressed, while the differences in customer needs is to implement differentiated marketing strategy focus. Therefore, to create a distinctive marketing strategy to create differentiation advantage is worth considering the model. In todays market, due to technical, personnel, information, openness and timeliness of product homogeneity makes the phenomenon of growing market competition intensified. In sharp contrast, the rapidly changing market demand, customers increasingly seek personalization. In this context, emerged differentiated marketing strategy, in order to avoid the homogenization of competition among enterprises to better meet consumer demand, enhance the competitiveness of enterprises to provide a train of thought. To enhance the competitiveness of enterprises is very important on the one hand is to create their own brand, brand and an unbreakable connection between differentiation, differentiation in order to express the brand, brand to differentiate to establish. In the global interna