摘要
差别化战略是企业在激烈的市场竞争中谋求胜利的一种有效战略。差别化来源于产品所具有的特征以及蕴含的特别服务。服务创新是实施差别化战略的重要手段 ,并能为技术创新的成功提供一定的保障。企业要以差别化服务战略制胜 ,创立品牌优势 ,可以从利用顾客心理认同、弥补顾客能力缺陷、满足其个性化需求等几方面着手 。
Differential competition strategy of manufacturing enterprises is an efficient strategy in harsh market competition.The difference comes from the characteristics of products and the special service.Service innovation is an important approach to carry out differential service strategy and can somewhat ensure the success of technology innovation.In order to improve their competition capability,manufacturing enterprises can execute differential strategy by making use of customers psychological identification,satisfying their individual need,etc.In this process they must add particular enterprise culture to it.
出处
《四川大学学报（哲学社会科学版）》
CSSCI
北大核心
2000年第6期16-20,共5页
Journal of Sichuan University：Philosophy and Social Science Edition
基金
国家自然科学基金资助项目(79570043)
教育部基金资助项目
关键词
制造业
服务创新
差别化战略
品牌优势
service innovation
differential competition strategy
brand advantage
