What are the ways for enterprises to create differentiation in market competition?

Michael Porter put forward five competitive pressures and three basic strategies in his book Competitive Strategy, but there is only one key word behind it-differentiation. According to the core of Michael Porter's competitive strategy, kotler Consulting Group put forward the formula of enterprise differentiation: competitive strategy differentiation = resource differentiation+mode differentiation+cognitive differentiation.

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Resource differentiation refers to whether you have specific resources. If you have resources in the competition, you may have an advantage.

In the diamond industry, there is a company called BE DEERS, which controls the upstream diamond mining, so it has formed its own differentiation strategy in resource layout, so it can stay ahead of its competitors. ?

If enterprises can't differentiate in resources, they can also differentiate in modes. Mode differentiation refers to the realization of enterprise differentiation by reconstructing its own business model and business model when the enterprise and its competitors have the same resources.

For example, there is a real estate company called Huaxia Happiness Foundation. In the process of other real estate companies grabbing land, this company cooperated with the local government to achieve "three links and one leveling" and "nine links and one leveling". Mature a piece of land first, and then obtain a lot of land through industrial introduction. The ability to revitalize this system helps the company to hold the throat of the real estate industry at a low price. This is the differentiation of business model. ?

If enterprises are not differentiated in resources and modes, they can be differentiated in cognition. Cognitive differentiation means that although the resources are of the same model and the products provided are similar, the target consumers still think that the products or services provided by enterprises are different. ?

This involves positioning. What is positioning? That is, even if the enterprise and competitors choose the same market segment and aim at the same target customer group, the enterprise reconstructs the customer's cognition through positioning, so that the target customers think that the enterprise and competitors are different, thus obtaining differentiated survival opportunities. ?

For example, in the automobile market, there are automobile brands that focus on various positioning, but Volvo firmly occupies a "safe" position in the hearts of consumers. Even though Volvo cars are not as safe as Mercedes-Benz and BMW, consumers still think Volvo is the safest car brand. ?

These are three ways for enterprises to create differentiation. I don't know if you've ever thought about how your enterprise can create differentiation. Welcome to discuss in the message area.

Answer: Shu Huaping, marketing subverts the way you look at the problem, and pays attention to WeChat official account to market flights.