In what aspects can companies achieve differentiation?

To realize a differentiation strategy, companies need to do a lot of work. Of course, the core is still at the brand marketing level.

The differentiation strategy is first the differentiation of positioning, the second is the differentiation of product features and details, the third is the differentiation of marketing layout, and the fourth is the differentiation of R&D and brand promotion.

The path for enterprises to achieve brand differentiation is:

Uniqueness in design or brand image, technical features, appearance features, customer service, distribution network and other aspects. Ideally, a company differentiates itself in several ways. The alienation strategy does not mean that the company can ignore costs. But at this time, cost is not the company's primary strategic goal.

Differentiation strategy can be divided into product differentiation, service differentiation, personnel differentiation and image differentiation, etc.

The main factors of product differentiation are: features, performance, consistency, durability, reliability, ease of repair, style and design. Service differentiation strategy Service differentiation mainly includes factors such as delivery, installation, customer training, and consulting services. Personnel differentiation strategy: Well-trained employees should be able to embody the following six characteristics: competent, polite, trustworthy, reliable, responsive, and good at communication. Image differentiation strategy mainly refers to the different feelings that the brand image gives consumers when compared with other brands.

Applicable conditions for differentiation strategy

(1) There are many ways to create differences between the company and its competitors’ products, and this difference is considered valuable by customers; ( 2) Customers’ needs and usage requirements for products are diverse, that is, customer needs are different; (3) There are very few competitors adopting similar differentiation approaches, that is, it is truly possible to ensure that the company is “differentiated”; (4) Technology changes rapidly, and competition in the market is mainly focused on the continuous introduction of new product features.

Enterprises implementing differentiation strategies must also meet the following internal conditions: (1) Have strong research and development capabilities, and researchers must have creative vision; (2) Enterprises must be leading with their product quality or technology Prestige; (3) The enterprise has a long history in this industry or absorbs the skills of other enterprises and becomes its own entity; (4) Strong marketing capabilities; (5) Research and development, product development and marketing functions There must be strong coordination between departments; (6) The enterprise must have physical facilities that can attract senior researchers, creative talents and highly skilled staff; (7) Sales channels can provide strong cooperation for the enterprise.