摘要
文章指出,产品差异化策略对企业自主创新战略的实施具有重要意义,它为企业自主创新战略指明了方向,提供了思维模式、具体途径和良好的市场发展前景。用产品差异化策略实施企业自主创新战略,应设计不同功能和效用的产品,对产品外形、颜色、款式等实行差异化,使用不同的新材料,实施产品包装装潢差异化,实施营销策略差异化,实施产品服务差异化,实施产品品牌和商标差异化,将产品的标准化与差异化相结合来创造差异化。
Broad product differentiation strategy points out the direction and provides a model of thinking and a channel of achieving the implementation of enterprises independent innovation strategy, providing enterprises with good market prospects. For the purpose of attracting customers, winning the market and achieving profits, the main channels of implementing enterprise independent innovation strategy by adopting products difference strategy can be done as follows： designing products with different functions and different utilities; making some characters of the product-such as appearance, color, style and so on-different from each other; using different new materials; adopting product differentiation in packages,marketing strategies, services, brands and trademarks ; and creating differentiation by combining the standardization with the differentiation, etc.
出处
《中国流通经济》
CSSCI
北大核心
2007年第2期41-44,共4页
China Business and Market
关键词
产品差异化
自主创新
集成创新
product differentiation strategy
independent innovation
integrate innovation
