Four Strategies For Making Differentiation In Entrepreneurship

The rise of entrepreneurial trend and how to break through in a competitive environment are the key to winning.

From the company positioning, products, services, access to corporate image, in the need to differentiate, in order to achieve target customers, create revenue.

Someone once said, "workplace is a paradise for boredom, but entrepreneurship is a purgatory of happiness!"

If you want to succeed in business, every link is a checkpoint. If you neglect it a little, you may lose your original enthusiasm and confidence.

Only by understanding "differentiation", creating and meeting the needs of customers can we improve the winning rate.

The so-called "differentiation" refers to seeking differences in the same direction, using various variables, including: population, geography, psychology, buying behavior.

And so on, planning different products or services on the market to stimulate the potential demand of consumers, and further purchase actions.

Before conducting differentiation, we must make a careful assessment to see who the target customers are.

Where?

What are the expectations for products or services?

What are the weaknesses of competition?

How to make enemies accurately?

This series of problems is by no means imagination, but can be grasped by market research or the assistance of business consultants.

With all the preparations, we will not waste bullets.

As for past experience, differentiation determines the life and death of enterprises and professional managers.

In April 1999, when Compaq, the world's largest personal computer, announced that Eekhard Pfeiffer, Pfeiffer, was dismissed by the board because of poor performance.

And Pfeiffer's failure is to promote the differential strategy of low-cost computers. Despite the maintenance of the first seat of the market, the company has made a sharp decline in profit, and the suppliers are also badly injured, and have planted the factors that make shareholders and employees dissatisfied.

In contrast, the 7-11 largest convenience store in Taiwan has been dominated by the access industry for many years. But with the continuous development of its own brand or selling goods alone, and the marketing strategy of topics, such as: sending Hello Kitty magnets to a full extent, creating an atmosphere of selling happiness and providing intimate service, as a division between the industry and the industry, various successful differentiation strategies have made their achievements invincible.

This shows that differentiation is like oxygen in the human body, no differentiation, enterprises want to continue to operate, no matter how difficult it is to ascend the sky.

What are the levels of differentiation?

What matters should entrepreneurs pay attention to when formulating differentiation strategy?

Generally speaking, differentiation can be manifested in four aspects: product, service, access and corporate image.

1. product differentiation

From appearance, efficiency, style, design, service life and so on, products can be differentiated.

For example, apple computer's mobile phone iPhone has a new design and powerful function. It can not only listen to music, telephone, learn English, and even monitor heartbeat, but also make the consumers feel impressive and create good sales results.

For example, the Formosa Plastics Group has set up a plastic surgery, so that it does not allow foreign cosmetics and maintenance brands to be unique. It combines the Chang Gung Medical Team, launched the FORTE brand, appeals for research and development capabilities, and has been in the market for many years, thanks to the strategy of product differentiation.

When formulating product differentiation strategy, entrepreneurs must first consider the strengths of their own business products, and then think about whether there are strategic alliance partners to provide relevant resources. When the more resources are available, the more sophisticated the market can be, the more effective the differentiation will be.

For example, the same is yogurt, unified enterprises can be divided into "unified AB yogurt" and "unified LP33 yogurt" according to different strains, not only to attract consumers of different needs, but also to develop many new customers who never drink yogurt, and at the same time, they have made achievements and brand awareness.

2. service differentiation

If you can provide service and quality that is different from those of your competitors, entrepreneurs will win a lot.

Service differentiation may be reflected in the ordering and delivery parts, and may also be reflected in various aspects such as installation, maintenance, after sales service and so on.

Take the PCHome shopping on the island's online shopping as an example. When all the businesses are fighting at low prices, they are leading the return of free freight and the intimate service to the government, and cooperate with many banks to allow users to enjoy the discount of zero interest rate shopping, thus establishing a group of loyal customers.

Whether it is a start-up company or a certain scale enterprise, the best use of service differentiation often brings unexpected results.

Like a well-known electronic access provider nationwide, in recent years, the strategy of strong service Cye.com.cn differentiation has been introduced: free installation of air-conditioners, refrigerators and air conditioners free of charge for 10 years, all of which leave consumers with the brand image of "service first", and further cultivate loyalty.

In general, companies with stronger service attributes, such as retail department stores, distributors, beauty industry, leisure and tourism industries, and so on, should pay more attention to service differentiation.

Because sales staff face customers on the first line, the quality of service of salesmen is good, and whether they can provide services that do not have other families will affect the willingness of customers to return to consumption.

In addition, when formulating service differentiation strategy, most of them will be accompanied by relevant staff education and training.

What are the cost of time and money invested?

These details entrepreneurs must think one by one, so as not to misestimate the situation.

3. channel differentiation

The same products will be sold in different outlets, which will result in different sales effects.

Which way is most suitable for your own product?

Is it solid or virtual?

Or can we develop new access to different guest layers?

Business owners can formulate appropriate channel differentiation strategies according to different stages of company development.

For example, the internationally renowned Ding Tai Feng restaurant, the juicy Xiaolong Bao, made many people willing to queue up for one or two hours. In order not to let the people who could not queue up, leaving behind regret, Ding Tai Fung later launched online shopping, and sold small bags in a chain store, which not only opened up new sources of tourists, but also had positive support for performance.

An example of recent success is ASUS.

Before the launch of the new product EeePC, ASUS was thinking about it. This product, which emphasizes "enough and easy to use", aims at 8 to 35 years old children, students and Cye.com.cn housewives. It is not the same as the existing customers. In order to get the recognition of this group of consumers, ASUS has trained a group of PC people, and has been demonstrating and explaining them in various channels, communicating with the language which is understood by their mothers and their children.

4. image differentiation

Image differentiation means that the image presented by trademark design, advertising motto, event activities and media packaging is shaped into a fixed impression in the hearts of the public, and links with the products or services it sells.

Such as "We are family" as the slogan of China Trust, through all kinds of advertising publicity, shaping the image of the people for the people, and neighbors, and also the first brand of consumer finance business; and let many women familiar with "are you looking at me?"

You can get closer! "

Advertising gold sentence, let SK - II maintenance product efficacy is magnified, performance also soaring.

The image of an enterprise can not be achieved overnight. It must be accumulated and pmitted over a long period of time. Entrepreneurs must be patient and visionary, and start thinking at the beginning of their business: what kind of corporate image they want to create and achieve their goals one by one within the controllable cost range.

Four strategies of differentiation

Product differentiation

Appearance, efficiency, style, design, service life and so on.

Service differentiation

Ordering, delivery, installation, maintenance, after sales service, etc.

Channel differentiation

Entities, virtual, direct sales, distribution, innovation channels, etc.

Image differentiation

Trademarks, advertisements, events, signboards, media packages, etc.