1, cost leadership strategy
In other words, for a long period of time, the cost of keeping one's own products or services is lower than that of competitors in the same industry. When the cost is reduced, the profit will increase, enterprises can adopt low-price strategy, and brands will be more competitive. Toyota is famous for its pursuit of perfection. However, in order to adapt to the increasingly fierce market competition, Toyota also pays great attention to reducing the manufacturing cost of cars to make its products more competitive.
2. Product differentiation strategy
In other words, the products and services provided are unique compared with similar products or services. Under this strategy, the application of brand fully embodies a certain uniqueness of brand, and enterprises determine their own target market and strategic steps on the basis of this uniqueness. There are various forms of expression, such as unique brand image, unique product characteristics and unique service.
3. Centralized strategy
That is to say, an enterprise determines the competitive scope of an industry by subdividing the industrial market, emphasizing the unique competitive advantage in an industry, focusing on serving a specific market, or focusing on a specific consumer group, that is, the advantage of an enterprise in serving a specific market segment in an industry.
Enterprises concentrate all kinds of resources to accelerate the development of product production and marketing scale, so that brands can have influence in a short time. Because the centralized strategy makes enterprises too specialized and their ability to resist risks is weakened.
Extended data:
total strategy
Porter believes that "when the power that affects industrial competition and its deep-seated reasons are determined, enterprises must determine their own advantages and disadvantages relative to the industrial environment." Accordingly, he put forward a general competitive strategy that is applicable to enterprises of any nature and scale and covers a wide range.
1, lower cost.
Faced with a huge market and a large number of consumers, enterprises can consider adopting a cost-leading strategy to establish a competitive advantage. The key of this strategy is to reduce the average expenditure through economies of scale, and at the same time achieve professional work efficiency through mass production, so that the overall cost can be reduced, and the product price can be positioned lower than that of the same industry, resulting in competitive advantage.
2. Differentiation strategy
Enterprises use ingenious creativity, advanced technology and construction procedures, novel and mysterious raw material formulas and unique service forms to design a unique product. Even if the product itself is not unusual, it can establish a unique brand image of the product through advertising and packaging, and achieve differentiated effects.
The differentiation strategy can be implemented in a wide range of markets or in a narrow range of markets. In a narrow market, the target of differentiation strategy is a small group of consumers with special needs or hobbies, so it is called focused differentiation strategy.
References:
Baidu Encyclopedia-Competitive Strategy