| The subject of marketing has been attracting attention institutions and business. The importance of customers in marketing management has been fully realized, as well as the fierce competition in the market. It is found, however, most of the theories on the subject are only at single orientation, either at customers or at competitor orientation. Therefore, according to the framework of market management and Michael Porter's ideas on competitive strategy, this thesis tries to establish the technique and approach on the differential strategy of product from the visual angle of customers and competitor.The thesis is based on the modern market management and Michael Porter's ideas on competitive strategy theories. According to the relation of the three factors of customer, competitor and differential strategy, it constructs a factor model of differential strategy of product, and another corresponding "strategy circulation" model from the "double orientation" visual angle.The thesis includes 4 chapters. Chapter 1 is an introduction. It introduces simply the analytical approaches and main contents. Chapter is about basic disciplines, including three parts: competitor orientation and customer orientation; summary of differential strategy of product; connection between differential product and competition. The chapter establishes the theory basic for the chapter 3 and chapter 4. Chapter 3 constructs a factor model of differential strategy of product according to double orientation. These factors comprise three important aspects and two correlative main bodies. That is to say, the model mainly consists of 5 elements: 1) concept differentiation, which addresses 3 principles (concept position, concept... |
