A Study On Class Homogeneity Of Differentiation Marketing Communication

Differentiation Strategy is one of the three core strategies for modern enterprise. It is mainly presented as differentiation marketing communication which creates exclusive and unique brand chracteristics by a set of marketing communication mix in order to distinguish itself from like-brands. However both marketing observation and investigation indicate that differentiation marketing communication is as limited as unable to establish exclusive, unique and long-term differentiation value and competitve advantage. Instead, it may causes secondary homogeneity which is defined as class homogeneity in the paper.The paper, composed of three chapters, is focused upon the class homogeneity of differentiation marketing communication. In Chapter 1, the author regularizes the complex theories of differentiation marketing communication, classifies the multifarious modes of differentiation marketing communication into three types and. from the aspect of brand, depicts the actuality of class homogeneity. Chapter 2 has two parts. The first part is a relatively microcosmic research on the segments of differentiation marketing communication such as marketing segmentation. positioning, consumer's information collecting system, noise, etc.. analyzing the factor and trend of class homogeneity. The next part is a more macroscopical analysis on the inter-enterprised repetition of differentiation marketing communication and its influence on class homogeneity, communication environment's affect involved. In the last chapter, the author rethinks the "can" and "cannot", fuction and limit of differentiation marketing communication. The aothor also puts forward a new applicable scope, which is named Brand Community in the paper, for differentiation marketing communication, followed by three ideas to cope with the class homogeneity. Finally, the anthor discusses the value of class homogeneity as a tactic and the practice methods of it.