Study On Differentiated Marketing Strategy Of S Company

China's washing machine industry has been showing strong growth momentum since the reform and opening-up policy. After 30 years of rapid development, China's washing machine industry has gradually entered a mature stage of the market. Because of the market is already fully competitive, the competition in market segmentation is becoming more and more intensive. In recent years, the segment has been constantly penetrated and eventually evolved into the current market situation:more and more homogeneous product, the product profit margins increasingly slim.Through the analysis of washing machine industry, we surprised discovered that S company showing strong growth during the past years. S company has achieved significant sales revenue and net profits largely because they have chosen and maintained a differentiated marketing strategy. A lot of companies in the industry were taken price war to deal with the crisis when the 2008 financial crisis broken out, but S company easily overcome the crisis because the company maintained its differentiated marketing strategy. The income growth rate is the first in the industry and created the best historical level. This phenomenon initiates the thinking:what kind of factors has led S company to excellent market performance in the financial crisis?According to the analysis of industry data and some industry interviews, this paper discovered the secret makes S company success is differentiated marketing strategy. This paper attempts to conduct a demonstration and analysis, and hope that these experiences can bring something to those companies, whatever inside or outside of the industry. This paper gives us a lot of experiences in marketing: companies should be objective and rational analysis of changes in the external environment no matter what kind of environment the industry is, and try to take corresponding marketing strategies to overcome the negative factors.In summary, enterprises should adapt to the changes in marketing environment, focus on consumer needs, and adopt different marketing strategies to the constantly changing. Only in this way, can our enterprises get an invincible position and achieve sustainable development in the competition.