Research And Countermeasures On Differentiation Strategy Of Mini-car Product Of CH Company

Mini-Motor Vehicles (hereinafter referred to as mini-car) as a national car, there are broad prospects for development.However, competition in the domestic mini-car companies are marketing products and the homogeneity of a more serious, the simple imitation of innovation will be rapid.This homogenization of competition brought about by low-priced products to consumers, but also result in product quality and corporate profits have been falling more and more modest, domestic part of mini-car business even in the face of losses, operating more and more difficult.In the international financial crisis, the mini-car business how to avoid the cycle of a price war occurred a few years ago, and enhance business profitability and viability, has become an important issue.In this paper, the use of differentiation strategies, customer value and competitive advantage theory and other related closely with practice, through a combination of qualitative and quantitative methods, the difference between Chana mini-cars to enhance the competitive advantage strategy were studied.First of all, reviewed and summed up the difference between domestic and foreign automotive research the status quo, and accordingly put forward a strategy of differentiation, customer value, competitive advantage and other major theories, and a brief analysis of them.Secondly, the combination of the development of Chongqing CH's the status quo, of CH mini-car in which to analyze the internal and external environment. CH mini-car for in the development of the situation facing the mini-car to the CH environment in which the use of outside "PEST Analysis Method" and the "five forces model" to the external environment (including the general environment and industry environment) analysis to identify the company next the existence of a process of development opportunities and threats;The use of "VRIO framework" and "SWOT analysis" analysis of internal factors, to identify the existence of the company's own strengths and weaknesses. CH vehicles and the implementation of mini-differentiation strategy and the differences in the feasibility of an analysis of the elements.Finally, mini-cars of CH differentiation strategy to enhance competitive advantage, from the brand differentiation, product differentiation, marketing differentiation, market differentiation, service differentiation, technological innovation and quality differences, such as differences in response to a research and explore the implementation of the strategy process and made recommendations.Paper emphasizes the differences in the implementation of short-term strategy to maintain competitive advantage can only be, mini-cars differentiation strategy must identify the current and future key elements of differentiation, and to cultivate the core competitiveness of enterprise development, through the continued implementation of differentiation to maintain a competitive advantage .This mini-car business continued to maintain its competitive edge, has a positive meaning.In this paper, the results of mini-car for the further implementation of differentiated business strategies, to avoid making the same mistakes as the price war, in theory and in practice provided a useful attempt.