| Ceramic commodity industry is conventional, ripe and decentralized. With the growing producing ability, the strain in supply in ceramic material and energy market has further deepened the contradiction of demand against supply in the market. The enterprises have to cut prices to seek more marketing share under poor products' differential and it has brought on the competition in prices in ceramic market.In the context, the management strategy of differential products should be conducted. The brand will be first set up among dealers by the differences in products, services and marketing mode and the loyalty for brand is going to be founded among customers after long working. Accordingly the threats from suppliers, buyers, competitors, substitutes and potential new comers will be weakened. Why should Tianfu Company adopt the differential tactic to seek efficiently sustaining competitive advantage? The thesis will answer it in term of three aspects: exterior environments, interior sources and abilities and the character of chinaware as well as the purchasing actions of customers.The conclusion that the differential tactic can give Tianfu Co. chances which appear in the environments of customers' demand individuation, diversity and the growing consciousness of health and environment protection has been gotten after seeing about plants, participating management decision-making and analyzing its commonly exterior environments, chance threats in industrial environments with the theories of competitive advantage, resources fundamental ability and momentum ability respectively, especially further analyzing the industry of ceramic commodity with analysis method of strategic group chart. |
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