Research On Product Differentiation Strategy Of GYKJ

With the development of science and technology of ceramic technology, more and more wear-resistant ceramic components are used in various industries; at the same time, speeding up the process of integration with the world economy, domestic ceramics industry market has improved steadily within the industry more competitive. GYKJ company as a leader in science and technology unit of domestic ceramic technology for the majority of the country’s paper-making machinery to provide ceramic wear parts, from the company’s industry environment, due to the global financial crisis in 2008 and the introduction of new national environmental policy in 2012, making paper industry hard hit, the target market customer base amount reduced, the pace of development of ceramic wear parts industry slowdown; from the product point of view, due to lower technical threshold, resulting in the low-end competitors emerging markets, the company carve GYKJ The low-end customer markets; coupled with the same type of foreign high-end products into the Chinese market, GYKJ company’s high-end customer market is also under threat. How to survive in the fierce competition, the company has become the most important issue facing GYKJ.In this paper, GYKJ company as a study case, the use of Porter’s five forces model as an analytical tool to analyze GYKJ external market environment in which the company derived: the current business environment in which the industry downturn, increased competitive pressures within the industry; product trends within the industry at the same phenomenon seriously, the company’s existing products, the degree of differentiated services with competitors narrowing brand single serious, resulting in insufficient market competitiveness; enterprises need to establish a market "firewall" in the product, marketing channels, services and other aspects of the brand as well as the formation of differences with other companies in the same industry to enhance their competitiveness. At the same time, through the company’s existing core capabilities and enterprise resources drawn from the analysis: the difference may exist in the design and production of corporate, brand building, marketing channels and service aspects of product and to develop "Three Dimension plus one" strategy for the four areas differentiation strategy and propose specific embodiments.Through the "Three Dimension plus one" strategy formulation and implementation, we can draw the following conclusions: GYKJ companies need to develop a detailed plan to improve and upgrade in technology, talent and brand three areas, by improving production technology and equipment, increase the introduction of talent, improve employee benefits, and other measures to achieve the establishment of sub-brand differentiation strategy in the three "Dimension"; at the same time by focusing on upgrading "one" – the service, through the improvement of the service system and quality of service, GYKJ company with three "Dimension" to form a complex, making GYKJ company product differentiation strategy more complete and specific.The paper is organized into six parts, the first part is an introduction; the second part discusses the theoretical basis; the third part is the industry status analysis; fourth part GYKJ company’s differentiated structure; the fifth part of the differentiation strategy implementation; sixth part is the conclusion.