A Research On The Customer-oriented Differentiation Strategy Of W Company

With the improvement of people’s living standards,China’s cosmetics market has developed rapidly and become the world’s second largest cosmetics market,which makes the growth of cosmetic plastic packaging industry has also been developed.In recent years,with a sustained slowdown in the global economic growth,China economy has entered a new normal.Cosmetics consumer market will continue growing,but at a slower pace.Market competition is increasingly fierce.The drop in sales and profits continued to decline phenomenon appears in cosmetic plastic packaging industry after a boom.This situation has brought many constraints to the develop ment of enterprises and emerge many management problems.We help the company find the solution on the basis of the analysis of the current situation,and make the enterprise strategic plan to get rid of the difficulties.This paper analyze the W company’s external environment and internal environm ent through PEST,Porter’s Five Forces Model,SWOT,EFE,IFE and other strategic diagnostic tools based on the development strategy of W cosmetics plastics packaging company to find out the key factors affecting the development of enterprises and put forwa rd the customer-oriented differentiation strategy.We design the strategic management system and make the implementation of the strategy from product differentiation,service differentiation,channel differentiation and brand differentiation on the basis of customer value chain.And we design the performance index and solutions from financial,customer,internal processes,learning and growth by the combination of the company status and balance score card.At last we establish a system that can effectively promote the strategy of W company and provide theoretical and practical significance for cosmetic plastic packaging industry and the same company.The main conclusions of this paper are as follows:1.In the background of fierce competition in the industry,product homogeneity,the diversification of customer needs and product profit shrinking,W company should adopt the customer-oriented differentiation strategy,thus forming a differentiated competitive advantage.2.The key of obtaining the competitive advantage is set up cooperative multi-differentiation system.Every joint of the customer value chain is the source of company differentiation,it requires the enterprise’s business activities can be coordinated with e ach other.Differentiation is the integration of product,brand,channel and service.3.This paper puts forward the implementation path of W company’s customer-oriented differentiation strategy based on the customer value chain,:(1)The implementation path of product differentiation strategy:(1)Improve the manufacturing process and product quality;(2)Improve safety and environmental effects of products;(3)Improve product design ability;(4)humanity in product function;(5)Improve the quality of packaging;(6)Improve product category through the advantages of technology.(2)The implementation path of service differentiation strategy:(1)Shorten the delivery period,speed up the logistics and transportation;(2)establish a comprehensive service system;(3)Provide convenient network platform;(4)Enhance staff awareness of service.(3)The implementation path of channel differentiation strategy:(1)Participate in the professional cosmetics exhibitions;(2)Internet targeted advertising.(4)The implementation path of brand differentiation strategy:(1)A series of activities with the theme of "environmental protection innovation";(2)Participate in the professional cosmetics industry forum.4.In order to guarantee the development of W company’s strategic target s,we put forward some specific measures of strategic implementation target combined with the implementation of the path and the situation of the company,including:(1)Improve the organizational structure;(2)Optimize operation management;(3)Improve R&D ability and design ability;(4)Culture construction and human resources support;(5)The construction of information network;(6)Strategy evaluation of W company based on Balanced Scorecard.