一、差异化策略产品差异化带来较高的收益,可以用来对付供方压力,同时可以缓解买方压力。当客户缺乏选择余地时,其价格敏感性也就不高。但采取差异化策略而赢得顾客忠诚的公司,在面对替代品威胁时,其所处地位比其他竞争对手也更为有利。实现产品差异化有时会与争取占领更大的市场份额的活动相矛盾。推行差异化策略往往要求企业对于这一策略的排他性有思想准备。这一策略与提高市场份额两者不可兼顾。较为普遍的情况是,如果建立差异化的活动总是成本高昂,如:广泛的研究、产品设计、高质量的材料或周密的顾 First, the differentiation strategy Product differentiation to bring higher returns, can be used to deal with the pressure on the supply side, while alleviating the pressure on the buyer. When customers lack the choice, the price sensitivity is not high. But companies that adopt differentiated strategies to win customer loyalty are better positioned than their competitors in the face of threats from alternatives. Achieving product differentiation can sometimes contradict activities that seek to capture a larger share of the market. Differentiation strategies often require companies to be thought-provoking about the exclusivity of this strategy. Both this strategy and increasing market share can not be reconciled. More generally, it is always costly to establish differentiated activities such as: extensive research, product design, high quality materials or careful care