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英国essay代写:Product differentiation

2018-07-06 | 来源:51due教员组 | 类别:Essay代写范文

本篇essay代写- Product differentiation讨论了产品差异化。所谓的产品差异化指的是消费者所认为的同种产品间的差异。产品差异从内容上说,一般包括横向和纵向的差异,所谓的横向产品差异指的是产品虽然制造数量一样,但是设计中有差异。如果是纵向差异,对产品消费者的偏好特征基本相同。由此知,所谓的产品差异化核心竞争力指的是企业从两个方面,也就是横向产品差异和纵向产品差异方面来让消费者对该企业的产品产生偏好,并将这一偏好长时间的维持下去。本篇essay代写51due代写平台整理,供大家从参考阅读。

Product differentiation,产品差异化,essay代写,代写,paper代写

At present, the research on the core competitiveness of enterprises has involved various links, such as production, sales, design and so on. Products are an important part of the core competitiveness of enterprises and should be given enough attention. Advertising, development of any business as long as the products, services and circulation can have a form of enterprise core competitive advantages, can win the trust of consumers and continue to persist, so that enterprises hold up to the consumer, can prevent the potential entrants, and obtain the good market efficiency.

Economists generally at the time of the monopoly competition market structure will product differentiation as the research basis, it also is Lancaster defined as consumer preferences for commodity characteristics, because each kind of commodity is the combination of has its own characteristics, so consumers in the process of choosing not to directly compare products, but its basic characteristics. There are two important concepts in the study of product production differences in the industry. Second, the brands of two products are different, but they are closely related substitutes. In this case, the pricing of one product will restrict the pricing of the other product. Therefore, the so-called product differentiation refers to the difference between products that consumers believe are the same. In terms of content, product difference generally includes horizontal difference and vertical difference. The so-called horizontal product difference refers to that although the product is made in the same quantity, there are differences in design. The easiest way to analyze horizontal differences is to use an axis to represent the characteristics of goods. G identifies the characteristics of each brand so that differences can be identified. If it's a vertical difference, the preferences of product consumers are basically the same, such as quality. Know from this, the so-called core competitiveness of the product differentiation refers to the enterprise from two aspects, namely horizontal product difference and vertical differences to let the consumer preference for the enterprise's products, and will be on the preference for a long period of time, the core is to let the consumer to the enterprise products and other product difference distinguish and recognition of the enterprise.

The government to control the price of a product, you need to produce the same product manufacturers to accept the same price, so they are in the process of the site at no cost will be located in the center of town. If two manufacturers of the same product quality, they want to higher than the actual cost price to pricing, requires the selection of the location in the location of the distance equidistant from both ends of each town, this is at the risk of losing customers. Therefore, if the enterprise wants to obtain more consumers and more product profits, the manufacturer can only achieve product differentiation. According to "Bertrand paradox, two or more vendors if the production of the same kind of products, product production constant return to scale, sales if used in the marginal cost, is will not make a profit. Which means that the manufacturer's products if the quality is the same, in the fierce competition, get into vicious competition trend, prices will gradually tend to be guaranteed, the final product sales can only be close to marginal cost. Therefore, only by making sure the product is differentiated can the manufacturer sell the product at a price higher than the actual cost and obtain greater profits.

Incumbents are in a clear competitive position compared with potential ones. The factors that influence incumbent firms and hence their long-term excess profits are barriers to entry. These factors include economic size, product differences, cost advantages, and unique resources. It can be analyzed from two aspects: horizontal and vertical differences. From the transverse difference, entrants can choose to maximize product performance of the space position and enter, incumbents in these circumstances to prevent potential, on the basis of the need to ensure that products are original position, the position of the new product with the appropriate product performance to replace, so that entrants even if will not find it in the profit space, in order to prevent the entrants. In terms of vertical difference, consumers have a good understanding of the current product quality and are satisfied with the quality. They will buy products at the current price. If new again the same product on the market, but consumers for its quality is unknown, and because there is no symmetrical quality information, so if new entrants to the quality of the products is higher than the original products, consumers will not be easily choose new products. So, even if there is no any response, incumbents because of information asymmetry, entrants will receive a lot of obstacles, the quality and reputation of incumbents will therefore lay a good barrier.

The survey found that many scholars believe that the core competitiveness of a company's products refers to the continuous renewal and introduction of new products with lower costs. Therefore, to ensure this core competitiveness, we need to have strong product development capacity as guarantee. The analysis of scholars is generally based on the consideration of enterprises, and seldom from the perspective of consumers. For consumers, to judge the quality of the product there is no individual difference, consumers love forever is the good quality product, with the development of economy and the progress of the society, consumers' income increase gradually, so many consumers are willing to choose some high quality products, for some low quality products tend to give up. In this way, it has laid a foundation for enterprises to guide consumers to form preferences for their products through powerful product development. The enterprise product development ability is strong, and you can offer a better quality of products, not only has a reinforcing role on the original consumer preferences, at the same time also can capture more customers from low quality enterprises. So, need from the transverse difference in space product appearance improvement, increase product functionality, product variety improvement and to constantly develop, in order to prevent potential entry, let companies have more powerful competitive advantage.

Consumers face if it is a few products, at the same time, using occasions and more specifically, the product quality and characteristics of the consumers will be more clear, the enterprise from the aspects such as product quality and variety to guide the consumer preferences. With the development of modern society, a large number of complex product pouring into the market, consumers know little about wide variety of goods, goods quality information is obtained, so that enterprises need not only selling products, also need to add value-added services, and products sold together, it will produce lead to difference of products for value-added services. Product system is one of important parts of the service, the enterprise if you provide the high quality service, can't form preferences can help consumers better, also can facilitate to improve product prices and prevent potential entry, gain long-term competitive advantage.

Advertising belongs to the category of horizontal differentiation. For enterprises, advertising has two USES: one is to provide information, and the other is to conduct purchase persuasion. In terms of providing information, radio, television, and newspapers and other media can clearly tell consumers that the existence of the product, the product characteristics identified at the same time, the quality of the products by brand will confirm good, so that consumers can make a choice, better this way for a new brand and new product publicity and promotion. Persuade to buy, mainly through advertising to guide the consumer spending, to guide consumers to purchase a particular brand or a product of the enterprise, and let the consumer gradually develop product preferences, this can effectively to their products and other products. Especially for consumers who are not dependent on a product, the effect of this kind of advertising is obvious. The adoption of appropriate advertising strategies, whether to release information or persuade consumers to buy, can help consumers form long-term preferences and maintain products, so as to ensure their core competitiveness.

Location in the product differentiation has played a very important role, modern enterprises are mostly factory store separation, are separate from the general production and circulation, so choose the right circulation channels has become a important way of transverse differential products circulation channels at different time and make consumers buy mobile fee is different, and these two points is the important factors that affect consumer preferences. Therefore, enterprises must be careful when choosing circulation channels, so as to obtain more preferences of consumers, so as to establish their own competitive advantages. There are three general circulation channel strategies for manufacturers to choose from: setting up independent sales companies, merging distributors and manufacturers, and requiring downstream enterprises to provide services to customers.

The core competitiveness of enterprises not only refers to the innovation ability and market service ability of products, but also needs to be recognized and favored by consumers. In this article, starting from the evaluation of consumers about the product, the product differentiation based on the realization of the enterprise core competitive ability, in order to better able to provide necessary reference advice for development of enterprises.

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