基于价值链的产品差异化策略--Assignment代写范文

Assignment代写范文:“基于价值链的产品差异化策略”，这篇论文主要描述的是对于企业而言不同行业的价值链不同，市场上不同的竞争对手在价值链上都有着不同的差异了，这种产品差异性就是企业竞争的一个重要优势，企业能够通过对价值链进行分析，来建立一个企业发展所需要的竞争优势。

Value chain of a certain level of is the combination of various of activities of an enterprise in a specific industry, although in the same industry, enterprises have the value chains which have some similar parts, the overall value chains of competitive enterprises’ are often different. The difference between value chains of competitors’ is a key source of product differentiation, it is also a key source of competitive advantage.

Enterprises are through an in-depth analysis on basic value chain and industrial value chain to establish enterprise value chain which is in line with needs of their own development, which has a great help for the mining product differentiation factors (Günes and Aksin）.Enterprise value chain is an important source of competitive advantage, which is also the important basis for forming differentiation. Enterprise operation differentiation comes from the specific activities that the enterprise carries on and the way that these activities affect customers. Any kind of value activity is a potential source of an enterprise’s unique nature, for example, the purchase of raw materials and other input can affect products’ final properties to influence product differentiation, technology development activities can promote the product design which has unique product performance, production and business activities will affect appearance, consistency of specifications of products and reliability(Günes and Aksin, 2004).

Potter thought that, any activity in value chain can make potential contribution to an enterprise’s product differentiation, even if a tangible product is commodity, other activities can often lead to significant diversity. Judging from the entire process of formation of value, the above value links have the biggest impact on an enterprise’s formation of product differentiation, and in fact, both direct and indirect value activities may constitute the source of product differentiation, even very small indirect value activity may also become an important source of an enterprise’s product differentiation. For example, drug testing costs account for only a small part of total costs (such as 1%）, but if a unqualified product is sent to a customer, it will have a significant negative effect on the image of pharmaceutical enterprises’ product differentiation. This deeply explains that the decision-making error in a key link of value chain will have a serious impact on the image of an enterprise and even the image of the whole industry (Tan and Lo, 2008).

In addition, an enterprise’s product differentiation can also be established in produce operating activities, rather than in production process only. For example, enterprises can usually strengthen the role of sales channels in product differentiation through the following activities : establishing standards and policies for how sales channels operate, providing sales channels with advertising and training materials, providing funds for sale channels to provide buyer credit and so on, these management behavior are propitious to creating an unique image of an enterprise’s products, which also enhances the competition ability of its products when compare with other companies’ products.

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