摘要：我国的经济发展在改革开放政策实施之后，势头强劲。在经济迅猛发展的背景下，中小企业也得到了十分有利的长远发展。特别是国家为了扶持中小企业的发展，推行了一系列的政策帮助，使得企业在升级转型这一方面有所开拓，铺开了崭新的发展道路。但是，近些年来国内中小企业市场的竞争越来越猛烈，各种大型跨国公司和国内的大型企业逐渐占据了大部分的市场份额，声势浩大，来势汹汹，各种方面上都增加了中小企业生存的压力。中小企业一定程度上保障了我国的就业率稳定，带动了经济的发展，对于各种中低端产业的升级转型具备着很关键的作用。所以正确积极地去探究中小企业的发展之道，生存之法，极尽可能地为中小企业开拓出一条生存发展的道路，具有很重要的意义。本文通过对差异化策略的具体研究，希望对中小企业的发展给予帮助。81319

毕业论文关键词：中小企业产品、差异化策略、产品差异化、服务差异化、形象差异化

Research on the Application of Differentiation Strategy in the Marketing of Small and Medium - sized Enterprises

Abstract: Since the reform and opening up, China's economic development momentum is strong。 In the context of economic development, small and medium enterprises have also been developed by leaps and bounds。 Especially the development of small and medium-sized enterprises to implement a series of fostering policies for the upgrading of small and medium enterprises opened up a new path of development。 But in recent years the increasingly fierce competition in the domestic market, the major multinational companies and major domestic enterprises occupy a large area of market share show an aggressive momentum。 Which exacerbated the survival of small and medium enterprises dilemma。 Small and medium-sized enterprises in China's employment growth, economic drive, including industrial upgrading and transformation are of great significance。 Therefore, it is of practical significance to study the development and survival strategy of small and medium-sized enterprises and open up the way of survival for the small and medium-sized enterprises in the fierce market competition。 This paper analyzes the current situation of the development of small and medium-sized enterprises, and puts forward that the small and medium-sized enterprises can adopt differentiated marketing strategies to realize their own development。 Through the effective implementation of product differentiation, service differentiation and image differentiation strategy, combined with the actual case, this paper puts forward the differentiated marketing strategy of small and medium-sized enterprise development, hoping to help the development of small and medium-sized enterprises。

Keywords: small and medium-sized enterprise products, differentiation strategy, product differentiation, service differentiation, image differentiation

目  录

一、绪论 1

（一） 课题研究的目的和意义 1

（二） 课题的研究现状和发展趋势 1

二、中小企业的界定与特点 4

（一） 中小企业概念的界定 4

（二） 中小企业的特点 5

三、差异化策略的定义及类型 7

（一） 产品差异化 7

（二） 服务差异化 7

（三） 形象差异化 8

四、差异化策略的收益与风险 9