摘 要
在全球经济一体化背景下，中小企业面临日益激烈的市场竞争，如何通过差异化竞争战略提升竞争力成为关键问题。本研究以中国制造业中小企业为样本，基于资源基础理论和竞争优势理论，构建了包含产品创新、服务增值、品牌塑造三个维度的差异化竞争战略评价体系。采用问卷调查与案例分析相结合的方法，对126家中小制造企业进行实证研究。研究发现，实施差异化战略的企业在市场占有率、客户忠诚度和利润率方面表现显著优于未实施企业；其中产品创新能力对企业绩效影响最大，其次是服务增值能力。本研究创新性地将定性与定量分析相结合，首次提出适合中国国情的中小企业差异化竞争战略评估模型，为中小企业制定科学合理的竞争策略提供了理论依据和实践指导，丰富了差异化竞争理论在中国情境下的应用研究。
关键词：差异化竞争战略；中小企业；产品创新；服务增值；品牌塑造
Abstract
In the context of global economic integration, small and medium-sized enterprises (SMEs) face increasingly fierce market competition, making it crucial to enhance competitiveness through differentiation strategies. This study focuses on Chinese manufacturing SMEs and, based on resource-based theory and competitive advantage theory, constructs an evaluation system for differentiation strategies encompassing three dimensions: product innovation, service enhancement, and brand building. By employing a combination of questionnaire surveys and case studies, this research conducts empirical analysis on 126 small and medium-sized manufacturing enterprises. The findings reveal that firms implementing differentiation strategies exhibit significantly better performance in market share, customer loyalty, and profit margins compared to those that do not; among these, product innovation capability has the most substantial impact on firm performance, followed by service enhancement capability. Innovatively integrating qualitative and quantitative analyses, this study proposes a differentiation strategy assessment model tailored to China’s national conditions for the first time, providing theoretical foundations and practical guidance for SMEs to formulate scientific and rational competitive strategies. This research also enriches the application of differentiation strategy theories within the Chinese context.
Keywords: Differentiation Competition Strategy；Small And Medium Enterprises；Product Innovation；Service Enhancement；Brand Building
目 录
摘 要 I
Abstract II
引言 1
一、差异化战略的理论基础 1
（一）差异化竞争的定义与内涵 1
（二）中小企业差异化优势分析 2
（三）理论框架与研究假设 2
二、差异化战略的实施路径 2
（一）产品创新与特色打造 3
（二）品牌建设与市场定位 3
（三）客户服务与关系管理 3
三、实施效果的影响因素 4
（一）内部资源与能力评估 4
（二）外部环境与市场反应 4
（三）战略执行与组织保障 5
四、效果评估与改进建议 5
（一）绩效评价指标体系 6
（二）成功案例经验总结 6
（三）面临挑战与对策建议 6
结 论 7
致 谢 8
参考文献 9
在全球经济一体化背景下，中小企业面临日益激烈的市场竞争，如何通过差异化竞争战略提升竞争力成为关键问题。本研究以中国制造业中小企业为样本，基于资源基础理论和竞争优势理论，构建了包含产品创新、服务增值、品牌塑造三个维度的差异化竞争战略评价体系。采用问卷调查与案例分析相结合的方法，对126家中小制造企业进行实证研究。研究发现，实施差异化战略的企业在市场占有率、客户忠诚度和利润率方面表现显著优于未实施企业；其中产品创新能力对企业绩效影响最大，其次是服务增值能力。本研究创新性地将定性与定量分析相结合，首次提出适合中国国情的中小企业差异化竞争战略评估模型，为中小企业制定科学合理的竞争策略提供了理论依据和实践指导，丰富了差异化竞争理论在中国情境下的应用研究。
关键词：差异化竞争战略；中小企业；产品创新；服务增值；品牌塑造
Abstract
In the context of global economic integration, small and medium-sized enterprises (SMEs) face increasingly fierce market competition, making it crucial to enhance competitiveness through differentiation strategies. This study focuses on Chinese manufacturing SMEs and, based on resource-based theory and competitive advantage theory, constructs an evaluation system for differentiation strategies encompassing three dimensions: product innovation, service enhancement, and brand building. By employing a combination of questionnaire surveys and case studies, this research conducts empirical analysis on 126 small and medium-sized manufacturing enterprises. The findings reveal that firms implementing differentiation strategies exhibit significantly better performance in market share, customer loyalty, and profit margins compared to those that do not; among these, product innovation capability has the most substantial impact on firm performance, followed by service enhancement capability. Innovatively integrating qualitative and quantitative analyses, this study proposes a differentiation strategy assessment model tailored to China’s national conditions for the first time, providing theoretical foundations and practical guidance for SMEs to formulate scientific and rational competitive strategies. This research also enriches the application of differentiation strategy theories within the Chinese context.
Keywords: Differentiation Competition Strategy；Small And Medium Enterprises；Product Innovation；Service Enhancement；Brand Building
目 录
摘 要 I
Abstract II
引言 1
一、差异化战略的理论基础 1
（一）差异化竞争的定义与内涵 1
（二）中小企业差异化优势分析 2
（三）理论框架与研究假设 2
二、差异化战略的实施路径 2
（一）产品创新与特色打造 3
（二）品牌建设与市场定位 3
（三）客户服务与关系管理 3
三、实施效果的影响因素 4
（一）内部资源与能力评估 4
（二）外部环境与市场反应 4
（三）战略执行与组织保障 5
四、效果评估与改进建议 5
（一）绩效评价指标体系 6
（二）成功案例经验总结 6
（三）面临挑战与对策建议 6
结 论 7
致 谢 8
参考文献 9
