Differentiation competition route is a common topic in hardware industry, due to hardware industry threshold is relatively lower, and inland hardware industry products from appearance to performance are similar, the industry homogenization problem is serious, then fierce price war from hardware industries, to make many hardware products into a “small profit” embarrassment.

Facing the problem of homogeneity competition, many hardware enterprises are realized that it is necessary to take differentiation competition route. However, difference competition is not easy, on one hand, the point of doing differentiation competition has so many, and take the differentiation routes, enterprise required resources and investment are also having difference. On the other hand, some methods about getting rid of homogenization competition, after many hardware corporate are rush into ahead, the effect also makes a discount, such as brand strategy, in a case of many hardware corporate master knowledge is not enough in brand marketing system, and blind to packing and hype their own brand, the seriously lack of brand value foundation to support, the result is many hardware products still have no much difference, but except brand name, trademark and advertising slogan are differences.

How to according to own characteristics and find a difference route, which is suit for corporate development, also need to deliberate and analysis. For general hardware corporations, doing all products to perfect is not easy. But if the enterprise in order to meet the need of target consumers, doing the perfection in some aspects, so as to form the core competitive power to support the development of enterprise.

The corporate need according to own actual circumstances to make the market positioning, through the products, corporate, competition position, target consumers to precise comprehensive positioning, to make the strictly distinguish between themselves and other competitive enterprise, and make the consumer obviously feel it difference, and then take a position in the mind of consumers.

Some of more strength enterprise can through independent research and development, in the technical level to expand market and strive to be in the lead, this kind of differential product has quite competitive strength, but in the hardware industry, only real research ability and the core technical corporate can make the differentiation of product essence layer. At the same time, only the leading technology and fill blank market are not enough, to maintain the certain advantages in competitive markets are need combine research achievement with the feeling of using products, and provide the products can be suit for consumers demand.

Differentiation route is also must do sufficient superficial, in most of similar products, how to appeal to consumers in the first time and make deep impression to consumers, at the meanwhile corporate need make the effort to package, style, color and other aspects in hardware products.

Except the products can do differentiation, but for the hardware enterprise, the most differentiation competition major in service. Good service is not only help to improve corporate image and credibility, and also it is important for improving brand value; these services are needed to carry out on the basis of its resources in hardware industry, and gradually establish a service system..