The concept of differentiated marketing is gradually accepted and recognized by more entrepreneurs, but how to implement differentiated marketing, whether it should be implemented, under what circumstances, when to implement and so on. With the intensification of the degree of competition in the market, each enterprise is racking their brains, in accordance with their own judgment to choose a variety of marketing methods, some with the tide, some constantly innovate, some push the concept, some smashed ads, some choose channels, some choose the region ...... In short, who want to catch the best opportunities. In this context, the concept of differentiated marketing is gradually more entrepreneurs accepted and recognized, but how to implement differentiated marketing, whether or not to implement, what circumstances to implement, when to implement, etc., these are the key factors that enterprises must seriously consider, and more importantly, it is necessary to truly recognize the essence of differentiated marketing. Enterprises do not necessarily have to implement differentiated marketing Once a regional confectionery enterprises to the author for advice, they feel that in the past two years the confectionery market has changed a lot, foreign-funded enterprises frequently attacked the rise of domestic enterprises, the pressure of competition in the market is increasing. In such a background, they do not want to be a laggard in the market, not to mention being eliminated by the market, so they hope to find a way to develop ideas from the current mass marketing model to find a new positioning point, so as to promote the rapid development of enterprises. As an enterprise dealing with traditional confectionery products, its product structure is relatively ordinary, mainly hard candy, milk candy and chocolate, which belongs to the mass product system, which is really bland in Chinese confectionery enterprises. So, the boss of the enterprise is ready to take a differentiated marketing road - cut into the wedding candy professional market, to create a specialized brand of wedding candy, and the entire enterprise's brand is also unified to adjust to this brand, thus forming a brand, product and trademark trinity of the structure. However, the author has different views on this. From the idea, the enterprise intends to accurate market positioning, in the industry for a specific market to create a specialized brand of candy, from the homogenization of the competitive landscape to stand out, which is a path to rapid growth in the right direction, but if you are ready to choose the brand positioning of this segment of the market comedy candy, the whole enterprise brand into a professional brand of the comedy candy market ideas, there is a huge business risk. First: market risk. Pleasure candy market consumer buying behavior and attitude is very diverse, alternative products are numerous, the market is difficult to control. Second: Competition risk. The leading brands in the candy market and regional candy brands, will bring double pincer attack on the enterprise. Third: opportunity risk. As the market for confectionery is too narrow, it is easy to be attacked, and companies will lose the opportunity to expand in other markets as a result. Fourth: scale risk. Candy market is very decentralized, with geographical and instability, enterprises are difficult to do large-scale, thus affecting the overall profitability. China's confectionery market capacity and development space is huge, the industry brand is very decentralized, the marketing operation system is very sloppy, the overall level of competition is still at a lower level, the enterprise in fact, still has a greater opportunity space. At present, the overall marketing operation mode of candy enterprises is very loose, basically relying on imitation to launch homogenized products, set lower supply prices, provide purchase rebates and year-end rebates and other sales policies, mainly relying on the dealer's network system, through the wholesale distribution system for extensive distribution. This model is essentially price-driven, the control of the market is very weak, for the enterprise, can rely on systematic marketing operations to enhance the core competencies, rather than focusing on a relatively narrow market segment prematurely. Focusing on the candy market at this stage would be tantamount to prematurely confining itself to a limited market space, losing other, larger-capacity markets and the opportunity for rapid growth. The enterprise hopes to expand the strategic thinking of the wedding candies market, and whether the enterprise brand as a professional wedding candies brand is not directly related, but more depends on the enterprise's regional and channel expansion strategy, as long as the consumer market in the wedding candies to set up a perfect regional distribution system, the reasonable design of the regional channel distribution structure, the construction of the core distributor system, and to strengthen the control of the distribution channels at all levels and the control of the retail terminals, can promote the wide distribution of wedding candies products, can be used to promote the development of the market. It is possible to promote the wide distribution coverage of wedding candies. There is no need to adopt a differentiated marketing operation mode at this stage. Therefore, in order to win market opportunities, enterprises do not necessarily need to adopt a differentiated marketing model, the important thing is to accurately judge the current market environment and development stage of the enterprise, and then adopt the most appropriate marketing strategy and mode of operation, which is the best strategy. Metaphysical understanding of differentiated marketing may bring devastating disaster to the enterprise. The essence of differentiated marketing is the differentiation of the marketing mode of operation in the beverage industry, there have been two classic advertisements: one is the "27 layers of purification", the other is Wahaha's "love you are equal to love themselves", the former is rated as rational appeal, the latter is rated as emotional appeal. The former is rated as rational appeal, while the latter is rated as emotional appeal. Based on the outstanding performance of these two advertisements, they have been honored by industry insiders as classic works of differentiated marketing and praised. In fact, these two advertisements of differentiated appeal does not represent the differentiated marketing of Lebao's and Wahaha's, strictly speaking, it can only be said to be part of the differentiated marketing. Marketing is a comprehensive development process, covering market positioning, brand system, product system, channel system, pricing system, promotion system, management system, organizational structure and human resources structure, etc., the real connotation of the differentiated marketing, must be analyzed from the overall perspective, only by virtue of the differentiated advertising claims, can only reflect the market positioning and brand system on the differentiation, and can not reflect the true meaning of the two companies. Reflect the real meaning of differentiation between the two companies. To achieve a truly differentiated marketing, must be the overall mode of operation of the differentiation, that is, each link in the marketing system should be considered comprehensively, rather than only comparing a few links. In the actual process, many enterprises on the understanding of differentiated marketing is relatively narrow, often with different advertising claims that is differentiated marketing, this is the wrong understanding, will affect the enterprise to really build differentiated marketing advantage. The differentiation of market positioning is the strategic core of the implementation of differentiated marketing, which determines the construction of the enterprise's overall marketing system, the whole process of marketing business activities should be carried out around the market positioning. The differentiation of the brand system is the consumer cognitive differentiation, is the market positioning differentiation in the minds of consumers, but also separated from the competing brands of the basic factors, advertising is often the direct embodiment of the brand differences, and its direct impact on the product system. Product system differentiation is a direct manifestation of brand differentiation, according to the differences between different brands, it can determine the corresponding product structure - length and width, and competitors to form a clear distinction, product differentiation is the carrier of brand differentiation. Channel system differentiation is based on the differentiation of the product system and the formation of different product structure will correspond to a different channel structure, the difference is often a direct reflection of product differentiation, because different channels directly correspond to the needs of different consumers, such as industry insiders are fond of Miaoshi yogurt is separated from the bright and Yili's lactic acid drinks, through the separation of super and subscribers to the catering channels And occupy a dominant market. Price system differentiation is a natural product of the product system and channel system differentiation, the current difference between the two to determine the differences in the price system has been naturally formed, the enterprise only need to comply with the target consumers and channels in all segments of the price difference between the space can be. The differentiation of the promotional system is mainly reflected in the dissemination of differentiation, in order to fully demonstrate the enterprise's differentiation in front of the eyes of consumers, must be reflected through the media advertising, promotional activities and POP and other forms of publicity, the first few factors can be appealing to the content. Management system differentiation is implied in the internal differentiation of enterprises, most enterprises in the understanding of differentiated marketing have ignored this piece of content, in essence, the management system of differentiation is crucial to the effective implementation of the overall differentiation of the marketing to ensure that it is the formation of differentiation of the core competencies of the link. The differentiation of organizational structure is to promote the implementation of management system differentiation and the corresponding construction, through the functional differentiation, departmental differentiation, responsibility differentiation, process differentiation and other factors, and competitors to form an essential difference. The differentiation of human resources is also formed based on the differentiation of management system and organizational structure, from the personnel structure, salary structure, performance appraisal structure and other aspects of the formation of differentiation, with the smooth implementation of the overall marketing system, and ultimately the formation of the competitive advantage of talent. In the whole process of marketing business development, through the interlocking differentiation, the final formation of the whole system can be called the real meaning of differentiated marketing, and only this can really build up the core competitiveness of enterprises.