Exploration of the Difficulties in Formulating and Implementing Differentiated Marketing Strategies for Small and Medium-sized Enterprises (SMEs)

Abstract

In an increasingly competitive market environment, a differentiated marketing strategy has become a crucial path for Small and Medium-sized Enterprises (SMEs) to gain a competitive advantage and achieve sustainable development. Due to constraints in resources, talent, and brand influence, SMEs face numerous challenges and difficulties in formulating and implementing their differentiation strategies. This paper first elaborates on the necessity and theoretical foundations for SMEs to pursue differentiation. It then deeply analyzes key issues encountered during the strategy formulation phase, such as inaccurate market positioning, difficulty in selecting differentiation points, and resource constraints. Subsequently, it explores critical difficulties faced during the strategy implementation phase, including insufficient execution capability, poor innovation sustainability, organizational coordination challenges, and weak risk control. Finally, the paper proposes a series of countermeasures and suggestions, including strengthening core competencies, focusing on technological and model innovation, building a flexible organizational structure, and leveraging digital technology to enhance efficiency. The aim is to provide theoretical reference and practical guidance for SMEs to more effectively formulate and implement differentiated marketing strategies, helping them stand out in niche markets.