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宁夏有着丰富的伊斯兰文化底蕴,清真产品有着地区品牌的区位优势和广阔的市场空间,清真产品已成为宁夏的特色优势产业,发掘具有浓郁“回乡风情”的自身优势,走特色发展之路,对于激发宁夏经济的活力有着重要意义。但随着经济的发展,清真产品产业正面临着日益激烈的市场竞争,其自身的弱点也随之凸现出来:企业缺乏先进的市场营销理论作指导,不重视市场战略的选择和营销技术的应用,在市场竞争中无法构筑竞争优势。本文通过对宁夏清真产品发展优劣势的分析,认为宁夏清真产品只有实行差异化战略才能获得竞争优势,最终实现资源优势、人文品牌优势向经济优势的转换。
Ningxia has rich Islamic cultural heritage. Halal products have regional advantages and vast market space. Halal products have become Ningxia’s distinctive and advantageous industries, and have their own advantages of “returning hometown style” and their own characteristics. Road, to stimulate the vitality of Ningxia economy is of great significance. However, with economic development, the halal product industry is facing increasingly fierce market competition, its own weaknesses also will emerge: the lack of advanced marketing theory as a guide, do not pay attention to the choice of market strategy and marketing technology applications , In the market competition can not build a competitive advantage. Based on the analysis of advantages and disadvantages of halal products in Ningxia, this paper holds that halal products in Ningxia can gain competitive advantages only through the implementation of differentiation strategies, and ultimately realize the conversion of resources superiority and humaneness brand advantages to economic advantages.