差別化戦略とは、マイケル・E・ポーターが提唱した競争戦略の概念の一つ。
製品、サービス、価格、流通チャネルの差別化により、競合他社と自社の相違を顧客に認知させることで、競争優位性を確立する戦略のことを指す。
差別化戦略では、自社の持つ差別的要素が顧客側に付加価値として認知されることが重要となる。
一方、差別的要素を突き詰めた結果、一部の熱狂的なファンの支持は得られたが、大衆の支持を得られないというリスクも存在する。
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