第六章 竞争战略经营单位战略(战略管理-南开大学,杨坤)

第 六 章竞争战略/经营单位战略Competition strategy/Business-level strategy

Checklist51. 主要定价策略

52. 柔道策略三原则53. 捆绑式经营的好处

买方市场What do customers want?

Contemporary measures of performance:

Cheaper Better Faster3

竞争战略：获取+维持竞争优势Concerned with a firm’s industry position relative to those of competitors. Perform activities differently or perform different activities Favorably position your position4

Generic strategies1.

低成本战略 (overall) cost leadership

2.3.

差别化战略 differentiation集聚战略focused cost leadership/differentiation (市场同质性和异质性)

Four generic strategiesCompetitive AdvantageCost UniquenessDifferentiation

Broad targetCompetitive Scope Narrow target Segment(s)

Cost leadership

Focused Cost leadership

Focused Differentiation

谁好谁劣？影响因素 成本领先 差别化 非价格 低或高 强 目标集聚 价格/非价格 低 弱7

顾客评价标准 价格 市场同质性 高 企业实力 强

谁好谁劣？None is inherently or universally superior to the others. Once selected, the strategy should be implemented carefully and consistently.

Be fully committed.8

一、

成本领先战略

成本领先战略A cost leadership strategy is an integrated set of actions designed to produce or deliver goods or services at the low cost, relative to that of competitors, with features that are acceptable to customers.Often selling no-frills, standardized goods or services to the most typical customers.10

成本领先战略目的：足以说服/警告大多数对手，不要采取相 同的战略模式-- Rivals hesitate to compete on the basis of price Compete against Wal-Mart or Carrefour on price basis? More services and convenience: home delivery, telephone ordering, child care...11

成本领先战略程度：在全行业范围内唯一的、明显的成本领 先------ Next-most-efficient industry competitor 范围： It is insufficient to be low only on one or two costs. Overall cost leadership is required—cut every conceivable cost.如果几十家企业的成本水平都低于另外几十家 企业，则往往意味着需要新一轮竞争12

Case: Eltron InternationalBar code label printer manufacturing with gross margin of nearly 50 percent, while lowest priced in the industry Located in a overbuilt business park Facilities are released Furniture is secondhand, purchased from several failed financial institutions13

Case: Eltron InternationalTools are brought from manufactures who are downsizing A narrow range of simple products, only having several side effects, having fewer parts to repair or replace Management team was recruited from a range of fiercely cost-competitive industries14

成本领先的战略收益—应对5种竞争力量

1. 2. 3.

Existing competitors:顾客、资源

Bargaining power of buyers:买方为何不

奢求降价Bargaining power of suppliers: powerful cost leaders may force suppliers to hold down their prices!(规模优势和地位)

成本领先的战略收益—应对5种竞争力量

1.

Potential entrants: long and continuous effort—very efficient—low margin Substitute: retain customer? MP3/CD/cassette tapes

2.