4竞争战略

第四章竞争战略StrategicManagement吕萍博士副教授中国科学院大学管理学院Email:[e-mail]生态位:（niche)每种生物对资源（食物种类、食物大小等）以及环境变量（温度、湿度等）的选择范围所构成的集合。BA第一种资源第二种资源生态位重叠与竞争第一种资源第二种资源生态位分离竞争因何而起：大自然的启示资源梯度市场占有率企业A企业B企业A企业A企业B企业B资源梯度资源梯度市场占有率市场占有率竞争因何而起：生态位分离与错位经营KeyThemes动态竞争竞争战略与产业环境竞争战略的类型竞争战略的性质竞争战略的概念企业在特定的产品市场通过利用核心竞争力获取竞争优势的一整套整合的和相互协调的承诺和行动。竞争战略关心的问题谁是企业的顾客？（Who）市场细分企业要满足目标顾客的什么需求？（What）为顾客提供什么产品或服务如何满足这些需求？（How）如何生产或创造这些产品或服务如何把这些产品或服务销售到市场上谁是企业的顾客？消费品市场工业品市场人口统计因素（年龄、收入、性别）社会经济因素（社会阶层、家庭生命周期）地理因素（文化、地域或国家差异）心理因素（生活方式、个性特征）消费模式（高、中、低用量消费者）感觉因素（利益细分、感觉定位）终端用户细分（根据SIC编码）产品细分（根据技术差异或产品经济性）地理细分（根据国家或地区界限）共同购买要素细分（融合产品细分与地理细分）顾客规模细分市场细分：把具有相似需求的人群集中起来，形成独立的可识别的顾客群的过程。竞争战略的类型BreadthofCompetitiveScopeBroadTargetMarketNarrowTargetMarketFocusedDifferentiationCostLeadershipDifferen-tiationFocusedCostLeadershipSourceofCompetitiveAdvantageCostUniquenessJohnsonandScholes的业务层战略模型高低低高价值价格12345678只提供必要的价值或服务低价格混合型差异化集中差异化最终导致失败的战略竞争定位和价值创造边界效率品质可靠性客户响应卓越品质创新差异化高成本/高定价成本领先低成本/低价格KeyThemes动态竞争竞争战略与产业环境竞争战略的类型竞争战略的性质成本领先战略以顾客可接受的质量以及与竞争对手相比更低的成本生产并向顾客交付产品或服务的一整套承诺和行动。Low-costleadershipmeanslowOVERALLcosts,notjustlowmanufacturingorproductioncosts!标准化产品或服务；顾客可接受的产品质量；相对于竞争对手的低成本，而非绝对的低成本。成本优势的来源l规模经济：专业化分工l学习曲线l生产能力利用：l固定成本和可变成本的比率l能力利用方式•季节性的，循环的l产品设计l节约原材料l共同平台l订单处理和分销l硬性技术：l机械化l自动化l准确性l软性技术l管理方法l组织文化l获得低成本的生产要素：l原材料l劳动力成本领先和五力竞争模型成本领先和进入者威胁：新进入者必须以很大规模进入才能够获得成本优势；新进入者要花时间才能使学习曲线降低。成本领先和现有竞争的威胁：竞争者避免与成本领先者发生价格战，从而提高整个行业的利润。成本领先和替代品的威胁：最先投资产生替代品购买潜在替代品开发的专利以低价格维持价值地位成本领先和五力竞争模型成本领先和供应商的威胁：由于低成本，可以消化供应成本的上升；大宗采购减少了供应商讨价还价的机会。成本领先和买方的威胁：买方如果迫使企业降价太多，则会将企业的竞争对手挤出市场，从而使买方讨价还价能力丧失。与成本领先战略相关的价值增值活动SupportActivitiesTechnologicalDevelopmentHumanResourceManagementFirmInfrastructureProcurementInboundLogisticsOperationsOutboundLogisticsMarketing&SalesServiceCostEffectiveMISSystemsRelativelyFewManagementLayerstoReduceOverheadSimplifiedPlanningPracticestoReducePlanningCostsConsistentPol.toReduceTurnoverCostsEffectiveTrainingProgramstoImproveWorkerEfficiencyandEffectivenessHighlyEfficientSystemstoLinkSuppliers’Prod-uctswiththeFirm’sProduc-tionProcessesTimingofAssetPurchasesEfficientPlantScaletoMinim-izeManufactur-ingCostsSelectionofLowCostTransportCarriersDeliverySchedulethatReducesCostsNationalScaleAdvertisingProductsPricedtoGenerateSalesVolumeSmall,HighlyTrainedSalesForceEffectiveProductInstallationstoReduceFrequencyandSeverityofRecallsEasy-to-UseManufacturingTechnologiesInvestmentsinTechnologyinordertoReduceCostsAssociatedwithManufacturingProcessesSystemsandProcedurestofindtheLowestCostProductstoPurchaseRawMaterialsFrequentEvaluationProcessestoMonitorSuppliers’PerformancesLocatedinCloseProximitywithSuppliersPolicyChoiceofPlantTech.OrganizationalLearningEfficientOrderSizesInterrelationshipswithSisterUnits辅助业务ProcurementInboundLogisticsOperations物流的输入物流的输入高效的系统，使供应商的产品和企业的生产过程相连接主要业务与成本领先战略相关的价值增值活动SupportActivitiesTechnologicalDevelopmentHumanResourceManagementInboundLogisticsCostEffectiveMISSystemsConsistentPoliciestoReduceTurnoverCostsHighlyEfficientSystemstoLinkSuppliers’Prod-uctswiththeFirm’sProduc-tionProcessesEffectiveProductInstallationstoReduceFrequencyandSeverityofRecallsEasy-to-UseManufacturingTechnologiesSystemsandProcedurestofindtheLowestCostProductstoPurchaseRawMaterialsLocatedinCloseProximitywithSuppliers辅助业务ProcurementInboundLogisticsOperationsOutboundLogisticsServiceRelativelyFewManagementLayerstoReduceOverheadSimplifiedPlanningPracticestoReducePlanningCostsEffectiveTrainingProgramstoImproveWorkerEfficiencyandEffectivenessTimingofAssetPurchasesEfficientPlantScaletoMinimizeManufacturingCostsSelectionofLowCostTransportCarriersDeliverySchedulethatReducesCostsNationalScaleAdvertisingProductsPricedtoGenerateSalesVolumeSmall,HighlyTrainedSalesForceInvestmentsinTechnologyinordertoReduceCostsAssociatedwithManufacturingProcessesFrequentEvaluationProcessestoMonitorSuppliers’PerformancesPolicyChoiceofPlantTechnologyOrganizationalLearningEfficientOrderSizes运营运营利用规模经济降低生产成本建立与生产规模相适应的最有效的生产设备主要业务与成本领先战略相关的价值增值活动SupportActivitiesTechnologicalDevelopmentHumanResourceManagementFirmInfrastructureProcurementInboundLogisticsOperationsOutboundLogisticsMarketing&SalesServiceCostEffectiveMISSystemsRelativelyFewManagementLayerstoReduceOverheadSimplifiedPlanningPracticestoReducePlanningCostsConsistentPoliciestoReduceTurnoverCostsEffectiveTrainingProgramstoImproveWorkerEfficiencyandEffectivenessHighlyEfficientSystemstoLinkSuppliers’Prod-uctswiththeFirm’sProduc-tionProcessesTimingofAssetPurchasesEfficientPlantScaletoMinim-izeManufactur-ingCostsSelectionofLowCostTransportCarriersDeliverySchedulethatReducesCostsNationalScaleAdvertisingProductsPricedtoGenerateSalesVolumeSmall,HighlyTrainedSalesForceEffectiveProductInstallationstoReduceFrequencyandSeverityofRecallsEasy-to-UseManufacturingTechnologiesInvestmentsinTechnologyinordertoReduceCostsAssociatedwithManufacturingProcessesSystemsandProcedurestofindtheLowestCostProductstoPurchaseRawMaterialsFrequentEvaluationProcessestoMonitorSuppliers’PerformancesLocatedinCloseProximitywithSuppliersPolicyChoice