两种基本竞争战略的范畴研究

南京航空航天大学硕士学位论文两种基本竞争战略的范畴研究姓名：黄新申请学位级别：硕士专业：企业管理指导教师：陈圻20080101i1980iiABSTRACTTheoverallcostleadershipstrategyandthedifferentiationstrategyaretwobasiccompetitivestrategieswhichMichaelPotter,thechiefprofessorofHarvardbusinessschool,advancedin1980.SincethecompetitivestrategywasputforwardbyPotter,scholarsathomeandabroaddiscoverthetheoryallthetimeandachievedrichtheoreticalresults,andithasbeenprovedtobegoodinpracticeresult.Potterishonoredasoneofthemostoutstandingrepresentativeofthemanagementhistory.However,whetherPotterortheresearchersofcompetitivestrategylaterhaven’tdefinedorillustratedonthedefinitionoftheindustrial,whichistheresearchbackgroundofcompetitivestrategy.Consequently,theanalysisbasisofcompetitivestrategyisnotperfect,soitmakessomedifficultiesindefiningtheimplicationsofthetwocompetitivestrategies.Andresearchersathomeandabroadhaven’tdescribedtheclearmeaningofthesetwocompetitivestrategies.Sothatfurtherstudycannotcontinuesmoothly.Thispapertriestoputforwardsometheoryindetailoftheanalysisbaseofcompetitivestrategy,whichisthedefinitionoftheindustry.Byusingthetheoryofcustomerperceivedvalue,weproposethebasicpointandmakeillustrationofthetwocompetitivestrategiesindetail,andtrytoreconstructthestrategicprinciples.Weclassifythesetwostrategies;criticizethestatementof“uniquenessofoverall-costleadershipintheindustry”whichdiscussedbyPotterandelucidatethecompatibilityofthetwostrategiesfromtheangleofrelevantmarketwhichthefirmsarecompetingin.Accordingtostudyingtheseproblemsofcompetitivestrategytheories,wecandefinethecategoryofthetwobasiccompetitivestrategiesclearly.Wehopetoprovidesometheoreticalreferenceforfurtherresearchofcompetitivestrategy,andalsoprovidetheoreticalbasisfordomesticenterprisestoimplythetwostrategiesinabetterway.KeyWords:competitivestrategy,competitiveadvantage,overallcostleadership,differentiation,industrialorganization,11.1•1980··——·[1]1990C.K.PrahaladGaryHamel——21.2[2][3]——31.31.3.141.3.2[4]1.3.320701.4——SubrataChakrabortyTinyPhilip[5]5CharlesW.L.Hill[6][7][8][9][10]1988,··CateghRJones&JohnEBuller1998[11]6C.K.PrahaladGaryHamel1990[12]——Rumelt[13]1.51.671.782.1structure-conduct-performanceparadigmSCPSCP——[14]2070SCP2070SCPSCP[15]92.22.2.1industry[16]10[17]ProductGroups[18]·[19]2.2.2112.2.3MP32.3127SSNIPSmallbutSignificantNot-transitoryIncreaseinPrice5%-10%5%1962BrownShoe138SSNIP[20]142.4[21]12[22]31[22]57[21]N12−−NNN22−N15[21][21]2.5SCP16173.1[23]18Anonymous[24]ScottBudoffVictorKrupinski[25][26][27]J.S.Bain195619,,3.2WoodruffGardial[28]UlagaChacour[29]20Zeithaml[30][31][32][21][21]703521OEM12580300200[21]3.33.3.1223.3.223C.K.PrahaladGaryHamel1990243.3.3253.4123426ChrisMalburg[33]JeanTirole[34][35].55025[36]basicproduct2050LeanProduction1996JamesWomackDanielJonesJames27WomackDanielJones[37]ValueValueStream)Flow)PullPerfectionWomack2829302121,,SA80003.53110Q0P3/0Q3/0P9/*00QP4/0Q2/0P8/*00QP32234[21]533678343.6[21]3.5354.14.1.1differentiation[38]1929[39][40]19511962[41]19661971Dennis.w.&Jeffrey.m.4.1.2[34]36[42][43]4.1.3[44]Bain[45]Bain“”EatonandLipsey[46][47]SuttonSutton[48]37NelsonandWinter[49][18][50]4.1.4[21]384.2394.340[21]/[21][21]4.4[51][52]411[22]965019634215.952[22]3607071.8MT071.8MT31992434[22]96200363“”9PET“”PET25PET2727275442001102120062M6004000M600USB40006[53]4531/50ml4[22]8920904.546206012347KrausPaulJohn[54]48494.6[21][21]50515253[1][M]2006[2][M]1997[3][M]1997[4][M]2002[5]ChakrabortySubrataPhilipTiny.Vendordevelopmentstrategies.InternationalJournalofOperations&ProductionManagement,1996,Vol.16Issue10,p54-66,13p,5diagrams.[6]CharlesW.L.Hill.Differentiationversusordifferentiationandlowcost:Acontingencyframework.AcademyofManagementReview,1988,Vol13,NO3,401-412.[7][J]2006237-8[8][J]2004535-40[9][J]2004237-44[10][M]2001[11]CateghR.Jones,JohnEBuller.Costs,RevenuesandBusiness-Levelstrategy[J].TheAcademyofManagementofReview,Volume13,Issue2.(Apr.1998)202-213.[12]C.K.PrahaladandGaryHamelThecorecompetenceofthecorporation[J]HarvardBusiness,May-June,1990.[13]RichardP.Rumelt.Theory,strategy,andenterprise,inthecompetitivechallenge,ed.D.J.Teece(Cambridge,MA:Ballinger,1987).[14][M]2005[15][M]2004[16]——[J]200311-10[17]Pearce,DavidW.(ed.).TheMITDictionaryofmodernEconomics.TheMITPressCambridge,Massachusettss,p.201.[18][M]2005[19]·[M]2005[20][J]200521244-47[21][J]200723-754[22][M]2007[23][M]1998[24]Anonymous.SupplyChainReliability[J].ChainStoreAge,2004.80(7):61[25]ScottBudoff,VictorKrupinski.Supplychainalliancesofferaddedvalueforthepowerindustry[J].PowerEngineering,2003(11).[26][J]2007138-39[27]J.S.Bain.BarrierstoNewCompetition,HarvardUniversityPress,1956.[28]WoodruffRBandGardialSFKnowyourcustomernewapproachestocustomervalueandsatisfaction[M]CambridgeBlackwell199654-59.[29]WolfgangUlagaandSamirChacourMeasuringcustomer-perceivedvalueinbusinessmarkets[J]JournalofIndustria1MarketingManagement200130(2)525-540.[30]ZeithamlVParasuramanAandBerryLLDeliveringqualityservicebalancingcustomerperceptionsandexpectations[M]NewYorkTheFreePress199030-32.[31][J]199920418-20[32][J]20051100-108[33]ChrisMalburg,Competingoncosts,Increas