一般竞争战略（General competition strategy）.docVIP

一般竞争战略（General competition strategy） The fourth chapter, general competition strategy Second section general competition strategy First, cost leadership strategy (cost leadership strategy) (1) concepts: Refers to the companys efforts to discover and tap existing resource advantages, with particular emphasis on production Scale and sell a standardized product that maintains overall cost within the industry The competitive strategy of setting up the position and pricing the products at the lowest price of the industry. The basic logic of the L cost leadership strategy is to produce a large number of standardized products that meet the basic needs and win the market by reducing costs. Cost leadership is a strategy that relies heavily on pre emptive strategies. (two) advantages: 1, higher than the industry average profits; 2, can effectively resist the resistance from competitors; 3, can withstand the powerful buyer; 4, set obstacles to potential entrants; 5, effectively cope with competition from substitutes. (three) risk: 1, investment failure; 2, produce blindness; 3, too specific; 4, personnel incentives and departmental cooperation constraints; 5, emphasize that the enterprise is the cost leader; Centralized functional structure Two, differentiation strategy (production differentiation strategy) (1) concepts: Refers to the products and services provided to customers within the industry, which can bring additional markup to the product. The basic logic of L is to create a differentiation advantage by creating customer value. That is, the core of product differentiation is to create customers need value. (two) advantages: 1, forming brand loyalty 2, bring a higher premium to enterprise products 3, to weaken the bargaining power of customers 4, superior position than the opponent (three) risk: 1, enterprises can not correctly determine the real needs of customers. Whether customers appreciate differentiation depends on a variety of factors: (1) the degree of differenc