BUSINESS STRATEGY企业战略管理英文版 （上海财经大学 董静）--BUSINESS STRATEGY 7.pptVIP

Session 7Competitive Strategies Generic strategies of Porter Cost Leadership Get competitive advantage by providing products and services with low cost Price and profit of a low-cost company (figure) Context 用户对价格十分敏感（普遍敏感/情景型敏感收入下降时） 实现产品差别化的途径很少 购买者不在意品牌间的差别 存在大量讨价还价的购买者(中国式菜场) The way to achieve low cost Scale effect Limited by the nature of the business, products, market, and the management Learning curve（experience curve） 经验曲线效应来源：熟练，专业化，默会知识显性化（吹灯泡），创新（了解越深，越有创新可能，本田宗一郎），标准化 学习曲线的共性 企业间的学习效果差异（吃一堑长一智，与反复跌跟头） The design of the products and process Take full advantage of the capacity(多流水线与智能流水线） The site of the business（企业集群,张江） The time of entering：先进入者与后进入者 Relation with the value chain：供应链上的合作 Effect of synergy（跨业务）：多元化vs.一体化 Disadvantages of cost leadership The disaster of price wars（中国电视行业，空白－崛起－价格竞争－低效益） Market suitability of low cost（派克，中国丝绸） Ignore the more profitable competitive strategies Lack of innovation（TV） Destroy the industrial cooperation and the profitability of the whole industry家乐福和炒货商） Conflicts among cost objectives材料、部件的适用性与采购成本） Conflict between cost and value（招标与最低报价） Cost leadership and the profit (the adjustment of GE’s No1, No2 strategy, from revenue to profit） Cost leadership, the efficiency of corporate operation, the competition among different governance structure Differentiation Strategy Provide extra value for customers by differentiation Sources of differentiations category：服务水平、产品性能、工艺设计、等 relativity（与众不同，星巴克，一家不知名的餐馆） Different products and different customers（北京的汽车改装市场） Valuable differentiation Could be recognized by customers Hard to copy（本田的发动机） Reasonable premium Disadvantages of differentiation strategy Can not get appreciated by the market Too high price/premium Disharmony of the value chain Copied by others Breakthrough of tech and the invalidation of diff. Innovation and diff.（软盘的发展悖论） Niche strategy Concentrated in one or several market segments（劳斯莱斯） Provide value for certain customers Closely cooperate with cus