一企业战略定位(管理经济学长江商学院,陶志刚)资料.ppt

管理经济学 陶志刚 企业战略定位 Average industry performance 行业平均盈利状况 Strategic positioning by individual firms 业内企业的不同定位 Average Economic Profits of U.S. Industry Groups, 1978-19961978至1996年美国各行业平均经济利润率 Average Economic Profits of Individual Firms in the Steel Industry, 1978 –1996 1978至1996年美国钢铁行业中各企业的平均利润率 Average Economic Profits of Individual Firms in the Drug Industry, 1978 -19961978至1996年美国制药行业中各企业的平均利润率 Chinese Fireworks Industry中国烟花行业 Basic features of the industry行业基本情况 Types: display fireworks and consumer fireworks / 80% to 20% in 1999 主要产品为烟花(80%)和鞭炮(20%) Main ingredients by weight: 75% potassium nitrate, 15% charcoal, and 10% sulfur 主要原料为： 75％硝酸钾； 15％木炭； 10％硫磺 Low tech, labor-intensive 低技术含量、劳动密集型 Low initial investment: RMB one million for display fireworks, and less than RMB 100,000 for consumer firecrackers and fireworks 初始投资低 Liuyang, Hunan 湖南浏阳 Clusters: Liu Yang, LiLing (Hunan), Pingxiang, Wanzai (Jiangxi), Dongguan (Guangdong) 生产地区集聚化 Up to 400,000 people in Liuyang working in the industry (1/3 of the population involved) 40万或者说三分之一人口从事烟花业 500 manufacturers, with only one state-owned (more than 1,000 workers), a dozen medium or large ones (100-500 workers) / only 4 or 5 open all year round 500多家工厂，其中最大的为国营，另外有十几家大中型厂家，只有四、五家为全年营运 LiuYang contributes to 60% of China’s exports 中国烟花出口的六成来自浏阳 Safety issues 安全问题 Production stage 生产过程 Consumption Stage 消费过程 Domestic market 中国的烟花市场 Economic growth 经济增长 Government purchase 政府采购 Pollution/safety issues 污染及安全问题 Competition from producers in other provinces 来自其他地区的竞争 Export market 出口市场 China has 80-90% of the world’s fireworks market 中国占全球烟花市场的八至九成 Rich in variety, but low in price, due to poor quality control and packaging 种类多，但因质量差、包装粗糙而价格低 Part of the vertical chain 成为垂直生产链的一环 Questions 投资决定 Would you invest in a Liuyang fireworks factory? 是否与浏阳烟花公司合资经营？ How attractive is the Chinese fireworks industry? 中国烟花行业的平均利润情况如何？ The “Five Forces” Framework for Industry Analysis  “五种竞争力量”的行