波特三大通用战略（Potters three general strategy）.docVIP

波特三大通用战略（Potters three general strategy） First, Potters three general strategy 1 cost leadership Core idea For a long time, in the value chain of the enterprise product cost and keep the leading level in the same industry, and take a series of measures in accordance with this goal, to enable enterprises to gain more than the industry average profit. Low cost logic Economies of scale: high market share, high yield, replacement of equipment, addition of personnel, scale economy The characteristics of low-cost leadership strategy 1. strategic objectives: a wide range of markets 2., the basis of competitive advantage: lower than the total cost of competitors 3. product line: a good basic product with a certain amount of adjustment (acceptable quality and limited choice) 4. product focus: continually study cost reduction methods, but not sacrifice acceptable quality and essential features 5., marketing focus: make full use of the advantages of other than product features, so that cost reduction 6. strategic continuity: economic price / good product; the whole strategic component of a destination that constitutes a constant cost advantage - the key is to reduce the cost of the business year after year, in every field of business Characteristics of low cost providers 1. strong cost conscious corporate culture 2. total participation in cost control 3. continue to pursue and surpass the benchmark cost 4. study budget requirements carefully 5. develop a plan for continuous improvement of cost status Prerequisites for implementation 1., the price competition is fierce 2. the product is standardized or readily available from multiple suppliers 3., there are not many ways to realize differentiation 4. most customers use the product in the same way 5. customer switching costs are low 6, a large number of customers, with great bargaining power Looking for and controlling cost drivers (Potter point of view) 1. scale 2. study 3. utilization of capacity, example: process change 4., t