竞争的策略事业层的策略（ppt62）.pptVIP

Major Risks of Cost Leadership Strategy Dramatic technological change could take away your cost advantage Competitors may learn how to imitate value chain Focus on efficiency could cause cost leader to overlook changes in customer preferences * Differentiation Strategy An integrated set of actions designed by a firm to produce or deliver goods or services (at an acceptable cost) that customers perceive as being different in ways that are important to them price for product can exceed what the firm’s target customers are willing to pay nonstandardized products customers value differentiated features more than they value low cost * Differentiation Strategy Value provided by unique features and value characteristics Command premium price溢價 High customer service Superior quality Prestige or exclusivity Rapid innovation * Differentiation Strategy Differentiation actions required by this strategy: developing new systems and processes shaping perceptions through advertising quality focus capability in RD maximize human resource contributions through low turnover and high motivation * How to Obtain a Differentiation Advantage Cost Drivers Value Chain Control if needed Reconfigure to maximize customer perceptions of uniqueness customer reluctance to switch to non-unique product Raise performance of product or service Lower buyers’ costs Create sustainability through: * Factors That Drive Differentiation Unique product features Unique product performance Exceptional services New technologies Quality of inputs Exceptional skill or experience Detailed information * 支援性活動 基本活動 內部後勤 作業 外部後勤 行銷與銷售 服務 採購 技術發展 人力資源管理 企業的基礎建設 邊　際 邊　際 價值創造活動 --差異化策略 經由資訊系統更了解顧客 推行全面品管 創新獎勵辦法 強調非客觀性績效評量 人員訓練 注重基礎研究與產品創新 發展容易取得高品質原料的系統 採購高品質零件 妥善處理進料以維持高品質 迅速反應顧客需求 生產足以吸引顧客的產品 正確與快速處理顧客訂單 迅速送達貨品 安排各種信用交易 與顧客及供應商保持密切關係 訓練顧客正確使用產品 保留完整零件庫存 * Differentiation Strategy and the Five Forces of Competition Rivalry Among Competing Firms Can defend against competition because: brand loyalty to di