战略管理-多元战略的辨析 v1.0.pptVIP

* 企业多元化战略的辩析 学生：崔一营 （韩国留学生） 学号：1101202184 日期：2011-01-20 页数： 科目：战略管理 教授：徐飞 * 一、企业多文化的定义 新市场和新产品 [1) The Ansoff Product-Market Growth Matrix] 企业多文化战略就是在新市场和新产品一起。由于都是对企业要开拓，风险四个战略当中最大。例如开拓中，那企业需要新一些功能，技术， 设施。 1) Ansoff Product-Market Growth Matrix It is a marketing tool created by Igor Ansoff. The matrix allows marketers to consider ways to grow the business via existing and/or new products, in existing and/or new markets – there are four possible product/market combinations. Then, why taking the highest risk? to increase profitability through greater sales volume obtained from new products and new markets by keeping SCA (Sustainable Competitive Advantage) among others, 还有在新市场新产品没有竞争对手，竞争不跟别的战略一样激烈。 S=f(E,R,V) E 可做 R 能做 V 想做 S 该做 * 二、企业多文化的方法 企业多文化战略就是有三个，例如，集中多文化，横向多文化，混合式多文化。 1) SCA – It is Sustainable Competitive Advantage. A firm possesses a Sustainable Competitive Advantage (SCA) when it has value-creating processes and positions that cannot be duplicated or imitated by other firms that lead to the production of above normal rents. An SCA is different from a competitive advantage (CA) in that it provides a long-term advantage that is not easily replicated. 那，哪一个对我企业最合适，怎么选泽? 企业要通过有些检查和测试过程。例如… 1. The attractiveness test -. The industry that has been chosen has to be either attractive or capable of being made attractive. 2. The cost-of-entry test -. The cost of entry must not capitalize all future profits. 3. The better-off test The new unit must either gain competitive advantage from its link with the corporation or vice versa. 1) SCA Market penetration Product Development Market Development Diversification Concentric Horizontal Conglomerate Profit * 三、企业多文化的优势 Defensive Offensive Spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth Conquering new positions, taking opportunities that promise greater profitability than expansion opp