第六章 竞争战略／经营单位战略.pdf

第第 六六 章章 第第 六六 章章 竞争战略/经营单位战略 Competition strategy/Business-level strategy 1 Checklist 51. 主要定价策略主要定价策略 主要定价策略主要定价策略 52. 柔道策略三原则柔道策略三原则 柔道策略三原则柔道策略三原则 53. 捆绑式经营的好处捆绑式经营的好处 捆绑式经营的好处捆绑式经营的好处 2 买方市场买方市场 买方市场买方市场 What do customers want? Contemporary measures of performance: Cheaper Better Faster 3 竞争战略：获取+维持竞争优势 Concerned with a firm’s industry position relative to those of competitors. Perform activities differently or perform different activities Favorably position your position 4 Generic strategies 1. 低成本战略 (overall) cost leadership 2. 差别化战略 differentiation 3. 集聚战略focused cost leadership/differentiation （市场同质性和异质性） 5 Four generic strategies Competitive Advantage Cost Uniqueness Broad Cost Differentiation target leadership Competitive Scope Focused Cost Focused Narrow Differentiati