竞争策略讲义（2）.pdf

Horizontal scope Competitive Strategy Zhigang Tao 1 Economies of Scope 范围经济 • source -- joint cost: cost of inputs that do not change with scope of production 范围经济的来源是共同成本: 一种不会随生产种类多少 而变动的要素投入成本。 • Examples 例如 Qwest的IP网络: 声音+数据 有线电视+ 电话 • 战略影响—生产多样化产品或提供多样化服务。 Competitive Strategy Zhigang Tao 2 Core Competence 核心能力 • Technology 科技  applying basic technology , eg, small LCDs, to multiple products 将核心技术,如小型液晶显示机,应用到多种产品中 • marketing -- brand extensions • 营销 品牌延伸  spreading promotional costs over multiple products/businesses, eg, Disney 通过多样化产品/服务分摊促销的成本, 如迪斯尼 Competitive Strategy Zhigang Tao 3 Amazon 1995-2002 • 1995: online bookstore / beginning in 1998, expanding into new product categories and internationally; by early 2001, online superstore: selling 8 categories of products (books, music, video/DVD, consumer electronics, kitchen, home improvements, toys/videogames, software) in over 160 different countries / 1999: auctions and marketplaces (zShops) / 2000: equity links with leading online retailers; alliances with Toy r Us, the role of an application service provider and e- business hosting service provider Competitive Strategy Zhigang Tao 4 Businesses in April 2004 • Apparel accessories; books, music and DVD; electronics office; bargains; health, home garden; kids/baby; gifts and registries; professional supplies; hobbies interests; services Competitive Strategy Zhigang Tao 5 The Walt Disney Company (2001 case) • Film: