第六章节竞争战略经营单位战略(战略管理-南开大学,杨坤)资料.pptVIP

第 六 章 竞争战略/经营单位战略 Competition strategy/Business-level strategy Checklist 主要定价策略 柔道策略三原则 捆绑式经营的好处 买方市场What do customers want? Contemporary measures of performance: Cheaper Better Faster 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 Generic strategies 低成本战略 (overall) cost leadership 差别化战略 differentiation 集聚战略focused cost leadership/differentiation （市场同质性和异质性） Four generic strategies 谁好谁劣？ 谁好谁劣？ None is inherently or universally superior to the ot