资源竞争优势.pptVIP

竞争优势：以资源与组织能力（活动）为基础，以制度认同为约束，通过提供用户认为是物有所值的产品或服务，比竞争对手更好地创造用户所需的价值来实现。 问题：什么因素滋养客户的忠诚？ * * 总体要求 竞争优势的来源在于企业自身独特的、能为顾客创造 价值的资源和能力，而且能较竞争对手更快、更好地 满足顾客的价值需要。从这一基本思路出发，探讨如 何分析企业自身独特的资源和能力；如何运用价值创 新理念和工具创造独特价值地位。 具体目标 竞争优势涵义 资源能力培育 顾客价值实现 价值创新导向 竞争优势源泉：战略性资产——知识和独特资源 竞争优势约束：制度和社会认同；使命、理念、 社会责任的兼顾； 竞争优势根本：用户导向的价值创新和能力激活 Resources/knowledge, capabilities and their relations Analyzing strategic capability 稀缺性/不可流动性 不可模仿性 缄默性/潜移默化性 顾客价值性 延展性/渗透性 无法学：稀缺与专用资源及能力（不可流动： 无形、环境、组合） 学不全：不可言传的经验、知识和技能、不 可模仿的活动能力 不敢学：战略性恐吓和威胁 不愿学：先发优势、情理相告、思维惰性 难替代：品牌优势、技术优势、成本领先 Philosophy of knowledge management A process of knowledge flow to support cash and material flow Efficiency and effectiveness of information flow Input-- knowledge activities -- output Knowledge Distinctive Resources Structure of knowledge management Knowledge management circle Knowledge management platform Support systems:hardware and software To deliver the most suitable knowledge to the most suitable person in the most suitable time and space Human resource capital Structured Capital Knowledge Management Circle (KMC) Knowledge discovery Knowledge accumulation Knowledge Maintenance Knowledge Application Knowledge creation Knowledge learning Knowledge inventory Knowledge sharing network Incentive system Organ. structure Organ. culture Organizational support system Database dig Database inventory Intranet Technical support system Hardware platform ---- Technical support system ---- Appliance for knowledge gaining ---- Desktop of knowledge management Organization platform ---- Organizational incentive system and structure ---- Institutional context and culture Knowledge network ---- visible and invisible sharing networks Knowledge inventory ---- tacit knowledge inventory: HRM ---- Articulate knowledge inventory: Database, etc Service platform Socialization (sympathized knowledge) Externali