基于博弈论中小企业竞争战略研究.docVIP

基于博弈论中小企业竞争战略研究 ——以广州立白企业集团为案例 吴良强（QQ125384529） 摘 要 日化行业与居民生活息息相关，产品覆盖了日常生活的各个领域，行业容量巨大，市场整体需求稳定。我国庞大的人口资源决定了我国的日化行业拥有全球最深广的国内市场，而中国宏观经济的稳定发展与居民收入的持续快速增长，则为日化市场的迅速扩大提供了强有力的驱动力。面对日趋激烈的市场,中小企业如何在竞争中获得生存和发展是我们关注的。广州立白企业集团经过十六年的发展已成为行业内佼佼者。以立白集团为例对竞争战略进行分析，其本身通过定位与行业的比较，选择市场领导者、市场挑战者、市场追随者、补缺竞争战略，立白集团不同的产品线采用不同的市场策略。并根据行业地位选择了适合自身的竞争战略。本文对中小企业竞争战略通过博弈分析进行了探讨。 关键字: 博弈； 竞争战略；对策 Competition Strategy Research Based On The Game Theory Of Small And Medium-sized Enterprise ——Take Guangzhou Liby Enterprise Group For Example Abstract Chemical industry connect people life very much, products cover all areas of daily life, the industry market demand huge capacity overall stability.Chinas huge population resources was decided to have the vast global chemical industry of domestic market,and macroeconomic stability and income of rapid growth result of the rapid expansion of market for cosmetic provides powerful force. Facing the fierce market competition, the small and medium-sized enterprises to gain in the survival and development is our concern. Guangzhou made liby enterprise group after 16 years of development has become the industry leader. To set the liby group for example analysis of competitive strategy, its itself through the comparison with industry and location choice market leader, market, market followers, challenger by-election competition strategy, put liby group of different product adopt different marketing strategy. According to the status of a suitable choice industry competition strategy. Based on small and medium-sized enterprise competition strategy through the game analysis is discussed. Key words: Game； Competitive strategy； Countermeasure 目 录 1 企业竞争战略分析………………………………………………1 1.1 分析产业竞争状态: 五种竞争力量……………………… 1 1.2竞争者分类及其行为特点：四种分类方法及其种类……… 2 1.3企业市场竞争的战略原则…………………………………2 1.4企业的竞争地位及其竞争战略…………………………… 4 2 广州立白企业集团的企业竞争战略………………………… 4 2.1立白洗洁精产品系列的市场领导者的竞争战略……………… 4 2.2立白去渍霸洗衣粉高端市场挑战者的竞争战略……………… 5 2.3立白牙膏市场追随者的竞争战略………………