摘要
本文认为,企业的竞争优势通常来源于成本优势、差别化优势、集中一点优势、关联与整合优势、技术优势等。成本优势主要源于规模经济、生产能力利用模式及学习模式,其持久性在于竞争者难以复制或模仿;差别化优势的持久性在于企业拥有的核心技能(如技术领先、组织机构优势、质量优势、销售领先等)的可否替代性及其程度,不可替代的核心技能才不容易被复制,多样的差别化优势才更持久;集中一点优势主要来源于成本集中和差别集中,其持久性在于目标市场足够大,可以赢利,具有很好的成长潜力,公司拥有有效服务目标市场的资源和能力及借此建立起来的商誉;关联与整合优势在企业之间形成一种链式结构,有利于减少成本,扩大市场份额,形成规模经济,提高抗风险能力;技术优势的持久性取决于技术模仿的难度、技术持续开发和创新能力、技术专利等。同时,竞争战略的持续性和稳定性、部分战略的随机调整能力、竞争战略向竞争优势的转化能力等,也对企业竞争优势的持久性产生影响。
The author maintains that the competition strategy is the the enterprises' positive action to maintain their competitive advantage.The enterprises' competitive advantages usually come from the cost, differentiation, technology,association and integration.The cost advantage comes from the scale economy, the production use pattern and learning.The durability of differentiation advantage is determined by the substitution of the enterprises' core skills.The association and integration advantage means that there is a chain structure formed among the enterprises,it will help them reduce the cost,enlarge the market share, create scale economy,and improve their ability to prevent risk.The durability of technology advantage is determined by the difficulty levels of technology imitation,the ability of technology development and innovation,and technology rights.At the same time,the durability of enterprises' competition advantage will also be influenced by the durability and stability of competition strategy,the ability of random adjustment among some strategies,and the ability to transform from competition strategy to competitive advantage.
出处
《中国流通经济》
CSSCI
北大核心
2005年第5期39-41,共3页
China Business and Market
关键词
竞争优势
持久性
竞争战略
competitive advantage
durability
competition strategy
