戰(zhàn)略管理和戰(zhàn)略競爭力講義-wenkub
2023-03-11 12:41:19 本頁面
【正文】 bus?s more efficient A380 ? 2023年重新奪回霸權(quán) : 波音 787超大型飛機 vs. 空中客車的 A380飛機 ? Changed strategy and design 改變戰(zhàn)略和設(shè)計 ? Different production process 不同的生產(chǎn)過程 ? Smaller plane (787 Dreamliner) 更小的飛機 (787 夢想系列 ) Case study: Nature of Competition: Boeing vs. Airbus 案例分析 競爭力的特性 : 波音與空中客車 ? Airbus 空中客車 ? EU Government owned and subsidized 歐洲政府擁有所有權(quán)并為其提供補貼 ? Won petitor battle with Boeing between 2023 2023 20232023年贏得與波音公司的競爭 ? Responded to customer demands with more efficient A380 aircraft 用更具效率的 A380飛機來滿足顧客的需求 6 1. Nature of Competition: Basic concepts 競爭力的特性 : 基本概念 ? Strategic Competitiveness 戰(zhàn)略競爭力 ? Achieved when a firm formulate implements a valuecreating strategy ? 當一個公司成功地制定和執(zhí)行價值創(chuàng)造的戰(zhàn)略時獲得 ? Strategy 戰(zhàn)略 ? Integrated and coordinated set of mitments and actions designed to exploit core petencies and gain a petitive advantage ? 設(shè)計用來開發(fā)核心競爭力、獲取競爭優(yōu)勢的一系列綜和的、協(xié)調(diào)的約定和行動 1. Nature of Competition: Basic concepts 競爭力的特性 : 基本概念 ? Competitive Advantage (CA) 競爭優(yōu)勢 (CA) ? Implemented strategy that petitors are unable to duplicate or find too costly to imitate ? 實施的戰(zhàn)略競爭對手不能復制或因成本太高而無法模仿 ? Above Average Returns 超額利潤 ? Returns in excess of what investor expects in parison to other investments with similar risk ? 一項投資的利潤超過投資者預期能從其他相同風險的投資項目獲得的利潤 8 1. Nature of Competition: Basic concepts 競爭力的特性 : 基本概念 ? Risk 風險 ? Investor?s uncertainty about economic gains/losses resulting from a particular investment ? 一項特定投資的盈虧的不確定性 ? Average Returns平均利潤 ? Returns equal to what investor expects in parison to other investments with similar risk ? 一項投資的盈利水平與投資者預期從其他形同風險的項目獲得的利潤相同的情況下產(chǎn)生的利潤 ? Strategic Management Process (SMP)戰(zhàn)略管理過程 (SMP) ? Full set of mitments, decisions and actions required for a firm to achieve strategic petitiveness and earn above average returns ? 一家公司想要獲取競爭力和超額利潤而采用的一整套約定、決策和行動 9 2. The Strategic Management Process 10 2. 戰(zhàn)略管理過程 11 3. 21st Century Competitive Landscape 21世紀競爭格局 Introduction: The Competitive Landscape (CL) 概述 : 競爭格局 (CL) Pace of change is rapid 變化速度快 Partnerships created by mergers acquisitions (MAs) 通過合并和購買形成合作關(guān)系 (MAs) Other CL characteristics: Economies of scale, advertising budgets not as effective as before, change in managerial mindset from “traditional” to more flexible and innovative 競爭格局的其他特點 : 經(jīng)濟規(guī)模 , 廣告語段已經(jīng)不想以前那么有效 , 管理思維模式從“傳統(tǒng)”向更加柔性和創(chuàng)新性轉(zhuǎn)變 12 21st Century Competitive Landscape 21世紀競爭格局 Hyperpetition – extremely intense rivalry among peting firms, characterized by 超級競爭 – 競爭公司之間的異常激烈的較量 , 特征包括： ? Escalating increasingly aggressive petitive moves 不
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