創(chuàng)造競(jìng)爭(zhēng)優(yōu)勢(shì)(ppt16)-經(jīng)營(yíng)管理(文件)
【正文】 regional or local firms ? Full frontal vs. indirect attacks ? 選項(xiàng)一：挑戰(zhàn)市場(chǎng)領(lǐng)導(dǎo)者 ? 高風(fēng)險(xiǎn)但是高收益 ? 成功的關(guān)鍵是超越領(lǐng)導(dǎo)者的足夠的競(jìng)爭(zhēng)優(yōu)勢(shì) ? 選項(xiàng)二：挑戰(zhàn)同等規(guī)模的、更小的或地方公司 ? 前沿與間接襲擊 18 14 Market Follower 市場(chǎng)追隨者 ? Follow the market leader ? Focus is on improving profit instead of market share ? Many advantages: ? Learn from the market leader’s experience ? Copy or improve on the leader’s offerings ? Strong profitability ? 追隨市場(chǎng)領(lǐng)導(dǎo)者 ? 致力于增加利潤(rùn)，而不是增加市場(chǎng)份額 ? 許多好處： ?從市場(chǎng)領(lǐng)導(dǎo)者的經(jīng)驗(yàn)中學(xué)習(xí) ?復(fù)制或改進(jìn)領(lǐng)導(dǎo)者的產(chǎn)品 ?獲利性強(qiáng) 18 15 Market Nicher 市場(chǎng)補(bǔ)缺者 ? Serving market niches means targeting subsegments ? Good strategy for small firms with limited resources ? Offers high margins ? Specialization is key ? By market, customer, product, or marketing mix lines ? 服務(wù)于補(bǔ)缺市場(chǎng)意味著定位于子細(xì)分市場(chǎng) ? 對(duì)資源稀缺的小公司的良好策略 ? 提供高利潤(rùn) ? 關(guān)鍵在于專門化 ? 依據(jù)市場(chǎng)、顧客、產(chǎn)品或營(yíng)銷組合線 18 16 Balancing Customer and Competitor Orientations 平衡顧客導(dǎo)向和競(jìng)爭(zhēng)者導(dǎo)向 ? Companies can bee so petitor centered that they lose their customer focus. ? Types of panies: ? Competitorcentered panies ? Customercentered panies ? Marketcentered panies ? 公司可能過(guò)于關(guān)注競(jìng)爭(zhēng)者，以致于忽視消費(fèi)者。 18 4 Definition 定義 ? Competitive Analysis ? The pro
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