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【正文】 ibutions is favorable to control the market, strengthen the customer?s sensitivity to the change in demand, enhance the applicability and petitiveness of the products. Forward integration strategy can be mainly applied to the conditions as follows: ① 企業(yè)現(xiàn)有銷售商的銷售成本較高或者可靠性較差而難以滿足企業(yè)的銷售需要； High marketing cost or unreliability of the existing sellers is difficult to satisfy the needs of the enterprise. ② 企業(yè)所在產(chǎn)業(yè)的增長(zhǎng)潛力較大； High potential growth within the industry ③ 企業(yè)具備前向一體化所需的資金、人力資源等； The pany has the funds and human resources available for forward integration strategy. ④ 銷售環(huán)節(jié)的利潤(rùn)率較高。 Profit margin is high in the sales link. 后向一體化戰(zhàn)略是指獲得供應(yīng)商的所有權(quán)或加強(qiáng)對(duì)其控制權(quán)。后向一體化有利于 企業(yè)有效控制關(guān)鍵原材料等投入的成本、質(zhì)量及供應(yīng)可靠性，確保企業(yè)生產(chǎn)經(jīng)營(yíng)活動(dòng)穩(wěn)步進(jìn)行。后向一體化戰(zhàn)略主要適用條件包括： Backward integration strategy means to obtain the ownership or strength the control of the suppliers. The strategy is beneficial to effectively control the cost of input, quality, and reliability of supply such as key raw material, and make sure that the enterprises operate smoothly. Backward integration strategy can be applied under the following conditions: ① 企業(yè)現(xiàn)有的供應(yīng)商供應(yīng)成本較高或者可靠性較差而難以滿足企業(yè)對(duì)原材料、零件等的需求； Demand for the raw materials, parts is difficult to be met arising from the high cost and unreliability of the existing suppliers. ② 供應(yīng)商數(shù)量較少而需求方競(jìng)爭(zhēng)者眾多； The number of suppliers is small but the number of consumers is large. ③ 企業(yè)所在產(chǎn)業(yè)的增長(zhǎng)潛力較大，企業(yè)具備后向一體化所需的資金、人力資源等；供應(yīng)環(huán)節(jié)的利潤(rùn)率較高；企業(yè)產(chǎn)品價(jià)格的穩(wěn)定對(duì)企業(yè)而言十分關(guān)鍵，后向一體化有 利于控制原材料成本，從而確保產(chǎn)品價(jià)格的穩(wěn)定。 The pany?s industry has large potential growth, funds and human resources available as well as high profit margin in the supply link, stable price of the products is critical to the 大家網(wǎng) 11 / 63 更多精品在大家 ！ 大家 學(xué)習(xí) 網(wǎng) enterprises, the backward integration strategy help to control over the costs of the raw materials and then make sure the price is stable. 企業(yè)采用縱向一體化戰(zhàn)略的主要風(fēng)險(xiǎn)包括： Main risks that the pany adopts vertical integration strategy: ① 不熟悉新業(yè)務(wù)領(lǐng)域所帶來(lái)的風(fēng)險(xiǎn)； The risk from the unfamiliarity to the new business. ② 縱向一體化，尤其是后向一體化，一般涉及的投資數(shù)額較大且資產(chǎn)專用性較強(qiáng)，增加了企業(yè)在該產(chǎn)業(yè)的退出成本。 Vertical Integration Strategy, especially the backward integration strategy, generally will involve in the large sum of investment and special equipments, which will increase the exit cost from the industry. （ 2）橫向一體化戰(zhàn)略。橫向一體化戰(zhàn)略是指企業(yè)收購(gòu)、兼并或聯(lián)合競(jìng)爭(zhēng)企業(yè)的戰(zhàn)略。企業(yè)用橫向一體化戰(zhàn)略的主要目的是減少競(jìng)爭(zhēng)壓力、實(shí)現(xiàn)規(guī)模經(jīng)濟(jì)和增強(qiáng)自身實(shí)力以獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。 Horizontal integration. Horizontal integration means the Mamp。A or alliance strategies carried out by the entity. The key reason for adopting such strategy by the entity is to achieve the petitive advantages by reducing petition intensity, realizing economics of scale and increasing strength. Intensive growth strategy 密集型成長(zhǎng)戰(zhàn)略，也稱為加強(qiáng)型成長(zhǎng)戰(zhàn)略，是指企業(yè)充分利用現(xiàn)有產(chǎn)品或服務(wù)的潛力，強(qiáng)化現(xiàn)有產(chǎn)品或服務(wù)競(jìng)爭(zhēng)地位的戰(zhàn)略。密集型成長(zhǎng)戰(zhàn)略主要包括三種類型：市場(chǎng)滲透戰(zhàn)略、市場(chǎng) 開(kāi)發(fā)戰(zhàn)略和產(chǎn)品開(kāi)發(fā)戰(zhàn)略。 Intensive growth strategy （ also called enhanced growth strategy） .means that the enterprises make full use of the existing potential of the products or services, strengthen the petitive position of the existing products or services. Intensive growth strategy mainly includes three types: market peration, market development and product development. （ 1）市場(chǎng)滲透 ——現(xiàn)有產(chǎn)品和市場(chǎng) Market peration——Current products and current markets 市場(chǎng)滲透戰(zhàn)略的基礎(chǔ)是增加現(xiàn)有產(chǎn)品或服務(wù)的市場(chǎng)份額，或增長(zhǎng)正在現(xiàn)有市場(chǎng)中經(jīng)營(yíng)的業(yè)務(wù)。增長(zhǎng)方法及具體措施見(jiàn)下表： Market peration is based on increasing the market share of the current products or services, or the existing business. The increase method or specific measures can be seen in the following table: 增長(zhǎng)方法 increase method 適用范圍 scope of application 具體措施 Specific measures 擴(kuò)大市場(chǎng)份額 Increase the market share 適用于整體正在成長(zhǎng)的市場(chǎng) It is suitable to the growing market ① 提供折扣或增加廣告來(lái)增加在現(xiàn)有市場(chǎng)中的銷售額； Increase the current sales revenue by providing discounts or increasing advertisements. ② 改進(jìn)銷售和分銷方式來(lái)提高服務(wù)水平； Improve the sales and distribution to 12 / 63 大家網(wǎng) 更多精品在大家 ！ 大家 學(xué)習(xí) 網(wǎng) 聲明：本資料由 大家論壇經(jīng)濟(jì)師考試專區(qū) http://club.topsage.com/forum1151.html 收集整理，轉(zhuǎn)載請(qǐng)注明出自 http://club.topsagom 更多注會(huì) CPA考試信息，考試真題，模擬題： http://club.topsage.com/forum1151.html 大家論壇，全免費(fèi)公益性注冊(cè)會(huì)計(jì)師論壇，等待您的光臨！ enhance the service level. ③ 改進(jìn)產(chǎn)品或包裝來(lái)提高和加強(qiáng)吸引力并降低成本。 Improve the products or packing to increase and strengthen the attractiveness and lower the costs. 開(kāi)發(fā)小眾市場(chǎng) Develop the niche market 適用于比競(jìng)爭(zhēng)對(duì)手規(guī)模小的企業(yè) It is suitable to the enterprises with small scale pared to their petitors. 目標(biāo)是在行業(yè)中的一系列目標(biāo)小眾市場(chǎng)中獲得增長(zhǎng)，從而擴(kuò)大總的市場(chǎng)份額。 The enterprises aim to increase in a series of niche markets so as to increase the total market share. 保持市場(chǎng)份額 Maintain the current market share 適用于市場(chǎng)發(fā)生衰退時(shí) It can be applied when the market is in a recession. 保持市場(chǎng)份額具有重要意義。 It is of great significance to maintain the market share. （ 2）產(chǎn)品開(kāi)發(fā) ——新產(chǎn)品和現(xiàn)有市場(chǎng) Product development——new products and existing market 產(chǎn)品開(kāi)發(fā)戰(zhàn)略有利于企業(yè)利用現(xiàn)有產(chǎn)品的聲譽(yù)和商標(biāo)，吸引用戶購(gòu)買新產(chǎn)品。產(chǎn)品開(kāi)發(fā)戰(zhàn)略適用于以下幾種情況： Market development strategy can help to make use of the fame and trademark of existing products and attract the users to buy new products. Product development strategy can be applied in the following circumstances: ① 企業(yè)產(chǎn)品具有較高的市場(chǎng)信譽(yù)度和顧客滿意度； High Market credibility and customer?s satisfaction of the products ② 企業(yè)所在產(chǎn)業(yè)屬于適宜創(chuàng)新的高速發(fā)展的高新技術(shù)產(chǎn)業(yè)； The industry suitable for innovation in which the pany lies is a hightech industry at a rapid speed of development. ③ 企業(yè)所在產(chǎn)業(yè)正處于高速增長(zhǎng)階段； The industry is in a phase of development at a rapid speed. ④ 企業(yè)具有較強(qiáng)的研究和開(kāi)發(fā)能力； The pany has powerful ability of research and development. ⑤ 主要競(jìng)爭(zhēng)對(duì)手以類似價(jià)格提供更高質(zhì)量的產(chǎn)品。 Primary petitors provide highquality products with similar price. （ 3