欢迎来到天天文库
浏览记录
ID:38227546
大小:19.76 KB
页数:3页
时间:2019-05-27
《Porter’s Generic Strategies 波特的一般竞争战略》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、Porter'sGenericStrategiesIftheprimarydeterminantofafirm'sprofitabilityistheattractivenessoftheindustryinwhichitoperates,animportantsecondarydeterminantisitspositionwithinthatindustry.Eventhoughanindustrymayhavebelow-averageprofitability,afirmthatisoptimallypositionedcangeneratesuperiorreturns
2、.Afirmpositionsitselfbyleveragingitsstrengths.MichaelPorterhasarguedthatafirm'sstrengthsultimatelyfallintooneoftwoheadings:costadvantageanddifferentiation.Byapplyingthesestrengthsineitherabroadornarrowscope,threegenericstrategiesresult:costleadership,differentiation,andfocus.Thesestrategiesar
3、eappliedatthebusinessunitlevel.Theyarecalledgenericstrategiesbecausetheyarenotfirmorindustrydependent.ThefollowingtableillustratesPorter'sgenericstrategies:Porter'sGenericStrategiesTargetScopeAdvantageLowCostProductUniquenessBroad(IndustryWide)CostLeadershipStrategyDifferentiationStrategyNarr
4、ow(MarketSegment)FocusStrategy(lowcost)FocusStrategy(differentiation)CostLeadershipStrategyThisgenericstrategycallsforbeingthelowcostproducerinanindustryforagivenlevelofquality.Thefirmsellsitsproductseitherataverageindustrypricestoearnaprofithigherthanthatofrivals,orbelowtheaverageindustrypri
5、cestogainmarketshare.Intheeventofapricewar,thefirmcanmaintainsomeprofitabilitywhilethecompetitionsufferslosses.Evenwithoutapricewar,astheindustrymaturesandpricesdecline,thefirmsthatcanproducemorecheaplywillremainprofitableforalongerperiodoftime.Thecostleadershipstrategyusuallytargetsabroadmar
6、ket.Someofthewaysthatfirmsacquirecostadvantagesarebyimprovingprocessefficiencies,gaininguniqueaccesstoalargesourceoflowercostmaterials,makingoptimaloutsourcingandverticalintegrationdecisions,oravoidingsomecostsaltogether.Ifcompetingfirmsareunabletolowertheircostsbyasimilaramount,thefirmmaybea
7、bletosustainacompetitiveadvantagebasedoncostleadership.Firmsthatsucceedincostleadershipoftenhavethefollowinginternalstrengths:·Accesstothecapitalrequiredtomakeasignificantinvestmentinproductionassets;thisinvestmentrepresentsabarriertoentrytha
此文档下载收益归作者所有