重新思考打造家电企业竞争优势的战略基础  

Reconsidering the Strategic Basis on Figuring Competitive Advantage of Appliance Business Enterprise

作　　者：钟育赣[1] 万万[1] 

机构地区：[1]广东商学院管理学院,广东广州510320

出　　处：《南昌大学学报（人文社会科学版）》2007年第1期95-99,共5页Journal of Nanchang University(Humanities and Social Sciences)

基　　金：国家社会科学基金项目"中国家电市场的企业竞争与‘价格战’问题研究"(01EJY008)阶段性成果

摘　　要：差异化是竞争优势的重要来源。过去企业依靠成本更低或特色更多谋求竞争优势。进入21世纪,品牌和速度成为获取竞争优势的战略基础。我国家电企业应以差异化品牌战略为主导,实施产品品牌战略和企业品牌战略,并战略性再造供应链和价值链,以形成迅速应对目标市场、能够敏捷反应的速度优势。Differentiation is an important resource of competitive advantage. Enterprises have obtained much more competitive advantages by lower cost or established more special features in the past. But now brand and velocity have become the strategic foundation on achieving competitive advantage in the 21st century. To create velocity advantage can reply the target market rapidly and react swiftly. Chinese appliance business enterprises should take differentiated brand strategy as the dominant strategy and put the product - brand strategy and enterprise - brand strategy into practice, and then strategically reconstruct the supply chain and value chain.

关 键 词：家电企业 竞争优势 差异化 品牌 速度 战略 

分 类 号：F713.50[经济管理—市场营销]