从单点到并行:聚焦战略的分化趋势与实现路径  

From Single Focus to Concurrent Focuses:The Trend in Business Strategy

作　　者：翁君奕[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《经济管理》2009年第2期92-96,共5页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金"多维组合战略"(70672099);厦门大学创新团队发展计划资助项目。

摘　　要：随着经济技术社会的进步和企业间竞争的加剧,消费者内在的求异偏好得到持续强化,市场需求因之不断分化,而现有的专注于单个细分市场的聚焦战略理论无法应对。本文从案例事实的观察入手,提出了并行聚焦战略的概念,论证了聚焦战略从单点聚焦向并行聚焦发展的动因,探讨了并行聚焦战略"并行不悖、和而不同"的理想境界及其达成途径。The consumer preference for being different from other people is greatly encouraged by economic growth, technological advance and the societal development. And the market related is getting more diversified so that conventional focus strategy targeting only one segmented group can not shake down. In this paper, base on observation of the competition between Motorola and Nokia, I bring forward a new concept of concurrent focuses strategy, analyze the drivers of the transformation from single focus to concurrent focuses, and explore the ways how to achieve the goal of making harmonious difference among all the focuses at the same time.

关 键 词：聚焦战略 并行聚焦战略 市场分化 求异偏好 

分 类 号：F27[经济管理—企业管理]