多变环境下的业务战略:从通用单一到精准组合的理论创新  

Refining Generic Strategies for Doing Business in Fast Changing Environments

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：《中国工业经济》2009年第3期92-101,共10页China Industrial Economics

基　　金：国家自然科学基金项目"多维组合战略研究"(批准号 70672099)

摘　　要：现有战略理论特别是定位理论已经严重地不适应复杂多变的经营环境现实。因此,改变战略理论的视野成为能否取得理论创新突破的关键。本文引入一个能够全面反映环境变动效应的全面环境互动模型,从中归纳出企业面临的四重基本压力,在此基础上推演出了一套精准战略,使业务战略的分类从以往属的层次进入到种的层次,然后根据逻辑关系证实了通过精准战略的适当组合可以避免所谓的"夹在中间"窘境而实现差异化和成本优势的兼得。Managers are increasingly stymied as competitive advantage becomes more difficult to create and sustain with each passing year, regardless of what generic strategy is implemented. Owing to its originality, Porter＇s low-cost-differentiation-focus framework has been recognized as one of the most important contributions to business strategy for years, but evoked controversy over its assertions and critique on its conceptual limitations at the same time. In this paper, Porter＇s three generic strategies are modified and expanded into eleven refined strategies within a framework of total environmental interaction. It is found that Porter＇s generic strategy assertions hold robustly under a stable business environment. But when this theory is tested or used in a fast changing business setting, it will inevitably get inconsistent results. The refined strategies proposed in the light of the pressures from macro-environmental change have virtually improved the applicability of Porter＇s theory. Not only do those refined strategies embrace various best practices, they, in most cases, could also be combined to work without being stuck-in-the-middle and adapt to rapidly changing business environments.

关 键 词：业务战略 通用战略 多变环境 精准战略 精准组合战略 

分 类 号：F270[经济管理—企业管理]