日用品企业获取竞争优势的策略研究——基于供应链视角  

The Research of Daily Necessities Enterprise Strategy on Achieving Competitive Edge——On the Perspective of Supply Chain

作　　者：阮平[1] 

机构地区：[1]电子科技大学中山学院,广东中山528400

出　　处：《未来与发展》2014年第12期110-113,共4页Future and Development

基　　金：中山市软科学研究项目(2013A3FC0273);电子科技大学中山学院科研团队培育基金项目(411YT01)

摘　　要：日用品企业是指生产具有典型利润侵蚀曲线的产品、销售渠道宽且长、对通路依赖性高的制造企业。企业获得竞争优势的途径有多个,但日用品企业更应该重视通过客户导向的供应链管理即供应链竞争优势获取战略来获取竞争优势。日用品企业借助供应链竞争优势获取战略来获取竞争优势共分6个步骤,分别是识别客户、识别价值、聚焦价值、提供价值、沟通价值和评估价值。日用品企业供应链竞争获取战略的实质就是以供应链而非企业内部的视角将企业资源从客户既不关心也不注意的事情上转移到客户关心而企业并没有做好的事情上。On the foundation of analyzing the traits of the Daily Necessities enterprise products, this essay analyses how to get a competitive edge and draws a conclusion that supply-chain management is the available channel to get the competitive edge. And then it systematically elaborates how Daily Necessities enterprise gets the competitive edge through the Customer-oriented Supply Chain Management system. The implementation of this strategy is divided into six steps： identify customer, identify value, Focus on the value, provide value, communicate value, evaluate value. The essence of this strategy is to transfer the enterprise resources from the things that customers do not care and do not pay attention to the things that customers care but enterprise？Did not？Do well in a supply chain perspective but not enterprise internal perspective.

关 键 词：日用品 供应链 竞争优势 

分 类 号：F274[经济管理—企业管理]