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    企業戰略演講稿

    企業戰略演講稿

    演講者:1150922 05 李婷

    組員:

    1150921 08 張莉 17 李娜 25 王祎敏 33 李敏 34 王志慧 35 王月1150922 11 鄧佳 34 楊豪 14 呂志英

    一〃簡介:

    1.1 企業戰略定義:

    企業戰略是指企業根據環境的變化,本身的資源和實力選擇適合的經營領域和產品,形成自己的核心競爭力,并通過差異化在競爭中取勝。(隨著世界經濟全球化和一體化進程的加快和隨之而來的國際競爭的加劇,對企業戰略的要求愈來愈高。)

    提出者:戈爾〃安索夫

    (企業戰略學科創始人。安索夫在戰略管理中的特殊地位最主要表現在對戰略管理的開創性研究,由于他的開創性研究終于使他成為這門學科的一代宗師。作為戰略管理的一代宗師,他首次提出公司戰略概念、戰略管理概念、戰略規劃的系統理論、企業競爭優勢概念、以及把戰略管理與混亂環境聯系起來的權變理論。因此,管理學界把安索夫尊稱為戰略管理的鼻祖。)

    1.2 企業戰略三種基本戰略

    一個企業要獲得相對競爭優勢,就必須做出戰略選擇。以下我們詳細介紹三種基本戰略:

    (1)總成本領先戰略:總成本領先戰略通常靠規模化經營來實現。

    (所謂規模化,通俗的說法就是“造大船”。而“大船”必須同降低單位產品的成本聯系起來才有意義。規模化的的表現形式是“人有我強”。但是這個強首先不是追求質量高,而是價格低。所以,在激烈的市場競爭中,處于低成本地位的公司仍可獲得高于本產業平均水平的收益。企業實施總成本領先戰略,不是要開發性能領先的高端產品,而是要開發簡易便宜的大眾產品。正是這種思路,使工業化前期的企業往往選擇這一戰略。它們通過提高效率,降低成本,使過去只能由上流社會甚至皇宮王室享用的奢侈品,走進了尋常百姓家。總成本領先戰略往往立足于最大限度地減少研發、服務、推銷、廣告等方面的成本費用,表現為市場份額的擴大。)

    (2)差異化戰略:差異化戰略說簡單一點就是“與眾不同”。(凡是差異化戰略,都把成本和價格放在第二位考慮,首要的是看能不能做到標歧立異。這種標歧立異可能是獨特的設計和品牌形象,也可能是技術上的獨家創新,或者是客戶高度依賴的售后服務,甚至包括別具一格的產品外觀等等。

    差異化的表現形式是“人無我有”,以經營特色獲得超常收益。當然,差異化不是不講成本,不過成本不是首要戰略目標。差異化的實質是實現用戶滿意的最大化,從而形成對本企業產品的忠誠。這種忠誠一旦形成,消費者對價格的敏感程度就會下降,因為人們都有“便宜沒好貨”的思維定勢。同時也會對競爭對手造成排他性,抬高進入壁壘。但這一戰略通常是同市場份額相沖突的,二者不可兼顧。市場份額的擴大,一般會意味著產品特殊性的下降。)

    (3)目標集聚戰略:是同市場細分緊密關聯的,通俗的說法就是市場定位。(如果把經營戰略放在針對某個特定的顧客群、某個產品鏈的一個特定區段或某個地區市場上,專門滿足特定對象或者特定細分市場的需要,就是目標集聚。

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