从企业经营理念的演变看企业竞争优势的塑造

本文认为,随着中国经济市场化转型的发展,买方市场已经形成,企业的竞争策略正在悄然发生着转变,从比较优势向竞争优势转变。这要求企业的经营不能让市场牵着鼻子,而是要主导市场和创造市场即驱动市场。文章提出,竞争优势是可以被创造的,它强调市场竞争的需求导向,其核心是创造市场;竞争优势在成本收益比较上更强调机会成本,看重对信息的驾驭和对机会的把握;企业要形成自已的竞争优势,关键是创造市场,而创造市场首先要创新观念、提出新概念,然后让人们接受这一新概念,最后再进行恰当的市场营销。

On Fostering Competitive Advantages of Enterprises:Form the Aspect of the Evolution of Operation Ideas

In the buyer's market,an enterprise cannot follow passively the change of the market;rather,it should create its new market.The competitive advantages can also be created,which requires lowering the opportunity cost and making a good use of market information.Creating market is the key element for an enterprise to foster its competitive advantage, and the innovation of ideas is at the foundation of creating market.