处于产品成熟期的中小企业竞争策略研究

竞争策略是企业总体发展战略的一部分,是企业保持竞争优势和谋求利益的重要手段。把企业与外部环境联系起来并在该产业中建立竞争优势是制定竞争策略的根本。本文在产品生命周期和企业竞争战略理论的基础上,根据顾客价值空间维度,结合产品成熟期中小企业的竞争特征,着重从产品效用和价格两方面着手,探究基于效用和基于价格的基本竞争策略。结果表明成熟期的中小企业在运用基于效用维度基本竞争策略提高产品效用价值的同时,应采用基于价格维度的基本竞争策略降低产品售价。

Strategy research of small and medium enterprise competitiveness in product mature period

Competitive strategy is part of the overall development strategy of enterprise, and is the enterprise important means to maintain competitive advantage and seek interests. It is fundamental to establish competitive strategy in the industry, that link enterprise with the external environment and an enterprise intend to establish a competitive advantage. According to the customer value space dimension and ？on the basis of combination products mature competition characteristics of small and medium-sized enterprises （SMEs）, the paper is based on the product life cycle and the enterprise competition strategy theory, to explore the basic competition strategy based on utility and the price from two aspects of product utility and price. The results show that the basic competition strategy based on utility value should be applied by SMEs in the production maturity to improve the effectiveness of products,while the basic competition strategy based on the price should be utilized to reduce the price of products.