基于企业核心竞争能力的产品决策的三维模型

目前企业产品决策主要采用多指标的综合评价模式,这在企业产品决策实践中遇到多方面问题。基于企业所处行业特点、拥有的资源的差异,其核心竞争力也不同,因而一般性的产品决策的多指标的综合评价模式常常缺乏针对性和适用性。本文针对目前企业在新产品种选择中的问题,研究影响企业品种选择的关键因素,以市场需求刚性、盈利能力和产品寿命周期这三个维度构建了八种产品类型。企业可以基于企业核心竞争能力的类型选择与企业相匹配的品种类型,制定合适的产品选择策略,以优化企业产品结构。

Model of Strategic Decisions of Products Based on Core-competitiveness

At the present day, strategic decisions of enterprise products mainly use combined estimating models with multi-index. There are problems in many aspects to use this model in practicing strategic decisions of enterprise products. On the basis of the characteristic of industry in which enterprise is, diversity of resources which enterprise possesses, the core-competences are different, therefore the combined estimating models with multi-index for strategic decisions of products always lack practicality and suitability. To be aimed at enterprise' s problems in the choice of new product category, the article investigates key factors which influence the category choice and structures eight product categories with three dimensions - rigidity of market demand, profitability and life circle of products, then chooses the matching categories on the basis of types of core-competences and establishes suitable strategic decisions of products to optimize enterprise product structures.