差异化、成本领先和价值创新——企业竞争优势的一个经济学解释

差异化战略和成本领先战略并不是两个相互排斥的战略,二者可以被一个企业同时采用以获取竞争优势.本文运用产品差异化模型考察成本相同和成本不同两种情况下企业的竞争行为,证明差异化战略和成本领先战略并不矛盾,指出差异化有利于企业避免恶性竞争,获取市场势力,而且当成本不同时,具有成本优势的企业能够获得更大的竞争优势并具有进一步成本领先的动机,具有成本劣势的企业则具有降低成本的动机和更强的差异化动机.本文讨论了价值创新是企业同时采用差异化和低成本以获取竞争优势的战略逻辑,并提出企业价值创新的风险和对策,从而给出了企业竞争优势的一个经济学解释.

Differentiation, Cost Leadership and Value Innovation: An Economic Explanation of the Enterprise Competitive Advantage

The strategies of differentiation and cost leadership are not mutually exclusive and can be achieved simultaneously by an enterprise to gain competitive advantage.In this paper,we firstly apply the product differentiation model to discuss the competitions among the enterprises with same costs as well as with different costs and testify that the two strategies are not incompatible.Differentiation helps the enterprises obtain market power.The differentiated enterprises with cost advantage could gain more competitive advantage and would lower their costs further,whereas those with cost disadvantage would lower their costs and have stronger differentiation motivation.Then we discuss that value innovation is the strategic logic for enterprises to achieve differentiation and low cost simultaneously.Finally,the risks and countermeasures for value innovation are suggested.Thus we give an economic explanation of the enterprise competitive advantage.