基于客户资产的企业竞争优势研究

竞争优势理论一直是西方战略管理理论研究的前沿课题,形成了产业结构、企业资源与企业能力等研究学派。这些理论成果给予企业发展有效的指导,在当时的经济环境下对企业的经营和竞争做出了合理的解释。然而,随着科技发展日益迅速,市场环境以及顾客需求不断发生变化,以往的竞争优势理论已暴露出一些不足。本文在总结前人理论的基础之上,认为可以从客户资产的角度提升企业的竞争优势,并构建了一个基于客户资产的企业持续竞争优势的框架,提出了从客户资产角度产生持续竞争优势的关键步骤。

A Study on Company Competitive Advantage Based on Customer Equity

The competitive advantage theory is a hot topic of western strategic management research,forming some research school,such as industrial structure,company resource,company capability and so on.These theoretical results provide effective guidance to company＇s development,making a reasonable explanation to company＇s business and competition.However,with science and technology increasingly development,market environment and customer needs constantly changing,the previous theory of competitive advantage has exposed some shortcomings.This paper will analyze the effective performance of customer equity making competitive advantage and will propose the key steps to construct competitive advantage based on customer equity.