摘要
本研究以顾客价值为理论基础、顾客价值分析为方法,对2003年中国手机企业的竞争优势进行了实证分析。研究结果显示,中国手机行业的竞争是在“物超所值”层面上的竞争,企业间的竞争程度激烈;以行业平均为参考基准,手机行业存在着“优势”、“平均”和“劣势”3种优(劣)势类型,“优势类型”企业的手机“感知利益高”而“感知价格低”;企业为获得竞争优势,只在其中的一个方面领先是不够的;从竞争关系的角度看,手机行业存在着4个竞争阵营,多数企业都在同一个阵营里进行激烈竞争。
Taking in this study clients' value as our theoretical basis and customers' value analysis as our method,we have made a case study of the competitiveness advantage of China's mobile businesses in 2003.This study shows that the competition mentioned above is a competition at the level of 'perceived benefits exceeding perceived costs',in which the competition between enterprises is vehement; that, when we take business average as reference frame, there exist in mobile industry three patterns, namely,'advantage','average'and'disadvantage',and the perceived benefits from mobiles made by advantage-type enterprises are great while the perceived prices thereof are low; that, for an enterprise to obtain competitive advantages, it is not enough for it to be in the lead in only one aspect; and that, viewed from the competitive relations, the mobile line has four competition lamps and most enterprises vie fiercely with each other in the same lamp.
出处
《管理世界》
CSSCI
北大核心
2004年第10期97-106,113,共11页
Journal of Management World
