Enterprise competitive strategy mainly refers to the direction, goal, policy and strategy of enterprise products or services participating in market competition. Michael, a famous enterprise competitive strategy theorist and professor of Harvard Business School? Michael. Porter analyzes the industry in which the enterprise is located. Five competitive forces? (suppliers, customers, substitutes, competitors and potential competitors), and put forward three general strategies of enterprise competition: specialization, differentiation and lowest cost.
The important role of technical standards in enterprise competitive strategy and case analysis
1. The highest form of specialization of technical standards.
Specialization means that an enterprise obtains a competitive advantage in a specific customer group, a certain part of a product line or a regional market. According to Porter's theory of enterprise competitive strategy, the result of specialization is that the company can either achieve differentiation by meeting the needs of special objects, or achieve low cost when serving this object, or both. In this way, the company makes its profit potential exceed the general level of the industry. The key to the implementation of specialization strategy is that enterprises must accurately analyze and judge their existing resources, potential advantages and market trends, and once they make a decision, they need perseverance, patience and diligence.
It is the highest form of technical specialization strategy to pursue to be the maker or guide of technical standards for specialized services (products) and control the whole supply chain with technical standards, which is manifested in technical standards with wide user recognition and leading edge. The essence of specialization strategy is to concentrate all the resources of enterprises, such as people and money, intensively cultivate limited products and target markets, and strive to gain the greatest advantage from competition and form a monopoly. The competition of technical standards emphasizes intensive cultivation in technology, which is the highest tactical point of professional competition.
2. The core strategy of differentiated competition of technical standards
Differentiation strategy is to differentiate products or services and make them different. According to Porter's theory, the essence of enterprise strategy is to form a competitive advantage accepted by the market through differentiation. Differentiation strategy can successfully establish a defensive position, deal with five competitive forces, and win profits higher than the average income of the industry for enterprises. Differentiation strategy pursues novelty and maverick, that is, to obtain differentiated products in differentiated markets and use differentiated marketing models? Differentiated profit? .
There are many ways to implement differentiation strategy: brand image design, unique technical performance, customer service, commercial network and so on. With the global division of labor becoming more and more detailed and the competition of value chain deepening, it is increasingly unnecessary and impossible for enterprises to stick to it? Big and complete? And then what? Small and complete? Under the mode of production and operation, enterprises should divide the product supply chain into financing, R&D and sales. D. Accounting, training, spare parts production, distribution, after-sales service, information processing, etc. Concentrate resources on the most competitive part of the whole supply chain, make products, markets, management and organizations different through innovation, and form their own core competitive advantages. At present, local enterprises in China have achieved great success in differentiated competition in low-end links such as product appearance, performance characteristics, assembly and processing, and marketing, and many industries have even entered the international market. Invincible? Yes But overall, R&D has the highest added value? Brain industry? Concentrated in developed countries, low added value of processing and manufacturing? Body industry? It is concentrated in developing countries. Our differentiated competition in technology has not really come yet. Today, China has experienced sustained and rapid growth for more than 20 years, and all kinds of industries (whether mature or emerging) are facing the arduous task of technological progress. It is the only direction for China's industrial transformation and upgrading to shift from focusing on marketing differentiation to pursuing technological upgrading differentiation, focusing on technological innovation, especially developing independent intellectual property rights and core technologies, and advancing to a high-level and high-tech value chain.
3. One of the comprehensive manifestations of standardized management with the lowest cost
When other companies lose money in the competition, this company can still make a profit, which is the advantage of the lowest cost. To minimize the cost, it is necessary to improve efficiency, which is the ultimate goal of enterprise standardization.
Generally speaking, the total cost of products consists of manufacturing costs (such as raw materials and energy, equipment loss, workers' wages and fixed depreciation, etc.). ), management costs and product transaction costs (warehousing, circulation and exchange, etc. ). Technical competition and standardized management not only reduce the product cost due to the best technology, the highest qualified rate, the least material consumption or the lowest energy consumption in the manufacturing and management process; Moreover, due to the promotion of brand reputation and loyalty of high-tech products, the transaction cost of products is minimized; At the same time, because of the high quality of products, users are locked, and the threat from competitors is further reduced. Therefore, a comprehensive embodiment of standardization benefits is the lowest cost, which not only has the lowest comprehensive cost of existing products, but also ensures that the profits of enterprises are more sustainable and stable.
4. Several problems that should be paid attention to in the implementation of enterprise competitive strategy and technical standards.
(1) The competitive strategy of enterprises and its means are not immutable. Competition is determined by many factors, the environment and pattern of competition are constantly changing, and the competitive strategies and means of enterprises should also be constantly innovated. Generally speaking, the competitive strategy of small and medium-sized enterprises emphasizes comparative advantage, and it is appropriate to implement differentiation strategy and market segmentation strategy; Large enterprises pursue diversified development. Therefore, specialization, differentiation and the lowest cost are not all for enterprises to win the competition. Even with these three strategies, different enterprises have different means of competition and ways of realization. Similarly, although the highest goal of enterprise technical standard competition is to become the mainstream standard in the industry, enterprises should also formulate differentiated technical standard competition strategies based on the market environment, the current situation and development trend of industry technical competition and their own characteristics, and pay attention to the consistency between technical standards and enterprise competition strategies. Only in this way can enterprises win the initiative in the changeable competition.
(2) Technical standards, marketing, mechanism and system innovation, and brand strategy are all interdependent and mutually reinforcing tactical means in the competitive strategy of enterprises with specialization, differentiation and lowest cost. Although they have different emphases and requirements, their goal is the same, that is, to establish and maintain the core competitiveness of enterprises. Therefore, enterprises should pay attention to its coordinated development and organic combination, in which technical standard competition is the highest tactical point.
(3) On the one hand, it is necessary to change the misconception that the implementation of standards will suffer, and the adoption of international standards and foreign advanced standards will only increase costs. Technical standard competition is a technical competition among enterprises around the establishment, innovation and evolution of industry standards. The purpose is to make enterprise know-how become the sustainable standard, mainstream standard and unique standard of the industry, and realize it through standards? Value monopoly? To achieve competitive transcendence is the strategy and tactics for enterprises to maintain competitive advantage and realize long-term sustainable development. On the other hand, it is necessary to change the concept that the competition of technical standards is the competition of high-tech indicators. High-tech must have strong competitiveness, which is absolutely from the technical point of view, but not necessarily from the market point of view. Only the technology widely accepted by the market can realize its value. Enterprises should seek truth from facts, put use first, stand from the perspective of consumers, and proceed from reality to formulate standards with high technical requirements that can be accepted by the market. In particular, they should pay attention to cultivating the ability of product development, design and manufacturing with independent property rights, and use technology patents and standards to obtain excess profits.