第8节 全球营销竞争因素.pdf

Chapter 8 Strategic Elements of Competitive Advantage Introduction This chapter looks at: 1、Industry analysis—Porters Five Forces Model 行业分析—波特五力模型 2、Competitive advantage 竞争优势 Generic Strategies 四种基本策略 3、National competitive advantage 国家竞争优势 Diamond Model 钻石模型 15-2 Industry Analysis: Forces Influencing Competition Industry – group of firms that produce products that are close substitutes for each other Five forces influence competition in an industry described by Michael Porter 15-3 新进入者 新进入者的威胁 卖方侃价实力 产业竞争对 手 卖方 买方 现有公 买方侃价实力 间的争夺 替代品或服务 的威胁 替代品 15-4 Porter ’s Force 1: Threat of New Entrants 新进入者的威胁 New entrants mean downward pressure on prices and reduced profitability Barriers to entry determines the extent of threat of new industry entrants 15-5 Threat of New Entrants: Barriers to Entry Economies of Scale 规模经济 Refers to the decline in per-unit product costs as the absolute volume of production per period increases Product differentiation 产品差异化 The extent of a product’s perceived uniqueness Capital requirements 对资金的需求 Required investment for manufacturing, RD,