略论跨国公司进入的竞争战略

A Discussion on Competitive Stratetive of MNC Enters

企业的一般竞争战略有三种 ,即成本领先战略、产品差异战略及集聚战略。目前我国境内的跨国公司在上述三大基本竞争战略的选择上具有极大的相似性。在跨国公司进入的早期阶段 ,无论何种类型的在华子公司 ,都把成本领先放在首位。但随着时间的推移 ,中国市场发生了巨大的变化 ,跨国公司开始重视产品差异化战略的应用 ,并将其作为非常重要的竞争手段之一。跨国公司的竞争战略开始由依靠成本领先战略向成本领先战略与产品差异化战略的综合应用转变。

The general competitive strategy of enterprise has 3 kinds: the strategy of cost lead, the strategy of product difference, gather strategy. Now the MNC in china has great comparability on the option of 3 kinds of above---mentioned basic competive strategy. At the stage of earlier period, regardless of types of subsidiaries all put the cost lead in the first place. Along with change of time, Chinese market has occurred huge changes. MNC begins to pay attention to the application of strategy of product difference, and regardes it as one of very important competitive means. The competitive strategy beginning of MNC changes by the strategy of cost lead to the comprehensive application of the strategy of cost lead and the strategy of product difference.