竞争优势：流变与反思

Competitive Advantage:Change and Reflection

竞争优势是一个不断变化的目标,应远离那种略带静态意味的竞争观念,如市场份额、差异化、低成本、核心竞争力等,而让企业处于一种建立动态能力的状态。组织只有把创造危机作为超越自身界限的手段,才可能处于一种永久变革和创新的状态。单纯的顾客导向是具有局限性的,企业在某种意义上必须超越消费者个人的偏好。现代商业的首要法则,不仅仅是发现并实现顾客需要,而是想象和创造需求。在易变的竞争环境中,战略不再仅仅是价值链中一系列固定活动的安排,而是创造整个价值系统。对合作观念的强调并不排斥和妨碍竞争,对竞争精神的强调也应以不妨碍和谐和共赢为前提,应将二者有机地结合起来。

Competitive advantage is a constantly changing goal, which should stay away from the somewhat static concept of competition, such as market share, the difference of low-cost, the core competitiveness, and to the establishment of enterprises in a state of dynamic capability. Only when organizations choose to create a crisis as a means to transcend their own boundaries, can they be in a permanent state of change and innovation. A simple customer-oriented mode has its limitations, in a sense, enterprises must go beyond the personal preferences of consumers. The first modern commercial law is not only to discover and realize the needs of customers, but to imagine and create demand. In the volatile competitive environment, strategy is no longer a fixed value chain for activities, but to create the entire value system. The emphasis on the concept of cooperation does not exclude competition, the emphasis on the competitive spirit should also be with the premise of a harmonious and win, they should be organically integrated.