竞争优势：差异化战略的理性思考——以国际家居零售品牌宜家为例

Competitive Advantage:Meditation on Product/Market Differentiation Policy

21世纪是一个战略制胜、竞争制胜的的时代。对于入世五周年的中国而言,面对竞争日益激烈的国内外市场,那些在成本竞争方面尚处于劣势的企业,如何才能找到出路、获得持久的竞争优势?避免价格竞争,走差异化道路,这不失为一上上之策。本文通过分析迈克尔·波特的差异化战略思想,并结合著名国际家居零售品牌宜家(IKEA)的成功案例,详细说明了如何实施差异化战略,以及如何获得持久的竞争优势。

Success vie competition and strategies is the fundamental rule in the 21st century. As for China, it is over five years since its entry to the WTO. With the increasingly intense competition in the market home and abroad, how to survive is a primary problem facing those enterprises that do not have an advantageous position in the cost competition aspect. Then adopting the product/market differentiation strategy instead of price competition is the answer. Based on the product/market differentiation strategy from Michael Porter, and having studied the case of IKEA. an international furnishing corporation, this paper is to suggest how to conduct the differentiation strategy and how to gain constant competitive advantage.