钻石模型下高成长型中小企业发展模式的实证研究——以内蒙古蒙牛乳业有限公司为例

On the Small and Medium-sized Enterprises' Growth in Diamond Model——Take Mengniu Dairy Company as Example

借助于迈克尔·波特的钻石模型理论,从与竞争优势形成密切相关的六个方面,实证研究了1999—2001年期间内蒙古蒙牛乳业有限公司的成长环境与成长历程,发现该公司的产品差异化、销售促进、品质保证、恰当的价格、品牌的塑造、业务外包和虚拟联合、一切竞争从设计开始的长远发展规划、强大的生产经营管理团队、实实在在的企业文化等成为该公司高速成长并实现由中小企业向大型企业跨越的系统性推动因素。

This paper has made an on-the-spot investigation on the growing environment and growing process of Mengniu Dairy Company during 1999 to 2001 from six aspects closely linked with competitive advantage by means of professor Potter＇s famous Diamond model theory. Research finds that product differences, sales promotion, quality assurance, appropriate price, brand shape, outsource operations, virtual alliance, long-term development plans that all competitions should start from design, powerful teams of production and management, and tangible corporate culture are the systematic driving factors for the SMEs upgrade to large enterprise.