从竞争优势的战略定位看麦当劳困境

Viewing the Mcdonald's Trouble in the StrategicPosition Based on the Competitive Advantage

成本优势和差异优势是企业竞争的两种基本战略定位。文章从竞争战略定位的角度分析了麦当劳亏损的成因:急剧扩张未能取得规模经济的低成本,单纯降价而忽视品质竞争带来的销售量下降。提出麦当劳要走出困境,必须通过以差异优势定位为主不断扩大市场份额,以实现规模经济的成本优势的战略。

The cost advantage and the differentiation advantage are two basic competitive strategies in strategic position From the angle of competitive strategic position,the author analyses the cause that made Mcdonald's have a loss lies in two aspects: the low-cost benefit of economies of scale was not achieved by fast expansion, and the neglect of the quality of products caused a sales drop despite a slight cut in price. To get out of trouble, Mcdonald's must base its strategy on differentiation advantage, by which it may get cost advantage in the big market.