论企业的市场退出战略

The Research on the Market Withdrawal Strategy

市场退出战略是企业战略选择的重要内容。实施退出战略可以使企业退出劣势领域、集中突出主营业务、优化资源配置、进入新的经营领域。实施市场退出战略时可能面临体制、心理、成本、识别的障碍。在该战略实施时应注意在进入时就考虑退出、确定退出的业务领域和范围、选择好退出的时机和合适的退出方式,还要注意防止市场退出的陷阱。企业只有有进有退才能在激烈的市场竞争中游刃有余。

Market withdrawal strategy is an important content in enterprise strategy selectivity. Carrying out the withdrawal strategy would make the enterprises withdraw from the inferior field, focus on the major business, optimize the resources disposition, and get into a new business field. Carrying out the withdrawal strategy could confront the obstacles of system, psychology, cost and distinction, so we should consider withdrawal as soon as entering, determine the business field and scope of withdrawal, choose the best opportunity and suitable pattern of withdrawal, and pay attention to prevent the pitfall of market withdrawal. Only the entrance and withdrawal would make the enterprises be skillful and easeful in fierce market competition.