基于顾客资源的动态竞争优势

随着市场竞争环境变化的加剧,企业战略竞争的基点正在从企业内部的资源转移到企业适应外部环境的动态能力上,顾客资源因能有效地衔接企业内部资源和外部环境机会而成为弥足珍贵的战略性资源,以顾客资源为基础构筑的核心竞争力正日益体现出强大的动态竞争优势。因此,企业只有通过加快转变企业的战略管理理念、重构企业内部的业务流程、改革传统的价值链模式和实施企业的顾客忠诚化管理等途径构筑基于顾客资源的动态竞争优势,才能将企业立于竞争的不败之地。

The Dynamic Competitive Advantage Based on Customer Resources

With the dramatic changes in market competition environments, the basic point of strategic competition in enterprises is shifting from the internal resources of enterprises to their dynamic competence to adapt themselves to the exterior environments. Customer resources have become the precious strategic resources because they can effectively link up the internal resources of enterprises with the opportunities of exterior environments. The core competitiveness based on customer resources is increasingly showing a huge dynamic competitive advantage. Therefore, enterprises should have to expedite the transformation in strategic management idea, rebuild the internal business procedures, reform the traditional value chain model, carry out the customer loyalty management, etc. to construct the dynamic competitive advantage based on customer resources, so that the enterprises can stand to win in competition.