业务延伸对企业竞争优势的影响

企业面对激烈的同质化产品竞争所需解决的一个关键问题是如何提高竞争优势。针对特定的客户,企业扩展其业务范围,为其提供个性化的产品和服务是实现差异化和成本领先的一种有效途径。本文界定了业务延伸的概念,阐述了业务延伸在差异化与成本领先方面的表现形式,构建了消费者剩余模型。研究表明,企业通过业务延伸为客户提供"完全产品",摆脱了同质化产品的竞争,能有效增加消费者剩余和明显提升竞争优势。

The Impact of Business Extension on an Enterprise’s Competitive Advantage

A key issue in fierce competition of homogeneous products for an enterprise is how to improve competitive advantage.Extending its business scope to provide a particular customer with personalized products and services is an effective way for an enterprise to gain differentiation and cost leadership.This paper defines the concept of business extension,describes manifestations of business extension in differentiation and cost leadership,and builds a consumer surplus model.The research shows that an enterprise,which provides customers with "full product"by the use of business extension,can get rid of competition of homogeneous products,increase effectively consumer surplus and enhance significantly competitive advantage.