《生命周期视角下市场资产影响竞争优势的研究》由会员分享，可在线阅读，更多相关《生命周期视角下市场资产影响竞争优势的研究（48页珍藏版）》请在金锄头文库上搜索。
1、 Classified Index:U.D.C.:CODE: 10075NO: 20101475A Dissertation for the Degree of M. ManagementStudy of Impact between MarketAsset and Competitive Advantagebased on Life Cycle Candidate : Guo WenxueSupervisor : Vice Prof. Wang YajiangAcademic Degree Applied for : Master of ManagementSpecialty : Busin
2、ess ManagementUniversity : Hebei UniversityDate of Oral Examination : June. 2013 摘摘要要随着中国改革开放的进一步深入，有着中国特色的市场经济制度必将进一步完善，依靠旧有模式增长的企业主体将面临巨大的挑战。与此同时，中国经济在经历了三十年的高速增长后，面临着越来越大的下行压力，尽管经济增速仍然在世界经济的一片低迷中独占鳌头，但是习惯了过去经济繁荣的企业个体也必将面临着前所未有的市场竞争。 但是许多企业在应对激烈的市场竞争时都容易陷入误区，例如过度重视新市场的开发，而忽略了比开发新顾客成本更低的老主顾的维系和增值；中
3、国家电连锁巨头们与供应商家电生产商之间剑拔弩张的零和博弈，正在威胁着其长远的发展；虽然绝大多数的企业都知道品牌资产的重要性，却对如何将品牌资产优势转化为企业实实在在的绩效缺乏透彻的理解；粗放的营销活动，浪费的不仅是营销资源的投入，还有对活动中积累的知识资产视而不见，或者没有充分利用这种可贵的经验性知识产出。种种情况其实折射出企业在营销实践中仍然没有认识到市场资产作为一种战略性资产对企业的重要意义。 本文基于国内外关于市场资产、竞争优势和企业生命周期的研究，对不同生命周期阶段市场资产影响竞争优势的机制进行了研究：企业家基于市场智力资产的创新和创业团队的内部关系影响企业初创期的竞争优势；供应链的伙
4、伴关系降低了成本，初步培育的品牌和声誉使企业与竞争对手形成了差异，这些影响企业成长期的竞争优势；结构关系资产和顾客关系资产为企业培养了大量的忠诚客户，与供应链伙伴的信息共享和亲密合作大大提高了企业的物流、资金流和信息流的运转效率，市场资产成为企业的核心竞争力之一，进而影响企业成熟期的竞争优势；通过对市场智力资产的获取加快了企业家对原有核心能力的应用创新，而横向关系的引进则为企业开辟了新的发展道路，这是企业衰退期的竞争优势。最后本文运用乐凯集团的案例对研究结论进行了论证。 关键词市场资产市场关系资产市场智力资产生命周期竞争优势IAbstractAbstractThe market economy
5、 system with Chinese characteristics will be better, when Chinesepolicy of reforming and opening goes to be specific. The firms who depend on the pastbusiness models have to face with big challenges. Meanwhile, Chinese economy has to dealwith the pressure of recession, after high-speed growth in the
6、 past thirty years. Even thoughChinese economy is also the best one in the world, the companies, who are used to boomingmarket, will be confronted with unprecedented market competition.However, many firms make mistakes dealing with the unprecedented market competition.For example, some neglect the r
7、elationship with the old customers when they give the newmarket too much stress. The poisonous relationship between Chinese giants in homeappliances retail industry and the supplier of home appliances will threaten the future both ofthem. Even though many firms know how important the brand asset is,
8、 they dont understandwell the process that real business performance transformed by brand asset. Extensivemarketing initiatives waste not only marketing resource but also intellectual asset emerging inthe business activities. All of these conditions reflect that firms dont pay more attention tomarke
9、ting asset.This text analyses the impact between market asset and competitive advantage atdifferent life cycle stages, which is on account of domestic and foreign research status aboutmarket asset, competitive advantage and corporate life cycle. It impacts firms competitiveadvantage at start-up stag
10、e that innovation of entrepreneurs based on market intellectual assetand relationship in team members. It impacts firms competitive advantage at growth stagethat low-cost from partnership in supply chain and diversity from primary brand andreputation. It impacts firms competitive advantage at mature
11、 stage that core competence frommarket asset such as many loyal customers, high efficiency of flows about products, cashesand information based market relationship asset. It impacts firms transformation atdegenerating stage that application innovation of core competence which bases on marketintellectual asset and horizontal relationship asset in this progress.KeywordsMarket AssetMarket Relationship AssetMarket Intellectual Asset Competitive AdvantageCorporate Life CycleII目目录录第 1 章绪论 . 1 1.11.21.31.4第 2 章2.1研究背景 . 1 研究目的和意义 . 2 研究方法和框架 .
