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基于波特竞争战略矩阵的企业竞争战略选择方法
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Abstract:
为使企业在市场竞争中获得竞争优势，如何运用适合的决策分析方法进行企业竞争战略选择，这是需要关注的重要研究课题。针对企业竞争战略选择问题，提出了一种基于波特竞争战略矩阵的企业竞争战略选择方法。在文中，首先给出了基于波特竞争战略矩阵的企业竞争战略选择的决策分析框架；然后基于文献计量分析方法针对企业竞争战略选择的“低成本”、“差异化”、“市场目标全面化”和“市场目标细分化”四个维度的评价指标进行了筛选，进而构建了针对每个维度的评价指标；进一步地，基于专家针对评价指标给出的语言评价信息，运用二元语义表示模型处理方法和DEMATEL方法计算评价指标权重和企业针对每个维度的综合评价结果，进而通过构建雷达图进行企业竞争战略的选择。最后，通过一个实例分析说明了该方法的可行性和有效性。本文给出的方法具有概念清晰、计算简单和易操作等特点，为企业决策者进行企业竞争战略选择提供了一种有效的决策分析方法或工具，具有实际应用价值。
In order to gain a competitive advantage for enterprises in the market competition, how to use the desirable decision analysis method to make competitive strategy selections for enterprises is an important research topic. Considering issues of competitive strategy selection for enterprises, in this paper, a method for selecting enterprise competitive strategy based on Porter’s competitive strategy matrix is proposed. First, the decision analysis framework for selecting a competitive strategy for enterprises is given based on Porter’s competitive strategy matrix. Then, evaluation indexes of the four dimensions of which low-cost leadership, differentiation, broad market scope and narrow market scope are selected based on the bibliometrics analysis, and the evaluation indexes with regard to each dimension are determined. Furthermore, based on linguistic evaluation information with regard to evaluation indexes provided by experts, the processing method of the 2-tuple linguistic representation model and the decision-making trial and evaluation laboratory (DEMATEL) method are used to calculate the weights of the evaluation indexes and the overall evaluation result of each dimension, and the enterprise competitive strategy can be selected by structuring a radar map. Finally, a case study is given to illustrate the feasibility and validity of the method proposed in this paper. It is important to highlight that the proposed method has a clear concept and the calculation process is simple and easy to operate for managerial staffs, it is new and different from the existing method, and it gives the managerial staffs a very efficient design analysis method or tool, it has a high value of practical application.
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