| 黄德忠.美的的竞争战略——既成本领先又差异化战略[J].,2004,5(4):47-49 |
| 美的的竞争战略——既成本领先又差异化战略 |
| Competitive Strategy of Midea--The Integrated Low- Cost and Differentiation Strategy |
| 修订日期：2004-08-29 |
| DOI： |
| 中文关键词: 美的集团 成本领先战略 差异化战略 既成本领先又差异化战略 |
| English Keywords:Midea Group,cost leadership strategy,differentiation strategy,the integrated low-cost and differentiation strategy |
| Fund Project: |
| HUANG De-zhong |
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| 中文摘要: |
| 美的空调、压缩机、电风扇、微电机等九大主导产品产销量均居全国前三名,美的2003年实现销售收入175亿元,同比增长30%.在市场竞争日益激烈的环境下,美的是如何保持如此强劲的竞争力的?其既成本领先又差异化战略发挥了巨大作用.文章揭示了美的既成本领先又差异化战略的实施,主要有全面质量管理、MRPⅡ的成功实施、不断地降低成本、与供应商和经销商的战略联盟、核心技术的掌握、销售价格的差异化.并提出实施既成本领先又差异化战略应注意的几个问题. |
| English Summary: |
| Midea deals in nine leading products : conditioners , compressors, fans, micro-electronics , etc. Sales of the products ranked the third in our country. In 2003, Midea got the sale revenue of 175 billion Yuan, which increased 30% of the sale revenue compared with the year before. How does Midea keep firm under such severe competitive situation? The key is its low-cost and differentiation strategy work. This paper discusses the implementation of Midea's low-cost and differentiation strategy, including all-sided quality control, successful implementation of MRPII, constant reduction of cost, strategic alliance with suppliers and dealers, mastery of core technology, differentiation of sale prices. Meanwhile, it also puts forward several problems in implementing low-cost and differentiation strategy. |
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