摘要
按照迈克尔.波特的企业竞争战略理论,企业竞争优势是由产业结构决定的,是由一个产业中的五种竞争力量所决定的。要对抗这些竞争力量,企业就要采取相应的发展策略,建立自己的竞争优势。应用迈克尔.波特的五种竞争力模型,以我国旅游餐饮行业竞争态势为切入点进行分析,其结论是:我国旅游餐饮企业提升其市场竞争力,应该采取的发展策略是:实施品牌战略,发展连锁经营;加快自主创新,实施标准化战略;准确分析目标市场,积极培育顾客忠诚度;借鉴发达国家经验,探索有效营销策略。
According to the enterprise competitive strategy theory by Michael E. Potter, an enterprise＇s competitive advantage is decided by the industrial structure and the five competitive forces in an industry. In order to combat these forces, enterprises should take appropri- ate development strategies and establish their own competitive advantages. Analyzing the competition in China＇s tourism and catering in- dustry in terms of Michael E. Porter＇s five competitive forces model, we conclude that in order to enhance their market competitiveness, the enterprises should implement brand strategy, developing chain operation; accelerate independent innovation, carrying out a standardization strategy; analyze the target market accurately, actively cultivating customer loyalty; and borrow from the experience of developed countries, exploring effective marketing strategies.
出处
《商业经济》
2013年第1期63-65,共3页
Business & Economy
关键词
波特五力模型
竞争态势
发展策略
旅游餐饮业
Porter＇s five forces model, competition situation, development strategies, tourism and catering industry
