摘要 成本领先和产品差别化是企业运用较多的两种竞争战略，但是以往人们对这两种战略所蕴涵的经济学含义未给以充分的注意，因而影响了战略实施的效果。本文首先分析了影响消费者需求的两个因素——消费者感受到的产品价值和产品的价格，构造了反映消费者偏好的效用函数，揭示了企业竞争战略与消费者效用之间的内在联系，指出应以提高消费者效用作为战略选择的出发点。其次，研究了产品成本和产品交叉弹性与这两种竞争战略的关系。最后，给出了竞争战略选择的思路流程。本文的研究旨在为提高企业竞争决策水平提供的参考思路。
Abstract
The cost leadership and product differentiation are two kinds of competitive strategies that are widely used by the enterprises. Unfortunately, the economic implications of these two strategies have not been received sufficient attention for a long time, thus affecting the results of strategy implementation. This paper is organized into three sections. In the first section, the author analyzes two factors that affect consumer demand, namely, the value of the product perceived by the consumer and the price of the products. Then the utility function reflecting consumer preference is constructed and the inherent relationship between competitive strategies and consumer’s utility is revealed. The author points out that improving consumer utility should be the basic starting point in selecting competitive strategies. In the second section, the relationship between the cost, the cross elasticity of product’s demand and these two competitive strategies is examined. In the last section, the recommended process of selecting competitive strategies is presented. The aim of this paper is to provide new insights into the improvement of the enterprise’s decisions on competition.
