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    5. 大師輕鬆讀 No.161 揭開競爭的面紗
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    大師輕鬆讀 No.161 揭開競爭的面紗

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2006/01/05
    Language
    Traditional Chinese
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    Pages
    64
    ID
    10697
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    揭開競爭的面紗
    Competition Demystified

    企業策略只需思考一個問題:能夠設定什麼進入障礙?
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    本期目錄:

    ● 五分鐘摘要

    - 我們有競爭優勢嗎?
    - 有一家獨大的領導廠商嗎?
    - 我們是自己所在的市場區隔中獨大的企業嗎?
    - 我們是不是盡力做對每一件事來提升競爭優勢?

    ● 在地觀點—— 台灣尋找品牌進入障礙/ 葉介玉

    ● 大師知識看板—— 雷神公司執行長史文森從高位階思考決策/ 經濟日報


    主題看板:

    進入障礙(Barriers to Entry)

    廣泛來說,所有會讓新進廠商在和領導廠商競爭時居於劣勢,形成「不對稱競爭」的因素,都可以稱為進入障礙。至於市場形成進入障礙的原因,學界的看法大相逕庭。哈佛學派學者貝恩(Joe S. Bain)認為,進入障礙的成因有下列4項:絕對成本優勢、規模經濟、產品差異化優勢,以及資本優勢。曾獲1982年諾貝爾經濟學獎的芝加哥學派要角史帝格勒(George Stigler)則認為,新進廠商本身的效率低落,才是真正阻礙競爭者進入市場的障礙。除了上述的經濟性成因之外,進入障礙通常會帶有區域性的性質,例如:對特定地區顧客需求和品味的了解、顧客對地區品牌的忠誠度(愛用國貨),以及政府或是法令規章的障礙(關稅優惠)等。

    2003年5月才在台灣創刊的《蘋果日報》,儘管報導內容屢遭道德質疑,但是在短期內橫掃台灣報業市場,卻是不爭的事實。《中時》及《聯合》報系在報禁解除之前就享有穩固市場,占有成本和品質優勢,再加上長期累積下來的財務實力,以及與金融機構關係良好的籌資能力,建立了高門檻的進入障礙。香港壹傳媒先是藉著在資本市場掛牌獲得的雄厚資本,抵銷三大報的資本優勢。再以狗仔隊的新聞手法,以及強調視覺影像的版面搭配,建立起自己的產品差異化優勢。而逼使三大報跟進運用大量彩色印刷的結果,也削減了先占者的成本優勢,在產品內容競爭面向之外,另闢了價格的戰場。此外,《蘋果日報》還享有兩大報所沒有的營運績效。壹傳媒親自經營的配銷系統,讓《蘋果日報》享有敏銳的市場嗅覺與設定議題的能力,也加強了配送的應變效率。強調實銷率而不是發行量的營運重心,也有效地節省生產成本。《蘋果日報》不僅成功克服了進入障礙,更進一步建立了新的競爭優勢。

    從區域的角度思考(Think Locally)

    「從區域的角度思考」,是許多國家和企業因應市場全球化趨勢的實際作法。歐盟、北美自由貿易區等區域經濟整合,就是集合區域內國家力量,制訂有利於區域發展的政策與法規,共同面對全球化挑戰。而跨國企業要攻占新的市場,就必須依據市場當地的時勢、現況,進行在地化的策略規畫。簡單來說,就是入境隨俗的經營方式。入口網站雅虎(Yahoo!)原本的畫面設計相當清爽,但是在台灣,就必須逐漸加入「即時通」等免費服務,滿足台灣消費者「俗擱大碗」的需求。雅虎中國的主要特色在文字明顯多過圖片,這是為了遷就中國主要入口網站新浪搜狐網,培養出來的大陸網民使用習慣。而雅虎香港是圖片遠多於文字,以反映香港當地的「速食文化」特質。因地制宜的發展策略,配合母公司擁有的技術與品牌優勢,使得雅虎在兩岸三地都分別站上前3大入口網站的位置。
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    Released
    2006/01/05
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
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    Offer DRM free license
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    ID
    10697

    揭開競爭的面紗

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