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關于成本領先與產品差別化戰略的經濟分析中文原文節選 摘要 成本領先和產品差別化是企業運用較多的兩種競爭戰略，但是以往人們對這兩種戰略所蘊涵的經濟學含義未給以充分的注意，因而影響了戰略實施的效果。本文首先分析了影響消費者需求的兩個因素——消費者感受到的產品價值和產品的價格，構造了反映消費者偏好的效用函數，揭示了企業競爭戰略與消費者效用之間的內在聯系，指出應以提高消費者效用作為戰略選擇的出發點。其次，研究了產品成本和產品交叉彈性與這兩種競爭戰略的關系。最后，給出了競爭戰略選擇的思路流程。本文的研究旨在為提高企業競爭決策水平提供的參考思路。 關于成本領先與產品差別化戰略的經濟分析英文譯文節選
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.
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