Research On Flexible Strategy Of Enterprises Based On The Hyper-competitive Environment

Since the 1990's, with the vertiginous development of knowledge economy, information economy and the cyber economy, the speed of environment change is apparently accelerating: the customer, the market, the competition are all changing, and the cycle of changing is getting shorter and shorter. The only thing remaining unchanged if change itself.National boundaries, regulations, and control which used to be beneficial to a stable environment are tending to fall apart. And the throat-cutting competition has changed the rules and nature of the competition and the resource of sustainable competition advantages. The enterprises have encountered the serious faultage in strategy management. The strategical thought which proposes acclimatizing the enterprises to the environment is doomed to be challenged by the competitive concept of "create and control the future ". The competitive concept which claimed counterwork has encountered the concept of cooperative competition. In order to cope with the pressure from the increasingly uncertain environment and the dynamic competition, the enterprises must construct an effective strategically flexible system to maintain their sustainable advantages. It is concluded from this aspect that the flexible strategy whose feature is to create future will be the inevitable strategy choice of the enterprises in the fiercely competitive environment of the 21~st century.Started with the dynamic complexity, uncertainty, unpredictability of the environmental change under a fiercely competitive condition, through systematical analysis of the strategical environment based on the traditional strategical thought after developing the useful and discarding the useless parts, this article proposes that under a fiercely competitive condition the sustainable competitive advantages can be achieved through the construction of flexible strategy which will be the future direction of the enterprises' development due to the fierce nature of the change of the environment. Based on flexible strategy which proposes cooperative competition that can also be named ultra-competition, this article stresses the initiative of the enterprises in face of environmental change. Environmental change should be used even created to raise the efficiency of the resource, to strengthen the enterprises' ability to integrate the internal and external resources of the enterprises and the ability to foresee and respond to the change, and to form a organic strategy entia through the interaction between the enterprises and the environment, and at last to make the change be beneficial to the enterprises' development. This article also points out that flexible strategy can be realized through optimizing and integrating the internal and external resources and ability, the result of which will enable the enterprises to maintain the sustainable advantages under an extra-competitive environment.On the one hand , the origination mechanism is pointed out from the angle of basic resource theory; the shaping process of the enterprises' sustainable competitive advantages is described in the angle of integration of the internal knowledge and internal ability which is also the method to build up the flexibility of the strategy. On the other hand, in a cooperative point of view, the enterprises can create the new opportunities and advantages in the course of changing the present state and rules, andconsequently the suicidal dog-eat-dog competition becomes a win-win and auto-upgrading "cooperative strategy".The flexible strategy under the uncertain competitive environment can be realized by thorough strategical innovation or strategical conversion which changes the competition rules.Through comparison of the competition advantage model and development model based on flexible strategy, the article provides solutions to maintain sustainable competition to the enterprises, and by redefining the sustainable advantages, proposes that strategical flexibility is the key to adapting to the environment and sustaining the competition advantages.The last part takes Star Group in Heilongjiang Province for example, and makes a practical research into the execution framework which is based on cooperatively competitive and flexible strategy, and justifies the theme and viewpoints presented in this paper.