Theoretical Research On Corporate Strategy Based On Customer Value

One research tradition of strategic management theory is to induce or abstract core concepts from many complex questions involved in corporate strategy in practice and therefore constructs an analysis framework that is brief and clear. It is a generalization of strategic management experience, and so is very comprehensive; it is a reflection on reality, and so is particularly pragmatic. Following and studying this kind of research tradition, this thesis generalizes three essential concepts of corporate strategy: "industry", "value"and "competence". "Value"(consumer value) is the main research line of this thesis. It focuses on three aspects: the premise of consumer value creation ("industry"analysis and selection), the orientation and generating process of consumer value, and the internal mechanism of consumer value generation. Attempting to investigate corporate strategy from a new perspective, this thesis makes the theoretical creation as follows: Firstly, based on Michael Porter's "5-Forces"model, it builds "S-D-R"model, which studies industry on three dimensions: "Demand", "Supply"and "Resource", and builds an multi-level, structuralized system of industrial analysis. This model changes the analysis point of view from Michael Porter's industrial structure analysis in which draws a planform of the whole industry to a perspective deep into individual enterprise. It extends the definition of "industry"and brings "resource"dimension into corporate external analysis. This model explains both the attraction and the barrel of an industry. 'S-D-R'model almost includes all the variables involved in "5-force"model, but it recombines and reforms them; it also makes some complements and additions to it. Furthermore, referring to marketing theory, this thesis starts with an analysis of the definition of value and introduces into value dimension as a practical analytical tool, and then borrows mathematic term "mapping"to describe the relationship and the linkage between consumer demand value and enterprise supply value. Therefore, it puts forward a proposition of value optimizing: as for consumer, it is to provide better, newer, and more value or reduce the cost of achieving value; as for corporation, it is to exceed opponent in consumer value (achieve competitive advantage). On the consumer aspect, this thesis utilizes a series of concepts focusing on "value", and concludes many methods to realize "differential"strategy (value creation), such as value increasing, value dividing, value merging, value extending, value "alienation", value invention, value participation. On the corporation aspect, it also concludes many methods to erase advantages of opponent, such as value destroying, value dissolution, value isolation, value creation. In this way, corporate strategy theory becomes more microcosmic and positive. Finally, on the basis of "resource-based theory", "specific resource theory"and "knowledge theory", this thesis makes a integrated definition of corporate competence: from the outside, it is the power presented with the form of value by corporation in competition and can be measured and compared by a series of distinguishable indexes; to see the inside, it is the internal mechanism of value creation: a unified structure of resource endowments, resource combination program and subject competence. This definition finely explains the relation between the external presentation and internal constitution of corporate competence, and the relation between corporate competence and "resource", ""knowledge", etc. Based on it, it can make a dissective and modular analysis of corporate competence. Based on and making use of the theories and methods in industrial organization economics, corporate economics and marketing, this thesis combines the internal and external analysis of corporate strategy research together on a core conception: "value". Deserving emphasis, this is a relative local research, that is, the theory is built on the basis of Chinese corporations'strategic experiences and apparently aims to serve Chinese corporations.