The Study On Sustained Competitive Advantage Of The Enterprise

The acquisition and continuation of enterprise competitive advantage is the question which management theory school and enterprise pay close attention to all the time. The theory scholars have already made a lot of breakthrough achievements in this respect theoretically. They probe into the internal factor from enterprise external factor, attempt to find out the source of sustained competitive advantage. Because great majority of them base on steady environment or investigate on one aspect from inside or outside business, so it is limited to instruct competition in enterprise. In the nowadays turbulent, changeable market competitive environment, the competition is multioriented, complicated, and comprehensive, so this text uses the view of systematic theory and dynamic theory on the basis of absorbing existing theory, attempt to analyse competition level as beginning, through analysis of obtaining the level of the competitive advantage way and interdynamic relation, find out real origin of and guarantee prerequisite to obtain sustained competitive advantage from the inner and outer enterprise, which has guiding function for our country enterprises' participation in international market competition after the accession to WTO. This text has been divided into four parts to describe the above questions. Part One: Competitive advantage and sustaining. The text introduces the main views in the competitive advantage theories evolution at first. Including Mason's new classical economics analysis, exogenous theory of competitive advantage with the representative of Masson & Bain's new classic economic analysis and Potter's industry competition analysis, and endogenous competitive theory with the representative of resource theory proposed by Penrose, Wernerfelt and Pahalad's core capabblity, Nelson 's evolutionary economic perspective, Barton's knowledge theory. Then in view of the characteristic of competitive advantage, put forward the meaning of sustained competitive advantage on the basis of domestic and international existing theory: First, it is the continuation of a certain concrete competitive advantage of enterprises; Second, as a whole, enterprises always have the continuation of the competitive advantage in its whole development one. So long as enterprises, as a whole, can have all competitive advantage in various kinds of environments, then we think that it has the sustained competitive advantage.Second part: Analysis on enterprise competitive advantage levels and the ways of building enterprise's competitive advantage. The article begins from these levels appearing in competition first, has analysed the ways of building competitive advantage form every level. This article has divided competitive advantage into four levels: 1.The most deep level competitive is on the basis of the distant view and strategic logic. 2. The intermediate level Competitive advantage is based on strategic resource and core capability. 3. The basic level competitive advantage is based on the enterprise business procedure and the disposal of enterprise value chain. 4. The top level Competitive advantage is based on products and market. The competitive advantage of following two level, especially competitive advantage based on products and market, can help enterprises maintain short-term competitive advantage, and make enterprises develop and put out a series of new products; And competitive advantage based on strategic resource and core capability can keep enterprises have the middle-long period competitive advantage; competitive advantage based on distant view and strategic logic is the foundation of structuring the enterprises whole competitive advantage for a long time. it has pointed out the striving direction that enterprises take action in the future. And these four levels interdynamic course between each other form the model of enterprise competitive advantage. The third part: the source of sustained competitive advantage. In this part, the article has further discussed the real strength source of suppor...