| Since 2008, under the global financial crisis, the external environment faced by the enterprises has more and more volatility. Such turbulent external environment give a shock to China's domestic enterprises, especially the exports manufacturing enterprises, so as to withstand the enormous pressure, and some companies even facing the risk of failure. So enterprises want to resume to development from the financial crisis as soon as possible and has a certain competitive advantages and maintain good operating performance, the enterprises need to well adjust strategy to adapt to the turbulent environment.To take any of the three basic strategies could make enterprises have a competitive advantage, and to sustain competitive advantage will lead to continued operating performance (Porter,1980).However, enterprises choose what kind of competitive strategy on earth in order to obtain better results, this is the focus of theory and practice.In this paper, through the summary and analysis of the competitive strategy, competitive advantage and enterprise performance, we put forward a project on competitive strategy, competitive advantage which impact on enterprise performance exploratory. The article uses part manufacturing data and factor analysis, principal component analysis and multiple regression analysis which empirically analyzes how different types of strategies (Low-cost strategy and Differentiation strategy) affect the competitive advantage and enterprise performance. Through hypothesis testing analysis, it shows that Low-cost strategy and Differentiation strategy both have an impact on competitive advantage and enterprise performance, and different strategy has different effects: Low-cost strategy is better than differentiation strategy. Finally, based on competitive strategy perspective, we put forward proposals that enhance their performance so as to provide guidance. |
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