A Study On Enterprise Ecologic Competitive Strategy Based On Value Innovation

With the economic globalization, quick development of market economics,the competition between enterprises has developed from benign competition intohostile competition. The relationship of enterprise and customer has beenchanged essentially with the change of competitive relationship. Nowadays, ifenterprises want to succeed, they should adapt to new strategic perspective,create and deliver satisfactory customer value to customers, control andoptimize enterprise's niche, practice ecologic competitive strategy.Based on the value innovation theory and the niche theory, this paper buildsthe connection between value innovation and enterprise's niche and deduces outthe essence of enterprise hostile competition, that is the result of grave overlapbetween enterprise's niches. In the main part of paper, it analyses firstly theprinciple, position, content and procedure in detail. Among them, the contentpart designs six competitive strategies that adapt to modem enterprisedevelopment needs, on the basis of studying niche changes. Six competitivestrategies are malpositive management strategy, value innovation strategy,resource controlling strategy, integrative lifting strategy, collaborativecoexistence strategy and coordinative evolution strategy. Secondly, the paper discusses the implementation, valuation and ensuring measures of competitivestrategies. They are the necessary part in the process of working out strategies.Finally, the paper analyses a state-owned enterprise as a demonstration, in orderto testify the feasibility that Chinese enterprise putting ecologic competitivestrategies into practice.This paper tries to apply the value innovation theory and the niche theory tothe building of ecologic competitive strategy, so as to offer a deeper theory basisto the frame and content. We wish this paper will contribute to Chineseenterprise's strategy practices.