Study On Construction's Enterprises Competitive Advantage Based On Value Migration

The world has been going through big changes under the impact of the knowledge economy since 1990s. During this period some famous global companies failed because they did not take timely strategies. More and more cases prove that a successful and energetic company should be sensitive to the changes in environment and keep coming up with new ideas. The nature of strategy is adaptation. No matter it is passive or active. Norman .Augustine, board chairman and CEO of Lockheed Martin Company, pointed out:" There are only two kinds of enterprises, enterprises of one kind change, another kind are eliminated through competition" Clarke thought further:" From the nature, enterprise development is to change. The existence and development of enterprises depend on distinguishing changes in environment and market and taking fast Countermeasures." In today's fierce market competition, only those companies who are good at changing can get more developing opportunities and survival space.In this uncertain period, Chinese companies are not only under the impact of knowledge economy but also constrained by the transition of economic system and structure. This increases the uncertainty of the environment Chinese companies are facing and also causes value migrations between different industries and enterprises which lead to many hot issues such as industry updating, multinational competition and global management's reform and innovation. Chinese companies are facing the unprecedented reforming challenges.In today's companies' strategies the important survival principle of sustained operation is the effective response to the changes in the environment. Therefore, in recent years, Chinese companies need to get rid of the constraint of traditional ideas and come up with effective strategy reforms in order to survive in this dynamic, fast changing, and complicate market environment through paying attention to the value migration. That is also a significant task for scholars and enterprises.After reviewing the relevant theories of value-migration and competitive advantage, through the study of principle and law of value migration, this paper brought up effective measures for enterprises to foresee the value migration, better the competitive strategy and operation tactics, thus make enterprises obtain the ability to discover the profit area, promote the ability to make their operation tactics suit customers' demand preference, and obtain competitive advantage. The author also established the analysis framework for analyzing the factor and route of value migration and enterprise change, then brought up some measures for Chinese enterprises how to face value migration. Finally the author utilized positive analysis to test and verify the evaluation system that put forward in the paper through the analysis of value migration of China's automobile industry and the case analysis of Dongfeng Peugeot Citroen Automobile Company.This paper is divided into six chapters. Chapter 1 is introduction. It mainly illustrates the research purpose, meaning, content, approach and the paper's research summary. Chapter 2 summarizes the theoretical foundation of this paper, including value migration theory, competitive advantage theory .Chapter 3 analyses the route for enterprises to establish competitive advantage based on value migration. Chapter 4 puts forward measures for enterprises to establish competitive advantage based on value migration. Chapter 5 sets up evaluation system for establishing competitive advantage based on value migration. Chapter 5 is Positive analysis.Through the research of value migration theory and competitive advantage theory, and the analysis of strategic change for establishing enterprises' competitive advantage on basis of value migration, this text thinks that enterprises should change to obtain competitive advantage in the uncertain era. So enterprises should expand the competition vision, master the change of the competition focus, pay close attention to the transformation of customer's demand and partiality, enterprises regarding customer as the centre design.