Cost-leading Strategy And Differentiation Strategy Coupling Research

With the passage of time, the business environment has undergone tremendous changes, especially in the super competitive environment and the buyer’s market of the times, enterprises are facing increasingly fierce competition from various aspects. On one hand, the contention on cheap labor and raw material among the enterprises is becoming more intense, each enterprise is also generally increasing the consciousness of process optimization and cost control, cost-leading strategy is increasing difficulty, cost reduction is a prerequisite for business survival rather than a powerful weapon for competitive advantage; on the other hand, the life cycle of the product is being shorten, the turnover rate of new technology, new process, new materials is increasing, management theory innovation will continue to emerge, differentiation strategy advantage is difficult to maintain in the long run, exclusive costs continue to increase. In addition, the consumers hope to buy products with the lowest price and value for money. Consumers also want to buy goods of high quality and a unique personality. In this case, how the enterprise with relatively low cost provide consumers with meeting the demand for personalized products. That is about the enterprise to establish the lasting competitive advantage and achieve cost controlling which is a key question the modern enterprises facing with.Because of this, the enterprise competition strategy theory research and theoretical innovation is becoming more and more important. Strategic management master Michael Port proposed three basic competitive strategies widely used. At the same time, he also presented a "stuck in the middle" theory, warning enterprises not to implement cost leadership strategy and differentiation strategy at the same time; otherwise it will lead to failure of the two strategies. However, with the passage of time and the development of science and technology and the change of economic environment, based on research and practice of the competition strategy theory, more and more scholars discover after optimization and reorganization the various factors of cost leadership strategy and differentiation strategy, enterprise can achieve having the advantages of cost leadership and the differentiation strategy, realizing the value of innovation for consumers--both low price and value for money. Not only do cost leadership strategy and differentiation strategy coupling have feasibility, but also an effective choice. To realize the value of innovation. Information technology development and progress, consumers, personalized and diversified demand, form of organizes, changing, innovation of management theory and so on, these provides important condition for the cost leading strategy and differentiation strategy coupling. At this time, the key to implement the strategy coupling is about how to unite these two aspects, making enterprises achieve effective difference and maintain low prices, maintaining an optimal coupling degree.On the basis of literature research, from the perspective of cost management, this article analyzes cost leadership strategy and differentiation strategy coupling pre-conditions, significance, methods, approaches and procedures and measures. The purpose is to provide cost leadership strategy and differentiation strategy coupling theory with beneficial supplement, and to guide enterprises how to implement cost leadership strategy and differentiation strategy coupling, gain long-term competitive advantage and control cost.This paper designs the structure and content according to the ideas of " background-theoretical analysis-case analysis, summary and reflection", and divide five chapters to expound it:The first chapter is the introduction, mainly elaborating the selected topic background, the practical value and research method, content, focusing on the research achievement domestic and foreign scholars have already gained on this issue and the innovation of this article or a little contribution.The second chapter is the theoretical basis, beginning with a cost leadership strategy and differentiation strategy theory; it elaborates single strategy applicable conditions and ways of realization. Through analyzing the risk of implementations a single strategy separately, we put forward boldly the concept, importance of two kinds of strategy coupled, and feasibility analysis.The third chapter is implementation of strategy coupling, based on the analysis of cost leadership strategy and differentiation strategy coupling theory this paper sums up that for implementing the strategic coupling the enterprise is supposed to possess modern organizational structure, leading technology and scale advantages, clear customers and innovative spirit of enterprise culture. Besides,this chapter puts forward the strategic measures, approaches and coupling program, existing problems of our enterprisesThe fourth chapter is case analysis; take F Company as an example, laborating an enterprise how to carry out strategy coupling.The fifth chapter is the conclusion and suggestions, through analyzing the actual case implementations the strategy coupling, we sumes up the strengths and shortcomings of cost leading strategy and differentiation strategy coupling, puts forward some suggestions, the research limitations and the next research direction.The paper adopts methods combined normative research and case research. The normative research provides theoretical explanation and guidance, using the case to prove the theory, combining cost theory and management theory with our country enterprises actual case. Based on the single competitive strategy risk analysis, we come up with cost leading strategy and differentiation strategy coupling theory from the angle of cost management and through the case of strategic coupling further demonstrating the theory; finally this paper puts forward its own constructive views from the promotion enterprise strategy coupling angle.In this paper the little contribution mainly have the following several points:(1) This paper summarizes the predecessors related elaboration of the cost leadership strategy and differentiation strategy coupling, and finds out the entry point from the cost management perspective conducting in-depth study.(2) In combination with the basic theory of competitive strategy, based on the cost management of a single strategic risk analysis, the paper boldly puts forward the concept of basic competitive strategy coupling, and discussing the relevant coupling theory and implementation.(3) This paper divides the strategic ways of coupling; the author thinks that the strategy coupling can be realized in the areas of resource, organization, products and sales.