Evaluation Of Enterprise Competitive Advantage Sources

With the deteriorating market competition and rapid economic globalization,enterprises meet new opportunities and threats all the time.In order to maintain and enhance the competitive advantage,and achieve the long-term and moderate development,enterprise must formulate strategic planning that meets its own development according to the internal and external environment.At the same time,enterprise's strategic planning is closely related to the development stage.The strategic planning is obviously different when enterprise is in different stages of its life cycle.Therefore,the enterprise's competitive advantage sources need to be studied from strategic development stages.The enterprise's strategic planning can be presented by the business model.For the sake of gain competitive advantages,enterprises must clear their strategic planning and business models at each strategic stages.As one of the outstanding contributors to China's GDP,Chinese home appliance companies have naturally become the object of study for many scholars.This paper is no exception.At present,there are few literatures that deeply analyze the competitive advantage sources of home appliance companies from the perspective of business model,and most of them were qualitative analysis.Therefore,we use strategic planning as a starting point and rely on the business model to qualitatively and quantitatively study competitive advantage sources in each strategic development stages.In this paper,based on Haier Group and TCL Group,the objects of research and evaluation,with eight Chinese home appliance enterprises listed in Shenzhen and Shanghai listing as reference units,around the theme of "enterprise's competitive advantage sources",this paper studied:(1)the qualitative research of strategic planning and business model in each strategic development stages about Haier Group and TCL Group;(2)the quantitative study and comparative analysis of the competitive advantage sources about Haier Group and TCL Group.On the basis of comprehending the status and contents of the research,first,this paper summarized the strategic planning of two enterprises,and used Osterwalder's nine palace canvas to draw the business models of each enterprise's strategic development stages.Secondly,using the quantitative method,we described the profits changes of enterprises from the input-output perspective,in accordance with production theory and the theory of index numbers,we decomposed changes in profits into quantity effect and price effect,the former was aggregated into the activity effect,the technological innovation effect and the operational efficiency effect with the DEA-BCC model.Finally,the quantitative results were analyzed with the nine palace canvas.The following conclusions were drawn:(1)the qualitative research showed that the strategic planning in each strategic development stages about Haier group and TCL group has basically the same,but the specific business model implementation existent difference;quantitative research results showed that(2)Haier group profits increased year by year,the quantity and price effect were positive,the activities were the enterprise's competitive advantage sources and showed positive performance;(3)TCL group profits decreased year by year,the quantity effect was negative,the price effect was positive,negative effect of activities was the key reason lead to lower corporate profits;(4)the successful implementation of business scope and operation scope expansion is the first source of competitive advantage for enterprises;technological innovation is new competition point in the industry competition;how to improve the operating efficiency of enterprises is an issue that needs urgent attention and solution.