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Now nearing its 60th printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicity -- like all great breakthroughs -- Porter's analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategies -- lowest cost, differentiation, and focus -- which bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors,, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porter's rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.

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这本书首次出版于1980年，是企业战略领域的开山立派之作。 本书作者迈克尔·波特是现代最伟大的商业思想家之一，被誉为竞争战略之父。

在本书中，作者建构了一套分析框架，包括行业分析的五力模型，竞争对手的分析框架和应对竞争的三大通用战略。这些方法可以帮助企业战略制定者从繁杂的信息中跳脱出来，拓展观察竞争的视野，形成分析竞争的思路，并最终找到应对竞争的策略。

一、企业面临的竞争从哪里来？

横向的行业内竞争包括三个部分，现有竞争者之间的竞争，新进入者的威胁和替代产品或服务的威胁。

现有竞争者之间的竞争比较好理解。行业内现有企业之间的竞争就像集体分大饼，大家都想分到更多的饼。

再来说新进入者的威胁。一般来说，行业内的新进入者会给行业带来新的变化，它们的进入通常会带来两种结果：产品价格下降或者产品成本上涨。

第三大横向竞争力是应对替代产品威胁。对于行业内现有企业来说，替代产品的威胁往往是毁灭性的。比如LED灯发明出来之后，由于其出色的节能环保表现，很多国家都出台政策淘汰白炽灯。

说完了横向行业内竞争力，我们再来看纵向的产业链上的竞争力，主要包括产业链的一头一尾：买方的议价能力和供应商的议价能力。

先来说，买方的议价能力。如果某个买方购买的数量非常大，能占据卖方销售额的一定比例，那么这样的买方就有很强的议价能力。

再来看供应商的议价能力。假如供应商所在的行业由几个公司控制，且行业集中度较高，那么供应商的议价能力就很强。

这五大竞争力的强弱，共同决定了行业的结构。 行业中每家公司，也受五大竞争力的影响。

二、企业该如何分析竞争对手呢？

作者的建议可以梳理成两个步骤：

第一步，分析竞争对手的四大要素。这四大要素分别是竞争对手对自身的定位是怎样的，未来目标是什么，当前战略有哪些，以及竞争对手是否有能力达成这些目标和战略。

竞争对手不会主...

买主和买主行为：成熟期，巨大的市场+饱和+重复购买+在各种品牌间选购

衰退期：客户是对该产品非常精明的买主

本书提供了分析技巧的综合框架，它有助于一个公司对产业进行总体分析、预测产业未来的演进、理解竞争对手以及自身地位，并根据具体企业情况将这种分析转化为竞争战略。

某些产业中的竞争是用这样一些词描绘的：“像战争一样”、“痛苦的”、“残忍的”，而在另一些产业却用“礼让的”、“温文尔雅的”等词汇描绘。激烈的竞争是大量结构上的因素互相作用的结果。

1.总成本领先战略；（overall cost leadership）

2.差异化战略；（differentiation）

3.目标聚集战略。（focus）

换一种说法，即一个企业的目标是寻求避免不稳定和代价巨大的战争，这种战争对全部竞争者都有害，尽管本企业比其他企业会较好些。

最后，即便具有明显的优势，一场消耗战也往往两败俱伤，胜者同样要付出巨大代价，这样的战争最好避免。

竞争行动也是一种技巧游戏。无论企业具有什么样的资源，都可以依靠战略制定、行动选择和执行从而使效果最优。在理想情况下，根本不发生报复战斗。在寡头垄断的情况下采取的战略行动，最好被看作是企业可以动员的各种力量的精巧组合。

书籍介绍

在线阅读本书

Now nearing its 60th printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicity -- like all great breakthroughs -- Porter's analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategies -- lowest cost, differentiation, and focus -- which bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors,, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porter's rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.