论文部分内容阅读
“价格战”像媚药,看似热闹,但是结局很糙。价格战到底能不能跨越昵? 罗兰·贝格公司以中国移动通讯业为例, 提出了全新的解决之道——“超越竞争”的战略发展模式,对其它行业有着借鉴意义。 “价格战”似乎是目前许多行业竞争的主旋律。继家电、航空等行业凭借价格大打出手之后,移动行业在价格漩涡里,也被“囚徒困境”苦苦缠绕:打不打价格战已身不由己,关键是是否快人一步和力量是否更为凶猛。难道没有更好的突出重围的策略了吗?当然有,罗兰·贝格公司认为可以采用“超越竞争”的战略发展模式,成功的关键是:一是营销重心后移,“六大战法”有效巩固中高端客户;二是全面开发
“Price war ” like love potion, seemingly lively, but the outcome is very rough. Price war in the end can not cross the border? Roland Berger to China’s mobile communications industry, for example, put forward a new solution - “beyond the competition ” strategic development model for other industries have reference. “Price war ” seems to be the main theme of competition in many industries. Following the home appliances, aviation and other industries with the price hit after the fight, the mobile industry in the price whirlpool, but also by the Prisoners’ Dilemma: Worse than the price war has involuntarily, the key is whether the fast one step and strength whether More ferocious. Is there any better way to highlight the siege it? Of course, Roland Berger believes that we can use “beyond the competition ” strategic development model, the key to success is: First, marketing focus shifted, “Six World War Act ”to effectively consolidate high-end customers; second is the full development