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论文编号：	85
作者编号：	2120052320
上传时间：	2007/6/21 19:06:10
中文题目：	目: 非物质经济竞争环境研究
英文题目：	The research on the competitiv
指导老师：	王德恒
中文关键字：	非物质经济;竞争环境;竞争策略
英文关键字：	Non-material Economy;Competiti
中文摘要：	非物质经济代表了未来经济发展的趋势，与“物质经济”相比，它具有物耗最小化、智力资本密集性和个性化的特征。文章试从生产与消费相结合的角度，提出了“非物质经济”的概念，进而从总量、结构、需求和效应四个方面分析了我国非物质经济行业的发展现状。 文章的重点是运用竞争情报的理论和方法，对非物质经济竞争环境进行分析和研究。竞争环境分析是竞争情报研究的重要内容，是制定竞争战略的基础。当前，非物质经济组织所面临的竞争环境呈现出动态性、复杂性和不确定性的特征。只有在对各种关键环境因素持续监视和深入分析的基础上，才能提高组织在运作过程中的环境适应能力和快速反应能力。 按照单个组织与竞争环境的相互作用关系，文章将非物质经济竞争环境划分为三个层次，并在此基础上构建出非物质经济竞争环境分析的模型：第一层以非物质经济整体为中心，是单个组织不能控制和影响的宏观竞争环境，重点分析其中的经济、社会文化和政策技术三项环境因素，归纳总结出其中的机会和威胁因素，并运用评价矩阵的方法评估组织对宏观竞争环境变化的适应程度，进而指导组织制定有效的环境应对策略；第二层以产品为中心，是单个组织可以间接产生影响的中观竞争环境，即市场总体环境，重点分析市场需求增长率和市场竞争结构这两个环境因素，并依据产品的市场需求增长率和组织竞争能力的强弱，选择和制定相应的市场竞争策略；第三层以单个组织为中心，是与其产生直接作用关系的微观竞争环境，主要包括消费者、合作者和竞争者三个环境因素。对消费者的分析遵从顾客价值创新的战略逻辑，通过消费者满意度评价和潜在需求的发掘，实现顾客价值的提升和创新；对合作者和竞争者的分析则以竞争与合作的辩证关系为切入点，然后分别遵循合作竞争和对抗竞争的战略逻辑对合作者和竞争者进行研究。对合作者主要研究其合作模式的类型，对竞争者则从分析要素和反应预测两个方面进行研究。文章在对不同竞争环境因素本身进行分析的基础上，还提出了一些应对环境变化的竞争策略。
英文摘要：	Non-material economy represents the future economic growth and trends. Compared with the "material economy ", it has the characteristics of the smallest of the spending, intellectual capital-intensive and personality. This article tries to define the concept of “non-material economy" from the perspective of integrating production and consumption. Then, from the four aspects of total amount, structure, demand and effects, this article analyses the development of Chinese non-material economic sectors. The article focused on the competitive environment analysis of non-material economy, using the theory related to competitive intelligence. Analysis of the competitive environment is an important part of competitive intelligence research. It is the base of a competitive strategy. At present, non-material economic organization is facing a competitive environment full of dynamic, complex and uncertain features. Only on the basis of continuous monitoring and in-depth analysis of key environmental factors, can the organization improve its environment adaptability and rapid response capability. According to the interaction between the individual organization and the competitive environment, the article divides the competitive environment into three levels, and constructs a model for analyzing the competitive environment of non-material economy. The first level centers round the overall non-material economy. It is the macro competitive environment that a single organization can’t control and affect. The article analyses the three main environmental factors of economy, social and cultural, technical and policy, then from which summarizes the opportunities and threats. The evaluation matrix method is used to assess the organization adaptability to the changes in the macro competitive environment. And the assess result can guide the organization to establish an effective strategy dealing with the environment. The second level takes product as the center. It is the medium competitive environment that a single organization can indirectly impact on. The same as the overall market environment, it includes two analysis factors of market demand growth and market competitive structures. According as market demand growth and competitive capability of itself, the organization can choose corresponding market strategies. The third tier centers round a single organization. It is the micro-environment for competition which the organization can directly impact on. It includes three analysis factors of consumers, partners and competitors. Analysis of customer complies with the strategic logic of customer value innovation. Through the evaluation of consumer satisfaction and the mine of potential demand, it makes the customer to realize the value upgrading and innovation. The study of the partners and competitors takes the dialectical relationship between competition and cooperation as a focal point. Then following a strategic logic of coopetition and antagonism competition, the article analyses the partners and competitors respectively. The main research of partners is its cooperation types. The study of competitors comprises two facets of factor analysis and responses forecast. Based on the analysis of different competitive environment factors, the article puts forward a number of competitive strategies to treat with environment changes.
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