市場(chǎng)競(jìng)爭(zhēng)與競(jìng)爭(zhēng)戰(zhàn)略市場(chǎng)營(yíng)銷(xiāo)

市場(chǎng)營(yíng)銷(xiāo)西安交通大學(xué)管理學(xué)院主講教師：范高潮

2006.2.13第9章市場(chǎng)競(jìng)爭(zhēng)與競(jìng)爭(zhēng)戰(zhàn)略9.1市場(chǎng)競(jìng)爭(zhēng)分析9.1.1市場(chǎng)競(jìng)爭(zhēng)環(huán)境分析1.市場(chǎng)結(jié)構(gòu)分析市場(chǎng)結(jié)構(gòu)按競(jìng)爭(zhēng)程度不同劃分為四種主要形式：完全競(jìng)爭(zhēng)市場(chǎng)、壟斷競(jìng)爭(zhēng)市場(chǎng)、寡頭壟斷市場(chǎng)、完全壟斷市場(chǎng)。四種市場(chǎng)狀態(tài)之間的差異如下圖所示：第9章市場(chǎng)競(jìng)爭(zhēng)與競(jìng)爭(zhēng)戰(zhàn)略第烈9恭章籌市文場(chǎng)勤競(jìng)津爭(zhēng)汽與綱競(jìng)氣爭(zhēng)留戰(zhàn)冊(cè)略2別.版行斤業(yè)予特阻征存分溝析重襯點(diǎn)趣為家：眉行行業(yè)耳進(jìn)康入上及錘行押業(yè)赴內(nèi)縣流駛動(dòng)求條境件水、精行瓣業(yè)捆退悲出牙及行覆業(yè)餓內(nèi)傭收胞縮扣條脅件9伐.近1構(gòu).蠟2木競(jìng)還爭(zhēng)擠者糾識(shí)動(dòng)別1情.右產(chǎn)輸品臂導(dǎo)額向敏識(shí)乓別餅：藍(lán)企然業(yè)非僅糊把劑那篩些飾與才自懼己得生闖產(chǎn)晃同翅一曲品加種或還規(guī)吳格喘產(chǎn)潤(rùn)品峰的墨企慚業(yè)豆視愚作競(jìng)競(jìng)岡爭(zhēng)郊對(duì)肢手帶（隔產(chǎn)轉(zhuǎn)品爐供吉不斬應(yīng)謀求它、企羅業(yè)著實(shí)鄙力常不卷足脅、弟無(wú)遮法提更呀新釘產(chǎn)底品君時(shí)悅采殺用副此愁法丘識(shí)料別坦競(jìng)增爭(zhēng)者姐。范營(yíng)梨銷(xiāo)竿策棟略佳：筆市待場(chǎng)方滲蘭透頃、脊市憑場(chǎng)朽開(kāi)犬發(fā)助。堵）第向9銅章尚市簡(jiǎn)場(chǎng)輝競(jìng)拔爭(zhēng)煩與落競(jìng)睬爭(zhēng)趨戰(zhàn)低略2急.貞技窮術(shù)市導(dǎo)近向失識(shí)輩別架：昌企儀業(yè)渣把雖所悠有櫻與丟自摟己謀使興用吩相非同對(duì)技崗術(shù)錫、生碌產(chǎn)榆同產(chǎn)類(lèi)龜產(chǎn)住品但的自企李業(yè)德作肥為抹競(jìng)對(duì)爭(zhēng)痕對(duì)敞手予。（纏企失業(yè)容某盟些貪具該體毒種瓦類(lèi)孝產(chǎn)刑品亦供椒過(guò)覽于稀求垂，但機(jī)不場(chǎng)同慢花再色裁品濤種件的始同喊類(lèi)料產(chǎn)撞品網(wǎng)仍指有弊相對(duì)窄良堅(jiān)好勻的池發(fā)豬展壁前晃途疤采輩用殃此跑法晉。鑰營(yíng)砌銷(xiāo)重勿點(diǎn)棒：排產(chǎn)矛品擠改瘡良寇和紹一杠體塑化典。襯）3堪.槽顧換客距導(dǎo)膛向挎識(shí)描別棗：頃企姨業(yè)挑以匠能擦否朋滿(mǎn)耕足趟某適一善顧朽客壞群萌體銳的針需要頸作抗為急識(shí)懼別踏競(jìng)聾爭(zhēng)狼者弟的妥依跟據(jù)主。第譜9嬸章垃市樂(lè)場(chǎng)醋競(jìng)跡爭(zhēng)助與盆競(jìng)男爭(zhēng)則戰(zhàn)降略4宅.淘需哈求農(nóng)導(dǎo)劑向俗識(shí)詢(xún)別休：焰企風(fēng)業(yè)罷將坦能樣否驚有房誠(chéng)效使?jié)M子足典顧促客物的捎某區(qū)項(xiàng)鞠需求獄作極為扁識(shí)蘭別仿競(jìng)績(jī)爭(zhēng)鴨者澡的滴主冤要軌依束據(jù)（犧企旁業(yè)疫面島對(duì)壓市凳場(chǎng)頁(yè)商修品漸供腥過(guò)霸于后求邀，們且圖自身太有倒較稻強(qiáng)款的燒投訓(xùn)資葡能瓣力鎖及漲運(yùn)括用葉不旱同市技術(shù)婚的畫(huà)能塔力遭和仍經(jīng)遮營(yíng)腫促藍(lán)銷(xiāo)奶各掩類(lèi)帶產(chǎn)晌品屑的蜜能力硬采咽用績(jī)此菠法悔。胃）前水兩麻種者方鍬法傭識(shí)遮別點(diǎn)結(jié)駱果宅過(guò)流于勿狹旅隘跟，搶容鼻易愉使愚企鋸業(yè)砍忽辟視神可泡能頗地具謊威釋脅昂的裂已之經(jīng)爹存催在矮的泳競(jìng)歷爭(zhēng)追對(duì)厲手拐，禾但贈(zèng)在燃明曉確棟具典體縫企晝業(yè)的謙競(jìng)伴爭(zhēng)比者耐性傍質(zhì)席時(shí)都仍排有點(diǎn)幫撓助慶，鴨而勒后槐兩菜者閣方甜法男識(shí)墳別她結(jié)粘果寺對(duì)企零業(yè)廚而喇言丈意稱(chēng)義旁更領(lǐng)為燥重掏大視。第涂9舊章貓市才場(chǎng)鄰競(jìng)殲爭(zhēng)框與獨(dú)競(jìng)練爭(zhēng)鵝戰(zhàn)扒略9泊.株1橡.纖3蠟判螺定土競(jìng)鎮(zhèn)爭(zhēng)匪者壤的辮戰(zhàn)視略決和皮目到標(biāo)1穩(wěn).確奇定柏競(jìng)橫爭(zhēng)宿者針的胸戰(zhàn)凡略2昂.居判竹定片競(jìng)蘿爭(zhēng)拴者惕的熄目屆標(biāo)企譜業(yè)猛最央接目近戀的鐮競(jìng)逝爭(zhēng)轉(zhuǎn)者溪就浙是肌那屯些峰與許企視業(yè)低采紋用侵相菌同速戰(zhàn)原略催并且犧追駝逐驗(yàn)相深同倉(cāng)目道標(biāo)計(jì)市摧場(chǎng)肝的諷企猴業(yè)萍，躁即失與熔企臥業(yè)著處紗于鉆相辨同尼戰(zhàn)涉略集襯群憲的屑企斯業(yè)圈。員區(qū)踩分鐘戰(zhàn)補(bǔ)略工集雞群視通粥常緞只掏需汪做單簡(jiǎn)嘆單聯(lián)分毒析泊即啦可發(fā)傻現(xiàn)躲如合下軋情浴況松：患不核同仆的柜戰(zhàn)催略染集羞群銀的戲進(jìn)膽入襯與用流乳動(dòng)約障旁礙烏不同芽；橡同流一舞集廁群么內(nèi)慌的邪競(jìng)衡爭(zhēng)腸最碧為嘴激廁烈?guī)r；欺不站同側(cè)集物群霜之闊間壤也決經(jīng)常陷發(fā)漿生厲相幻玉互追對(duì)當(dāng)抗分。第羅9殘章唉市椅場(chǎng)穿競(jìng)或爭(zhēng)椒與貌競(jìng)善爭(zhēng)火戰(zhàn)諸略9末.牧1娃.畜4祖評(píng)找估咽競(jìng)癢爭(zhēng)飄者丙的編實(shí)炸力盤(pán)與敏反走應(yīng)1統(tǒng).況評(píng)瀉估扣競(jìng)毀爭(zhēng)導(dǎo)者典之賤優(yōu)菠劣檢勢(shì)2晶.故評(píng)披估揮競(jìng)條爭(zhēng)繳者章的反割應(yīng)課形唉態(tài)沉匠默餐型侄競(jìng)遷爭(zhēng)仔者選越擇裂型燙競(jìng)吐?tīng)?zhēng)梨者勇咸猛初型植競(jìng)紫爭(zhēng)亮者隨僻機(jī)確性貌競(jìng)督爭(zhēng)電者第針9鹿章磁市元場(chǎng)晚競(jìng)港爭(zhēng)聽(tīng)與貸競(jìng)書(shū)爭(zhēng)繼戰(zhàn)季略9奔.項(xiàng)2票確云定額競(jìng)檔爭(zhēng)發(fā)對(duì)辱象9裂.閣2重.布1唇確磁定琴攻悅擊粗對(duì)隙象器和邪防瓜御塞對(duì)孔象企蔽業(yè)巡壽要蔬做舍出窄的非選膀擇林針陣對(duì)輩以嘆下撕幾算種攻情拾況德：1井.農(nóng)攻溜擊肥強(qiáng)雕者印還謠是末弱蜓者2秀.辦攻毅擊且遠(yuǎn)姨競(jìng)遮爭(zhēng)應(yīng)者逝還布是沙近伯競(jìng)顆爭(zhēng)希者3球.咳攻維擊兼良取性么競(jìng)飛爭(zhēng)究者臣還閣是污惡膚性允競(jìng)網(wǎng)爭(zhēng)酬者9撓.盾2植.燦2拜競(jìng)圾爭(zhēng)售取麻勝疫之快道釘?shù)呐R選賠擇產(chǎn)裁品桃創(chuàng)捎新妹取怨勝挺、爛產(chǎn)生品居質(zhì)笑量駛?cè)＄R勝扇、制價(jià)末格遠(yuǎn)取燦勝浩、全技鉆術(shù)領(lǐng)么先嚇取案勝痕、輩服藏務(wù)僅取送勝蛾、初快甲速桐取逃勝醒、牌促掘銷(xiāo)爪取桌勝第張9脫章正市稱(chēng)場(chǎng)光競(jìng)塘爭(zhēng)開(kāi)與籮競(jìng)肚爭(zhēng)梯戰(zhàn)古略9滿(mǎn).輛3圓市雹場(chǎng)確競(jìng)伐爭(zhēng)貼戰(zhàn)跟略噸選閉擇9約.洗3轉(zhuǎn).扁1頑市老場(chǎng)芹領(lǐng)請(qǐng)導(dǎo)猴者冷戰(zhàn)偏略核撿心赴是穿保鎖持季其膝領(lǐng)刃導(dǎo)仍地烘位位，燭為燦此滑應(yīng)今采壞取柱三甩方鞋面夫的姿行妨動(dòng)撈：擴(kuò)植大撲整瓶個(gè)徹市哲場(chǎng)籠規(guī)乞模卸；保爭(zhēng)護(hù)臭現(xiàn)監(jiān)有菠市墓場(chǎng)援份浸額下；擴(kuò)滅大披市澤場(chǎng)猶份熄額胡。發(fā)芹掘閣新片用銅戶(hù)棋、煌尋膛找淺新夜用嘉途腎、悼擴(kuò)針大立使診用忙量以午攻耕為表守垮、居攻母守勉兼嶼備蒙、帆陣紫地徐防直御顆、如側(cè)芝翼管防室御找、取機(jī)動(dòng)傲防稼御抬、燭收絹縮指防刃御選底擇痕合從理利的雄營(yíng)逮銷(xiāo)谷組貧合回、萍注板重印新便產(chǎn)娘品喚開(kāi)筒發(fā)使及粥品舒質(zhì)舉管理經(jīng)、覽控挎制浩經(jīng)慨營(yíng)通成型本級(jí)、拍防紀(jì)止結(jié)外想部費(fèi)環(huán)永境萬(wàn)影宗響第偽9疼章握市侄場(chǎng)方競(jìng)央爭(zhēng)田與塊競(jìng)裁爭(zhēng)儉戰(zhàn)樓略9府.控3怨.納2主市差場(chǎng)嚇挑鎖戰(zhàn)促者斷戰(zhàn)使略確永定任戰(zhàn)握略掠目洲標(biāo)你和許挑斑戰(zhàn)開(kāi)對(duì)引象胃、選老擇洲挑憲戰(zhàn)沫戰(zhàn)走略眠形耽態(tài)攻偉擊鍵市藍(lán)場(chǎng)口領(lǐng)栗導(dǎo)擁者舅；正皂面媽進(jìn)逢攻攻敬擊泳與概自帖身合規(guī)居模位相潔當(dāng)醋，側(cè)護(hù)翼話(huà)進(jìn)閣攻但傅經(jīng)愛(ài)營(yíng)絡(luò)不妻善月、濟(jì)財(cái)鍋力爽短類(lèi)缺鹽的熄企竄業(yè)柜；保竊衛(wèi)矮進(jìn)精攻攻臉擊選規(guī)灶模熱較宅小姑、慮經(jīng)毒營(yíng)臥不搬善勢(shì)企剃業(yè)迂嫌回紗進(jìn)齒攻游燙擊抱進(jìn)萬(wàn)攻第奸9色章咸市樂(lè)場(chǎng)神競(jìng)來(lái)爭(zhēng)催與倒競(jìng)雄爭(zhēng)蜂戰(zhàn)露略9色.喚3席.糟3未市恥場(chǎng)趟追民隨莊者是戰(zhàn)心略緊虹密刮追某隨梨、有潛距步離幅追叫隨沙、有橫選甜擇井追鵲隨企偷業(yè)廳在們盡胃可茫能翁多趁的饞細(xì)納分蔥市競(jìng)場(chǎng)懂和察營(yíng)勢(shì)銷(xiāo)淹組綿合鹽領(lǐng)廚域眾中兵全膛面藏模仿擴(kuò)領(lǐng)蚊導(dǎo)慰者蠶，亂完項(xiàng)全痕不蜂去般設(shè)意法詳創(chuàng)注新爬。在技基槳本嬌方材面比會(huì)國(guó)模鞠仿庭領(lǐng)爹導(dǎo)棚者痛，愈但逃又認(rèn)與剩其寇保躬持熟一雖定溝的蘿差異何，劃只偵要男不欣對(duì)毫領(lǐng)遺導(dǎo)霸者徹主編動(dòng)逮進(jìn)明攻緊，救通稈常兔領(lǐng)孔導(dǎo)夜者仿會(huì)腎保局持屬足夠究的訪(fǎng)寬臭容公。這辮類(lèi)捕企叼業(yè)全在惰部痛分即領(lǐng)傻域戀緊廊跟舍領(lǐng)蘆導(dǎo)積者甩，濾而圣在獻(xiàn)其秒他猶領(lǐng)邀域挺則偷可能霞自真行依其棕是質(zhì)。次他肚們正會(huì)熄有倦選抬擇屈改紙進(jìn)獨(dú)領(lǐng)擁導(dǎo)冷者刷的兼產(chǎn)重品跨、差服飲務(wù)或衣?tīng)I(yíng)儲(chǔ)銷(xiāo)旬戰(zhàn)滿(mǎn)略京，繁也圈可倦能裹選庸擇律不樣同形的叉市內(nèi)場(chǎng)意區(qū)技劃溝。第民9帆章玻市盛場(chǎng)國(guó)競(jìng)獸爭(zhēng)初與碎競(jìng)肺爭(zhēng)貿(mào)戰(zhàn)獄略9肉.蔬3礦.翼4冠市轉(zhuǎn)場(chǎng)持補(bǔ)咱缺烏者筒戰(zhàn)清略大刺多眾數(shù)精行飄業(yè)畝都無(wú)存皂在嚇的模一爪些音小顏企秧業(yè)椅，役他膀們窯專(zhuān)鞠門(mén)嶼為辛較蒙小渴的料市才場(chǎng)粗區(qū)妙劃忌提侮供佛專(zhuān)毒業(yè)哀化吉的坐產(chǎn)座品鳥(niǎo)和環(huán)服邊務(wù)獻(xiàn)。鴉戰(zhàn)劉略嗽要援點(diǎn)逗在針于基尋握求膽合聽(tīng)適第的踢市績(jī)場(chǎng)寒和盒確嚷定絮合劍理聞的辣戰(zhàn)扯略薄形您態(tài)琴。小廳區(qū)騰化妥的適選衛(wèi)擇兆、競(jìng)壯爭(zhēng)押戰(zhàn)張略鄙形忘態(tài)涼選廁擇特價(jià)征該木區(qū)遣劃愉有晴足淹夠崗的蠅規(guī)專(zhuān)模潑和誰(shuí)購(gòu)產(chǎn)買(mǎi)訂力該訊區(qū)定劃廈有顧成亮長(zhǎng)誕潛教力該梢區(qū)室劃補(bǔ)對(duì)亞企雁業(yè)證的出重傅要顏競(jìng)恰爭(zhēng)錄者童不學(xué)具斷有驢吸阻引釘力企忌業(yè)油擁晌有敏充著裕圍的五資著源縣和窩能亂力鈔為組該藏區(qū)央劃緞提聚供晌產(chǎn)謊品開(kāi)和裕服樓務(wù)企季業(yè)捐在載該辦區(qū)腸劃乒中型能屠夠貫依顆靠掩良慣好曲的復(fù)顧繁客雪信琴譽(yù)閣穩(wěn)長(zhǎng)定猴自賄身排地肆位券，歪抵漫御根競(jìng)驗(yàn)爭(zhēng)瓦者搜的永攻億擊既。第枝9痛章喂市穴場(chǎng)簡(jiǎn)競(jìng)撤爭(zhēng)銅與錫競(jìng)榨爭(zhēng)大戰(zhàn)臘略市招場(chǎng)謙補(bǔ)畫(huà)缺鋪戰(zhàn)印略微的雁關(guān)靈鍵析是壞設(shè)之法憑實(shí)族現(xiàn)億專(zhuān)沒(méi)業(yè)堵化撥發(fā)漸展庫(kù)，途棚經(jīng)詢(xún)有金：?jiǎn)巫顧呀K絲式用先戶(hù)氣專(zhuān)顆業(yè)接化受、孩垂柄直兆專(zhuān)匪業(yè)參化素、穿顧撲客規(guī)胡模獄專(zhuān)幸業(yè)饅化雷、亡特提定似顧欠客伶專(zhuān)倉(cāng)業(yè)率化患、祖地漠理覺(jué)市直場(chǎng)礙專(zhuān)文業(yè)化尤、貍產(chǎn)音品闖或銹產(chǎn)冬品哥線(xiàn)打?qū)Ｕ硺I(yè)靈化疤、妨產(chǎn)藥品宜特蕩色章專(zhuān)顧業(yè)景化枕、客剛戶(hù)蠟訂絨單熟專(zhuān)姻業(yè)另化槽、逼質(zhì)宏量扎-芒價(jià)盜格芬專(zhuān)瓦業(yè)劫化析、推服企務(wù)橋?qū)I(yè)姜化膀和艦銷(xiāo)富售壞渠草道隆專(zhuān)得