文献类型：期刊文献

中文题名：基于纵向差异化的价值创新战略

英文题名：Value Innovation Strategy Based on Vertical Differentiation

作者：于立宏[1];郁义鸿[2]

机构：[1]华东理工大学商学院,上海200237;[2]复旦大学管理学院,上海200433

年份：2007

卷号：33

期号：1

起止页码：43

中文期刊名：经济管理

外文期刊名：Business and Management Journal ( BMJ )

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2004】；社科基金资助期刊;CSSCI:【CSSCI2006_2007】；

语种：中文

中文关键词：客户价值;价值创新;纵向差异化

外文关键词：consumer＇ s value; value innovation; vertical differentiation

摘要：本文从客户价值与成本两个维度对价值创新战略进行了分析,提出了基于纵向差异化的价值创新战略,即通过提高产品或服务质量来提升客户支付意愿。这往往需要增加成本。然而,客户价值的增加要超过企业的增量成本,进而能够实现企业价值的最大化(简称为高端战略)。在我国已经具有过剩经济特征,并正向全面小康社会发展的大背景下,高端战略具有重要的实践价值。本文对高端战略与蓝海战略(同时实现产品横向差异化和降低成本)的成本收益的权衡进行了比较,最后,通过典型案例的分析,对高端战略的实施路径进行了讨论。
This paper analyses the product differentiation strategy from two dimensions： the consumer＇s value and cost, and suggests the value innovation strategy based on vertical differentiation, which means that increases consumer＇ s value by improving quality of products or services. Although these may result in incremental cost, incremental consumer＇ s value may be larger than the incremental cost, so that the companies＇ value maximization can be achieved （called ＂high-end strategy＂ ）. Under the environment of China＇ s surplus economy and building moderately prosperous country in an all-round way in China, high-end strategy has an important practical value. The paper compares the revenue and the cost of high-end strategy and Blue Ocean strategy （achieving horizontal differentiation and lowering cost at the same time）. At last, the paper discusses the practical way for implementing high-end strategy by analyzing two typical cases.