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LI TH CNH TRANHChng 4

4.1. KHI QUT V LI TH CNH TRANH Nhng li th c doanh nghip to ra v s dng cho cnh tranh th c gi l li th cnh tranh.

Li th cnh tranh cn c hiu nh l cc c im hay cc bin s ca sn phm hoc nhn hiu, m nh c chng doanh nghip to ra mt s tnh tri hn, u vit hn so vi nhng ngi cnh tranh trc tip.1. Khi nimMt cng ty c xem l c li th cnh tranh khi t l li nhun ca n cao hn t l bnh qun trong ngnh. V cng ty c mt li th cnh tranh bn vng khi n c th duy tr t l li nhun cao trong mt thi gian di. Hai yu t c bn hnh thnh t l li nhun ca mt cng ty, v do biu th n c li th cnh tranh hay khng, l: lng gi tr m cc khch hng cm nhn v hng ho hay dch v ca cng ty, v chi ph sn xut ca n.

KHI QUT V LI TH CNH TRANH2. Bn cht ca li th cnh tranhvPCV-PP-CV : Gi tr i vi khch hngP: GiC: Chi ph sn xutV- P : Thng d ngi tiu dngP-C: Li nhun binGi tr cm nhn ca khch hng l s lu gi trong tm tr ca h v nhng g m h cm thy tha mn t sn phm hay dch v ca cng tyPhn chnh lch gia gi tr m khch hng cm nhn v nh gi v sn phm ca cng y vi gi m cng ty c th i hi v sn phm, dch v ca mnhCc cch thc m cng ty c c li th cnh tranh. 2. Bn cht ca li th cnh tranh4.2. CC KHI C BN TO LI TH CNH TRANHHIU QUCHT LNGCI TINP NG KHCH HNGMt cng ty p ng khch hng tt phi c kh nng nhn din v tho mn nhu cu khch hng tt hn so vi cc i th cnh tranh. C nh vy khch hng s cm nhn gi tr sn phm ca cng ty, v cng ty c li th cnh tranh trn c s khc bit.

C 4 kha cnh th hin kh nng p ng khch hng ca doanh nghip S ci thin v cht lng sn phm. Cung cp cc hng ho v dch v theo nhu cu c o ca cc khch hng hay nhm khch hng c bit. Thi gian p ng khch hng nhanh nhy. Thit k vt tri, dch v vt tri, dch v hu mi v h tr vt tri.

4.3.NGUN GC CA LI TH CNH TRANHU VIT

Hiu qu Cht lng Sng to Kh nng p ng khch hngKhc bit hoChi ph thpNNG LC CT LI L cc ngun lc v kh nng ca doanh nghip c s dng nh ngun to ra li th cnh tranh Mt nng lc ct li (nng lc to s khc bit) l sc mnh c o cho php cng ty t c s vt tri v hiu qu, cht lng, ci tin v p ng khch hng, do to ra gi tr vt tri v t c u th cnh tranh. Cng ty c nng lc ct li c th to ra s khc bit cho cc sn phm ca n hoc t c chi ph thp hn so vi i th. Vi thnh tch n to ra nhiu gi tr hn i th v s nhn c t l li nhun cao hn trung bnh ngnh. Nng lc ct li pht sinh theo thi gian thng qua qu trnh hc tp, tch lu mt cch c t chc v cch thc khai thc cc ngun lc v kh nng khc nhau4.4. XY DNG LI TH CNH TRANH c c li th cnh tranh i hi Doanh nghip phi hot ng tt trn bn phng din c bn Hiu qu cao hn Cht lng cao hn i mi nhanh hn p ng cho khch hng nhanh nhy1. TIU CHUN CA LI TH CNH TRANH BN VNGTiu chunNi dungng giGip DN ho gii cc e do v khai thc c hiHimKhng c trong nhiu i thKh bt chcV lch s: Vn ho v nhn hiu c oNhn qu khng r rngTnh phc tp x hiKhng thay th Khng c chin lc tng ng4.5. PHN TCH TNH LU BN CA LI TH CNH TRANH2. CC KT CC CA VIC KT HP CC TIU CHUN BN VNGng giHimKh bt chcKhng thay thKt ccKhng KhngKhngKhngBt li cnh tranhCKhngKhngKhng /CBnh ngCCKhngKhng /CLi th cnh tranh tm thiC

C

C

CLi th cnh tranh bn vng3. BN CA LI TH CNH TRANH Ro cn bt chc

Nng lc ca i th cnh tranh

Tnh nng ng ca ngnhBt chc ngun lc Bt chc kh nng

4.6. LA CHN LI TH CNH TRANH(1)(2)(3)(4)(5)(6)(7)Li th cnh tranhV tr ca doanh nghip(1-10)V th ca i th cnh tranh (1-10)Tm quan trng ca vic ci thin v th (H-M-L)Tnhkh thi v tc (H-L-M)Kh nng ca i th cnh tranh ci thin v th (H-M-L)Bin php xutCng ngh88LLMGi nguynChi ph68HMMTheo diCht lng86LLHTheo diDch v43HHLu t 4.7. DUY TR LI TH CNH TRANH4.8. NHNG V KH CNH TRANH CH YU

1- Cnh tranh v sn phm

2. Cnh tranh v gi

3. Cnh tranh v phn phi v bn hng

4.Cnh tranh trn c s nm bt thi c th trngCNH TRANH V SN PHMCNH TRANH V GI- Chi ph thp. Kh nng bn hng tt Kh nng v ti chnh tt.

CNH TRANH V PHN PHI V BN HNG Kh nng a dng ho cc knh v chn c knh ch lcTm c nhng ngi iu khin mnhC h thng bn hng phong ph.C nhiu bin php kt dnh cc knh li vi nhau. c bit nhng bin php qun l ngi bn v iu khin ngi bn .C nhng kh nng hp tc gia ngi bn trn th trng, c bit l trong cc th trng ln.C cc dch v bn hng v sau bn hng hp l.CNH TRANH TRN C S NM BT THI C TH TRNG