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Research on Enterprise’s Dynamic Competitive Advantage Based on the Management of Value Chain

Author: WangHongShuai
Tutor: WangZuo
School: Ocean University of China
Course: Business management
Keywords: Value Chain System Dynamic Competitive Advantages Competitive Strategy
CLC: F272
Type: Master's thesis
Year: 2011
Downloads: 127
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Abstract


Along with the rapid development of science and technology, globalization and knowledge economy, the market is frequently and constantly changing, which has become a dynamic complex environment. In such new competitive environment, companies are facing increasing uncertainty, strategic interaction between competitors significantly speed up the pace. The speed of the enterprise competitive disadvantage’s creation and destruction increases, which sharply shortens the time of maintaining the enterprise’s competitive advantages.The traditional static competition strategy usually studies the competitive advantages in a relative static environment, believing that it can change into continuous one directly. However, along with increasing of the market competition and technology invention, how to obtain the continuous competitive advantages becomes a key problem in the enterprise strategic management. Comparison of the dynamic theory of competitive advantage sufficient to overcome the shortcomings of traditional theory of competitive advantage, the dynamic changes in the environment as a prerequisite for strategic analysis, and dynamic game between the rivals as a key factor included in the analysis framework. It do need that enterprises must build up their own competitive advantage, and consider the interactive, chess-playing behaviors.As a result, from the view of dynamic complex environment and combining the Value chain management, the paper analyses the approach of the enterprise to build dynamic competitive advantages under the dynamic complex reality and objective environment. It mainly pays attention to theory and logic analysis in order to establish basement for the further empirical study and appliance, which provides a new study view and analysis way.The dissertation includes 6 chapters. The first chapter mainly introduces the research background and meaning, methods and innovation , and the structure of this thesis; The second chapter gives the definition of value chain theory and the concept of strategic management theory, research methods and development process; The third chapter analyses the dynamic competitive advantages theory; The fifth chapter states the NIKE case study of dynamic competition strategy with the guidance of dynamic competitive advantage based on value chain theory; And finally, summarizes the conclusion and follow-up research work prospects.

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