Porter's matrix ntawm tus piv txwv ntawm lub koom haum

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Kev sib tw hauv kev lag luam yog txiav txim siab los ntawm kev ua lag luam kev sib tw ntawm ntau lub koom haum raug cai thiab cov tib neeg, uas yog, cov tuam txhab, cov tuam txhab, cov neeg siv khoom. Qhov tseeb, kev sib tw muaj nyob txhua qhov chaw - nruab nrab ntawm ib tus neeg lub teb chaws, cov haujlwm, cov khoom, cov ncauj lus. Ntau txoj hauv kev yog siv los txheeb xyuas cov zog sib tw. Feem ntau, thaum soj ntsuam kev ua haujlwm ntawm kev lag luam, M. Porter cov tswv yim sib tw tau siv.

Kev sib tw - zoo lossis phem?

Kev sib tw tsim kev lag luam nyuaj rau cov neeg tsim khoom ntawm ntau yam khoom thiab cov kev pabcuam, thiab tseem tsim cov xwm txheej uas tuaj yeem ua rau muaj xwm txheej txaus ntshai. Nws tuaj yeem yog qhov xav tsis thoob hauv hom kev poob qis hauv kev thov, thiab qhov tshwm sim ntawm cov khoom tshiab nrog qhov zoo tsis txaus ntseeg los ntawm cov neeg sib tw.

Nyob rau hauv kev sim txo cov kev pheej hmoo, kev lag luam siv cov tswv yim tshwj xeeb. Lawv koom ua ke los ntawm lo lus "kev sib tw kev sib tw", uas yog kev kawm txog kev sib tw ntawm cov xwm txheej thiab kev ntsuam xyuas ntawm qhov zoo ntawm kev lag luam thiab cov neeg sib tw ua haujlwm hauv tib lub lag luam. Lub hauv paus ntawm txoj haujlwm yog los tsimqhov zoo ntawm lub tuam txhab los yog nws cov khoom thiab kev soj ntsuam cov hauv paus ntsiab lus ntawm kev tswj qhov zoo nyob rau hauv tej yam kev mob. Porter's matrix tuaj yeem siv los ua ib txoj hauv kev kom ua tiav.

Thaum tham txog kev sib tw kom zoo dua, peb tab tom tham txog superiority tshaj cov neeg sib tw. Lub xub ntiag ntawm qhov zoo ntawm cov neeg sib tw yog txuam nrog kev tsim cov pab pawg ntawm kev ntsuas hauv cov kev taw qhia ntawm cov khoom, kev faib tawm, kev txhawb siab, tus nqi. Hauv kev lag luam, cov tswv yim sib tw yog tsom los tswj lossis nce kev lag luam kev lag luam.

Ua kom muaj kev sib tw nrog Porter

Hais txog cov tswv yim yooj yim, nws yog ib qho tseem ceeb kom nkag siab thiab siv tau M. Porter cov tswv yim sib tw. Muaj peb hom ntawm lawv:

1. Txoj kev txo nqi. Xaiv lub tswv yim zoo li no, lub koom haum tswj hwm tag nrho nws cov kev siv zog los tsim cov nqi qis tshaj plaws. Qhov no tso cai rau koj coj mus rau kev lag luam cov khoom lag luam nrog tus nqi qis tshaj, thaum tswj qhov tsim nyog zoo.
2. Tsom. Hauv qhov xwm txheej no, lub tuam txhab tsom mus rau tag nrho nws cov xim ntawm ib ntu kev lag luam.
3. Differentiation. Thaum xaiv lub tswv yim no, lub koom haum tswj hwm tag nrho nws cov kev siv zog los tsim cov khoom tshwj xeeb, vim nws txawv ntawm nws tus kheej los ntawm cov koom haum tsim cov khoom zoo sib xws.

Tus Porter Matrix yog txoj hauv kev rau lub tuam txhab kev vam meej

Yuav kom muaj kev vam meej ntawm lub tuam txhab thoob plaws hauv nws cov dej num, nws yog ib qho tseem ceeb rau kev tsom mus rau cov neeg sib tw. Rau systematization thiabqhia meej txog lub tswv yim ntawm lawv txoj haujlwm, Porter matrix tau pom zoo. Nws yog nws tus uas pab nrhiav qhov tsis muaj zog thiab tawm tsam lawv nrog kev lag luam.

Porter's matrix yog tus qauv uas qhia txog lub xeev tiag tiag ntawm cov neeg sib tw nyob ib puag ncig lub sijhawm tshwj xeeb. Nws cov khoom yog lub zog ntawm cov neeg xa khoom thiab cov neeg siv khoom, qhov tshwm sim ntawm cov neeg sib tw tshiab, tshem tawm cov khoom hloov pauv thiab kev sib tw ntawm cov tuam txhab hauv tib lub lag luam.

Kom nkag siab tias qhov zoo tshaj plaws Porter matrix yog li cas rau kev tsom xam kev lag luam, peb tuaj yeem xav txog tag nrho cov subtleties ntawm nws tsim siv tus piv txwv ntawm lub koom haum Bryanskpivo.

Analogue manufacturers

Cov neeg sib tw tseem ceeb ntawm JSC "Bryanskpivo" yog JSC "Cheboksary brewing tuam txhab "Buket of Chuvashia" thiab LLC "Solodovnya". Kev faib tawm ntawm rye m alt kev lag luam ntawm cov neeg sib tw hauv kev ua lag luam yog raws li nram no: Bryanskpivo OJSC - 37%, Solodovnya LLC - 25%, Cheboksary Brewing Company Buket Chuvashia OJSC - 12%, Novo altaysky Khlebokombinat OJSC - 8%, Iskitimsky Khlebokombinat -, Sursky Solod LLC - 5%, Concentrate LLC - 5%, Soprodukt LLC - 2%, Lwm cov neeg tsim khoom - 1%.

Kev sib tw hauv kev lag luam rye m alt yog qhov tseem ceeb heev. Cov neeg sib tw tseem ceeb rau kev lag luam yog Solodovnya LLC, uas nyob 22% ntawm kev ua lag luam. JSC "Bryanskpivo" muaj kev paub dav dav, muaj peev txheej ua haujlwm loj tshaj plaws. Lub tuam txhab no kuj tseem loj heev thiab, kev khiav hauj lwm nyob rau hauv ntau yam lag luam ntu, occupies ib tug ua txoj hauj lwm.

rau kev ntsuaskev sib tw ntawm OJSC "Bryanskpivo" nyob rau hauv cov nqe lus ntawm cov khoom muag thiab tus nqi txoj cai, nrog rau txoj cai ntawm kev faib khoom, siv cov kev ntsuam xyuas ib leeg. Cov txheej txheem yog ua raws li kev sib piv ntawm cov txheej txheem tseem ceeb thiab kev ntsuam xyuas. Qhov ntsuas no siab dua, qhov zoo dua qhov kev sib tw ntawm lub koom haum hauv nws txoj haujlwm.

JSC "Bryanskpivo" tuav lub lag luam loj loj. Porter's matrix qhia tau hais tias nws yuav tsum tsis txhob hnov qab tias muaj qhov zoo ntawm cov neeg sib tw tam sim no, tag kis kev lag luam yuav ua tsis tiav. Piv txwv li, kev txo qis hauv cov nyiaj tau los, txo qis hauv kev lag luam, thiab txawm tias poob nyiaj. Yog li ntawd, kev tswj hwm ntawm cov nroj tsuag yuav tsum tau ua tib zoo ntsuas los ua kom nws muaj zog thiab txo qhov tsis muaj zog. Nws yuav tsum tau muab sau tseg tias cov nroj tsuag txoj hauj lwm yog heev ruaj khov, tab sis ib tug yuav tsum tseem coj mus rau hauv tus account qhov kev ua ntawm cov neeg sib tw.

Cov neeg siv khoom

Thaum muag nws cov khoom, lub tuam txhab feem ntau tsom rau cov neeg yuav khoom hauv tsev, uas hloov tawm thaum Porter matrix tau kawm. Kev sib tw zoo ntawm kev lag luam yog raws li qhov nce hauv cov neeg siv khoom ntawm JSC "Bryanskpivo" los ntawm cov neeg siv khoom los ntawm cov neeg nyob ze thiab nyob deb txawv teb chaws. Lawv yog cov wholesalers, manufacturers ntawm qhob cij, chips, KKS, improvers thiab lwm yam tuam txhab uas muag uas cov qib zoo ntawm rye m alt yog ib qho tseem ceeb.

Cov khoom siv

Txhawm rau txiav txim siab qhov ua tau ntawm kev koom tes nrog cov neeg muag khoom tsis tu ncua, nws yog qhov tsim nyog los tshuaj xyuas lawv cov nqi rau cov khoom siv.raw cov ntaub ntawv thiab cov peev txheej. OOO "Investsnab" yog ib tus neeg muag khoom ntseeg siab ntawm rye hauv cheeb tsam Bryansk. Tsis tas li ntawd, Bryanskpivo OJSC tau rov yuav rye los ntawm RosExport LLC (Samara) thiab RusAgroTorg LLC (Kursk). Cov neeg muag khoom no yog cov loj tshaj plaws nyob rau hauv Russia thiab muag tshwj xeeb tshaj yog cov khoom zoo raw khoom ua raws li cov qauv siab tshaj plaws. Yog li ntawd, OJSC Bryanskpivo tsim hwm-chav kawm rye m alt, uas muaj nuj nqis nyob rau hauv Russia thiab txawv teb chaws.

Muaj peev xwm analogue manufacturers

Qib nkag mus rau kev lag luam rye m alt yog qhov siab heev. Ua ntej ntawm tag nrho cov, qhov no yog vim lub fact tias yuav luag 80% ntawm lub lag luam yog nyob rau hauv 3 lub lag luam loj. Kev lag luam tseem ceeb ntawm cov nplai hauv kev tsim khoom tsis tso cai rau cov neeg tsim khoom me sib tw nrog cov thawj coj ua lag luam. Lwm qhov tseem ceeb yog tias nrog kev sim thim qhov kev pheej yig dua, cov neeg uas twb muaj lawm txo nqi.

Cov khoom hloov pauv

Ua ntej ntawm tag nrho JSC "Bryanskpivo" yuav tsum ceev faj ntawm kev sib tw los ntawm cov neeg tsim khoom ntawm m alt concentrates. Lawv npog ib feem tseem ceeb ntawm kev ua lag luam, suav nrog cov khoom noj me me thiab cov neeg siv kawg.

Thaum soj ntsuam kev lag luam rye m alt, Porter's matrix ntawm tsib lub zog sib tw tau siv. Nws tau pom tias OJSC Bryanskpivo tuav txoj haujlwm tseem ceeb hauv kev ua lag luam no. Ua ntej ntawm tag nrho cov, qhov no yog vim lub fact tias tsuas yog OJSC Bryanskpivo siv nruas tshuab nyob rau hauv zus tau tej cov rye m alt, uas yog qhia los ntawm lub Porter matrix. Ib qho piv txwv ntawm kev tsim qauv ua rau nws pom tau tias tsis yogCov cim tseem ceeb tsawg ntawm kev ua tiav ntawm kev lag luam yog thaj chaw dav ntawm cov khoom siv, kev nthuav qhia cov ntaub ntawv tseem ceeb ntawm lub vev xaib raug cai thiab lub koob npe zoo.