Based On Coopetition Enterprise Strategic Positioning And Strategic Integrating

Along with the New Economy times arrival, economic globalization, information networks and demand personality tendency are becoming obvious. The enterprise strategic relation has been changed competition into coopetition, as a result of strategic environment changed. In the condition of coopetition, how the enterprise can be gaining and sustaining competitive advantage?This is core question in this thesis, which will be researched and discussed. This question research, developed the angle of view of competitive advantage theory, as well as provided the beneficial method for the enterprise management. The thesis adopted the synthetic research method, which integrated theoretic research and demonstration research, and paid attention to logic deduction and case analysis.Based on the core question, the thesis summarized the literature of strategic positioning and strategic integrating. Strategic positioning theory mainly was based on three kind of different thinking pattern, namely"inside- fit-outside","outside-in"and"inside-out". Strategic integrating theory mainly researched in industrial organization, transaction cost and enterprise capability. In this foundation, the thesis discussed New Economy how to made enterprise coopetition, then discussed the concept and meaning of coopetition. Industry chain is the base of enterprise coopetition, and it has been changed simple production chain configuration into complex production chain, value chain and knowledge chain configuration.The thesis thought that the enterprise's core idea was the strategic positioning basic point, and indicated that positioning had five directions, which were doing larger, doing simplify, doing agility, doing faster and doing dapper. Then at the basic of Porter's three-dimensional positioning, we added a dimensionality so that strategic positioning became four-dimensional about production positioning (what), customer positioning (who), pattern positioning (how) and culture positioning (why). In fact, based on coopetition enterprise strategic positioning is role positioning in the industry chain. The thesis frame has inputted positioning subject decision-maker, and thought that decision-maker's decision-making idea and decision-making prefer put important to strategic positioning so that entrepreneur weightiness improved on strategic positioning. Based on industry chain role positioning, respectively started with production chain, value chain and knowledge chain configuration, analyzed that howto confirmed the role in industry chain on condition that resource control, customer control, R&D control, brand control and innovation control.Role positioning helped enterprise choose industry chain and confirm the role of the industry chain. But enterprise must make strategic integrating in industry chain so as to gaining and sustaining competitive advantage. Enterprise strategic integrating should be the stick and the carrot. On the one hand, construct the fellowship's"harmonious"by means of idea integrating and culture integrating. On the other hand, construct the fellowship's"concordant"by means of process integrating and organize integrating. Consequently, enterprise strategic integrating achieved resource share, capability complementary, credit interlinkage, risk assume and profit share so as to improve the industry chain competitive.After researched on strategic positioning and strategic integrating in coopetition condition, the thesis suggested the conception of the core coopetition capability. The core coopetition capability is the systemic integrated capability of based on enterprise inner collective learning and outer collective relation, especially pointed that enterprise's capability of arranging inner resource and integrating outer relation. Discussed that how to formed the core coopetition capability, and of which the characteristic and significance. And on coopetition condition, the core coopetition capability is the source of competitive advantage.