Exclusive Competitive Strategy Study Of The Enterprise Based On The Resources

With the development of theinformation technology and economic globalization, the changes about the outer environment of the enterprises become more often and more intense. Since heterogeneities and disproportions exists between the resources of companies, and the deployments of these resources varying, different organizations have different advantages.The resources theory believes that resource is the foundation to realize the enterprise competitive advantage. Predecessor has carried out massive research on the resources of enterprise and along with the market change, the enterprise resources are divided into eight kinds again such as financial resources, material resources, human resources, technological resources, brand resources, organization resources, channel resources and information resources. The exclusive competition is a new competition mode, based on optimizing the allocation of resources. Enterprises improve performance thorough mining and distinguishing their own advantageous resources. Different resources resort to different competitive strategies. Enterprises advantageous resources are"ones cumulative in organizations", accumulated and formed in specific"path dependence", which mainly characterized by individualism and are unlikely to be imitated. How to protect enterprises resources, especially"advantageous resources"while improving performances is the urgent issue in our research.Based on the current research and practice of Resources Marketing and Competitiveness theory, this article puts forward the research thinking of carrying on exclusive competition with resources as the base and attempts to construct an operational mode like Exclusive competitive strategy with resources as the core to enhance enterprise competitiveness thorough relations research between enterprise competitiveness and resources.From the new perspective, the exclusive competitive strategy defines resources marketing, puts forward new concept of the exclusive competitive strategy , clarify the relation between marketing resources and enterprise competitiveness and propose its basic theory ,including the premise ,type and specific strategy.The exclusive competition strategy is vertical depth theory development of modern marketing and it's also the outcome of integrating of resources theory and competition theory, on which the theory system has been constructed. The empirical study on Tsingtao Brewery Group constructing exclusive competitiveness through advantageous resources validated the operability of this mode.This article mainly resorts to these methods like Comparative analysis of law, inductive method, literature review and case law, defines the exclusive resources and analyses the impact on the enterprise made by different resources. Lastly, the author advances proposals of exclusive strategy with the integration of cases and these proposals can help enterprise strategies serve the enterprise better to strengthen the competitiveness.