분야
pptx2. 제품차별화의 가치
3. 제품차별화와 지속적인 경쟁우위
4. 제품차별화를 실행하기 위해 조직하기
5. 제품차별화 전략과 저원가 전략의 양립가능성
두 가지의 본원적 전략
저원가 전략
• 경쟁 기업보다 낮은 원가를 유지하여 경제적 가치를 창출하는 것
Ex) Wal-Mart
제품 차별화 전략
• 경쟁기업보다 더 구매자들에게 선호되는 제품을 판매하여 경제적 가치를 창출하는 것
Ex) Harley-Davidson
< 중략 >
05 두 전략은 동시에 추진될 수 있는가?
NO
저원가 전략
조직구조
1. 보고체계의 단계가 많지 않음
2. 단순한 보고관계
3. 소규모의 참모진
4. 좁은 범위의 기능들에 집중함
경영통제시스템
1. 치밀한 원가 통제 시스템
2. 수량적인 원가 목표들
3. 노동력, 원재료, 재고 등 원가에 대한 꼼꼼한 관리
4. 저원가 철학
보상정책
1. 원가절감에 대한 보상
2. 모든 종업원이 원가절감에 참여하도록 동기부여
제품 차별화 전략
조직구조
1. 복합적 기능의 제품 개발 팀
2. 복잡한 매트릭스 구조
3. 고도의 창의적 노력 – 특수한 팀
경영통제시스템
1. 폭넒은 의사결정 지침
2. 지침 내 재량권
3. 실험 장려 정책
보상정책
1. 위험감수에 대한 보상,
실패에 대해 처벌하지 않기
2. 창의적인 재능에 대한 보상
3. 다면적 성과 측정
http://news.heraldcorp.com/view.php?ud=20130325000755&md=20130328004824_AO
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스마트폰
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imgurl=http://postfiles8.naver.net/20120914_23/gehuler_1347592990708TID5C_JPEG/%25C8%25BF%25B5%25B5%
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4M5BiLM:&tbnh=150&tbnw=114&ei=49FzUf-oCcSOkwXKs4CoBQ&prev=/search%3Fq%3D%25EC%258A%25A4%25EB%25A7%2588%
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3Disch&itbs=1&sa=X&ved=0CE8QrQMwEg
피처폰
http://www.google.co.kr/imgres?
imgurl=http://pds20.egloos.com/pds/201008/26/08/a0015808_4c762c8ef3e06.jpg&imgrefurl=http://atonal.egloo
s.com/3419235&usg=__Q96epBCdfU2iLVaw8lekjr9D8Q4=&h=393&w=400&sz=114&hl=ko&start=15&zoom=1&tbnid=jcW2zW70
JURxuM:&tbnh=122&tbnw=124&ei=KtJzUei-LsyYkgWElIHQCw&prev=/search%3Fq%3D%25ED%2594%25BC%25EC%25B2%2598%
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http://blog.naver.com/PostView.nhn?blogId=ssungpal&logNo=100162803873
http://www.segye.com/Articles/NEWS/CULTURE/Article.asp?aid=20130411004224&subctg1=&subctg2=&OutUrl=daum
23
출처) http://www.thebodyshop.co.kr/brand/value/animal.aspx
http://blog.naver.com/PostView.nhn?blogId=designnavi&logNo=100184210809
28
(현대 에르메스 에쿠스 CF)
http://serviceapi.nmv.naver.com/flash/convertIframeTag.nhn?
vid=7D25699C7ADA685946ADB1B943DB31A9A2C7&outKey=V1283e231320e15f310080dfa6debdbca80b1d064810cf7c4cd880df
a6debdbca80b1&width=720&height=438
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만다리나덕 사진 http://www.google.co.kr/imgres?
imgurl=http://cfile10.uf.tistory.com/image/0216D53850C163262457D1&imgrefurl=http://homoludentic.tistory.
com/8492&usg=__ypIBNQ9eyMMyN67E3ZYH-
abB4u8=&h=970&w=970&sz=53&hl=ko&start=13&zoom=1&tbnid=kZqAx3Xed7YSNM:&tbnh=149&tbnw=149&ei=6uByUbLgNMfxk
AW46IDgCg&prev=/search%3Fq%3D%25EB%25A7%258C%25EB%258B%25A4%25EB%25A6%25AC%25EB%2582%2598%25EB%258D%
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샤넬 사진
http://www.google.co.kr/imgres?
imgurl=http://postfiles11.naver.net/20120821_74/socialcomeus_1345543516501TuG0c_PNG/20120821_184351.png%
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26articleno%3D5%26looping%3D0%26longOpen%3D&usg=__vzfl6CT8cRDKLlc1vi-
RMEdBFNY=&h=701&w=652&sz=285&hl=ko&start=2&zoom=1&tbnid=MZZEen5BNKA-
DM:&tbnh=140&tbnw=130&ei=VOFyUcOHFMmXkwWOhIHQCg&prev=/search%3Fq%3D%25EC%2583%25A4%25EB%2584%25AC%25EB%
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3Disch&itbs=1&sa=X&ved=0CC0QrQMwAQ
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세그웨이 사진
http://www.google.co.kr/imgres?
imgurl=http://postfiles4.naver.net/20101012_35/adonis5050_1286887163826jIhCi_JPEG/22_vghfyaujl1.jpg%
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tbnh=126&tbnw=118&ei=EuJyUZWfF8vnkAWvpoHoAw&prev=/search%3Fq%3D%25EC%2584%25B8%25EA%25B7%25B8%25EC%
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3Disch&itbs=1&sa=X&ved=0CEMQrQMwDA
자전거
http://www.google.co.kr/imgres?
imgurl=http://pds7.egloos.com/pds/200801/09/03/b0010803_4783a170953c6.jpg&imgrefurl=http://huhyong.egloo
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rW5AdXDXu4=&h=435&w=700&sz=181&hl=ko&start=2&zoom=1&tbnid=tsxiBmhEasfXSM:&tbnh=87&tbnw=140&ei=X-
JyUabJFsnOkwXPxoD4AQ&prev=/search%3Fq%3D%25EC%259E%2590%25EC%25A0%2584%25EA%25B1%25B0%26newwindow%3D1%
26hl%3Dko%26gbv%3D2%26tbas%3D0%26tbm%3Disch&itbs=1&sa=X&ved=0CC0QrQMwAQ
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안드로이드
http://www.google.co.kr/imgres?
imgurl=http://cfile4.uf.tistory.com/image/1713D55A4DAF83011E56D0&imgrefurl=http://www.samsungtomorrow.co
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bnh=109&tbnw=146&ei=YOVyUZKaLsP5kgW2q4DYCA&prev=/search%3Fq%3D%25EC%2595%2588%25EB%2593%259C%25EB%25A1%
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갤럭시
http://www.google.co.kr/imgres?imgurl=http://3.bp.blogspot.com/-
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86%A8%E1%84%89%E1%85%B5S4.jpg&imgrefurl=http://kwang82.hankyung.com/2013/02/s4-
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