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面对一个发育较为成熟、但普遍保持较高利润的市场,你会选择什么样的方式进入?也许,降低成本、采取低价竞争是你的第一反应。但是如果这个行业固定成本达到60%左右,你选择的细分市场平均成本又高于行业平均成本,你又如何用低价取胜?美国西南航空公司(简称西南航)就是这样一家在固定成本极高的行业中成功实施低成本竞争策略的优秀公司。它从上世纪70年代在大航空公司夹缝中谋求生机的小航空公司一跃发展成为美国的第四大航空公司,持续30余年保持远高于行业平均水平的高利润和远低于行业平均值的低成本。更值得敬佩的是,无论在机票
In the face of a mature market, but generally maintain a higher margin of the market, you will choose what kind of way to enter? Perhaps, reduce costs, low-cost competition is your first reaction. However, if the fixed cost of the industry reached about 60%, the average cost of your selected segment is higher than the average cost of the industry, how do you win with low prices? Southwest Airlines (Southwest Airlines) is such a fixed-cost High-quality companies in the successful implementation of low-cost competitive strategy of outstanding companies. It grew from a small airline that struggled with the big airline in the 1970s to become America’s fourth-largest airline for more than 30 years, maintaining high profits well above the industry average and far below the industry average Low cost. More admirable is that both in the air tickets