تحلیل رقابت جویی و انتخاب استراتژی رقابتی مبتنی بر مدل نیروهای رقابتی پورتر، تحلیل سلسله مراتبی فازی و تحلیل پوششی داده

نوع مقاله: مقاله پژوهشی

نویسندگان

چکیده

رقابت جویی در مرکز و هستة کسب و کارها در اقتصاد بازار قرار دارد، و به معنای توانایی و کارکرد یک
شرکت و بخش فرعی برای فروش و عرضة محصولات و یا خدمات در یک بازار مشخص است. مدل نیروهای
رقابتی "پورتر"، یکی از مدل های شناخته شده برای تحلیل رقابت جویی شرکت ها است، که برای توسعة و
تدوین استراتژی رقابتی به منظور افزایش حاشیه رقابتی آن ها به کار برده می شود. هدف این مطالعه، سنجش و
تحلیل رقابت جویی شرکت ایران خودرو با استفاده از مدل نیروهای رقابتی پورتر برای انتخاب یک استراتژی
رقابتی است. با یک پیمایش پرسشنامه ای، داده های تحقیق از مدیران و کارشناسان ارشد شرکت ایران خودرو
جمع آوری شدند، که از طریق مدل فازی سنجش، تحلیل رقابت جویی و انتخاب استراتژی رقابتی مبتنی بر
تلفیق تکنیک های تحلیل سلسله مراتبی فازی و تحلیل پوششی داده مورد تحلیل قرار گرفتند. یافته های تحقیق
نشان داد: الف  دو نیروی رقابتی تهدید تازه واردین و شدت رقابت بین رقبای موجود، مهم ترین نیروهای
رقابتی رویاروی ایران خودرو هستند. ب  شاخص های فرعی هزینه های ثابت بالا، سطح ادراک شده مشتری از
تفاوت و تمایز محصولات جایگزین، موانع موجود تخصیص به ازای ارزش افزوده، درجه تمایز وارده ها،
تمرکز تأمین کننده ها نسبت به تمرکز شرکت، گرایش خریدار به محصولات جایگزین، هزینه های تغییر موضع
تأمین کننده نسبت به هزینه های تغییر موضع شرکت؛ شرایط رقابتی سختی برای ایران خودرو ایجاد می کنند و
می توانند سطح رقابت جویی ایران خودرو را کاهش دهند. ج  قدرت رقابت جویی ایران خودرو در صنعت
خودروسازی، متوسط است، و مناسب ترین استراتژی برای افزایش قدرت رقابت جویی آن، استراتژی تمرکز با
تأکید بر رهبری هزینه است.

کلیدواژه‌ها


عنوان مقاله [English]

Competitiveness and Selecting a Competitive Strategy Based on Porter's Competitive Forces Model, Fuzzy AHP and DEA Seddigheh Khorshid

نویسندگان [English]

  • seddigheh khorshid
  • samad nojavan
چکیده [English]

Competitiveness is core of businesses in market economics. It means the ability and performance of a firm, sub-sector or a country to sell and supply goods and/or service in a given market. Porter's competitiveness forces model is one of the most well-known framework for analyzing the competitiveness of firms, that has been extensively used to develop and formulate the competitive strategies of firms in order to increase their competitive edge. The aim of this article is to be measure and analyze Irankhodro firm's competitiveness with using Porter's competitiveness forces model to select a competitive strategy. A questionnaire survey is conducted for collecting research data from Irankhodro firm's managers and expert employees. Then research data is analyzed by fuzzy model based on integrating fuzzy AHP and DEA.The findings of research show: a. the most important of competitive forces with which Irankhodro firm faces, are rival firms competitive intensity and the threat of entry of new competitors. B. Irandkhodro firm was fierce with high fix cost, perceived level differentiation, exist barriers allocation per value added, degree of differentiation of inputs, supplier concentration to firm concentration ratio, buyer propensity to substitutes, switching costs of suppliers relative to firms switching cost. These sub-factors can decrease Irankhodro firm's competitiveness level. C. Irankhodro firm's competitiveness level is moderate, and focus strategy based on cost leadership is the most proper of competitive strategy in order to sustain and enhance competitive power

کلیدواژه‌ها [English]

  • competitiveness
  • Competitive strategy
  • fuzzy AHP
  • DEA
  • Porter's competitive Forces model
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