企業的“個性”在哪里？

隨著經濟全球化，越來越多的中國企業走向了世界的舞臺。它們和一些國際大型企業相比，還有一定距離，似乎“個性”還不鮮明。個性是事物的特征，是讓人不會遺忘的標記，而企業的個性就是企業自己的競爭力。

中國企業的競爭力在哪里？

我們所提及的核心競爭能力并不只是人們通常所談論的市場營銷、產品開發或者客戶服務等寬泛的定義，而是一種企業獨有的核心技能，具有不可模仿性。如今，很多中國企業將低成本優勢作為其在全球市場上競爭乃至制勝的關鍵利器。然而，我們認為，單純依靠低成本難以長期保持優勢，因為跨國公司早就開始將其生產移往低成本國家，而在經濟全球化趨勢深入發展的條件下，市場競爭日趨白熱化，中國企業必須找出自己真正的競爭力。

中國是一個制造業大國，現如今企業必須走出去，實現國際化。但是不是中國企業“走出去”，就擁有了自己的核心競爭力呢？我們應該在國外建立更多的研發中心，而不是以制造為主的工廠，擁有自己的核心技術才是提高企業自身競爭力的成功之道。

當然，核心競爭力的選擇并沒有固定的模式，也絕不是一成不變的。企業必須根據自身的經營戰略、市場和競爭環境的變化以及企業所擁有的資源等不斷開發和調整核心競爭能力。

核心力的建設可以通過全面的企業改革來實現，也可以通過在企業內部建立核心開發技術，像福建晉江一些一直以貼牌和代工生存的制鞋企業就面臨原材料上漲，導致毛利率下降的問題，如果不及時采取措施就將嚴重虧損，有些企業意識到了這樣的問題，于是就大膽改革，創立自己的品牌，通過加強產品的研發，走自己的品牌之路去贏得市場。我們慶幸有越來越多的企業正在努力加強自己的核心競爭力，由代工走向自主研發，自己生產，自己經營，形成一條完整的產業鏈，增大了自己的利潤空間。

企業面對眾多競爭者，自己的“個性”就成為是否能成功駕馭市場的關鍵。

企業也可以通過并購來提高自身的競爭力。企業如何去選擇自己的“個性”還得看企業的現狀和發展方向，對于一個低附加值的中小型企業而言，如果一定要建立自己的核心技術和擁有自己的研發團隊，勢必要付出很大的代價，換來的也不一定是強大的競爭力。并購，雖然快捷，但并購后的管理整合則往往是企業的滑鐵盧。兩個企業不同的文化背景和發展環境成為并購是否能成功的關鍵。

如今，暫且不說國際糧價、油價再創新高，僅是國內的通貨膨脹，就讓企業的生產成本面臨很大的考驗，而從目前的情況來看，企業面對的形勢近期內絲毫沒有好轉的跡象，當然這只是個預兆，這昭示著個性并不鮮明的企業必將在此次洗牌中被淹沒，所以從企業的長遠發展來看，我們必須要捫心自問：企業的“個性”，你究竟在哪里？

Where Is ACompany' s Nature?

To follow the trend of economic globalization， more and more Chinese companies are taking access to the world platform. It seems that they are not well developed if compared with the international giant companies， especially without a smart nature. In fact， nature is something that addresses a company’s competitiveness.

Where is the competitiveness of the Chinese companies?

The core competitiveness discussed here is not marketing， products development or customer service， but as the core advantages exclusively for a company that cannot be duplicated. At present， so many Chinese companies take advantage of low costs as a key way towards more market shares. However， we believe that low cost is not a way for sustainable development in case that the multinational companies have moved their production to the low-costs countries. Nowadays， to meet the economic globalization， the Chinese companies have to get involved in seeking the competitiveness of themselves.

China is a large manufacturing country. The companies are seeking more success in globalization， however， globalization doesn’t always mean more market shares and core competitiveness. We conclude that instead of factories， we should build more R D centers abroad so as to develop the core technologiesand more competitiveness.

Actually， the core competitiveness of a company is not shown in a fixed form that without any changes. The companies must develop and adjust the core competitiveness in accordance with their business strategies， market resources and the competitiveness environment.

The core competitiveness is to be realized via comprehensive reform of a company， or through other ways such as core technologies. For instance， those manufacturing factories in Jinjiang city， Fujian province have to take measures to avoid severe deficit caused by the rising of raw materials prices and the dwindling of gross interest rates. Hence， they embark on the road of bold reform to create independent brands， so as to win more market shares. We very enjoy that more and more enterprises are promoting their core competitiveness， developing independent R D， independent production， business operation， hence， to form a perfect industrial chain， and increase their own profits.

When facing such a severe competitiveness， the nature will help a company rein the market.

M A is also a way to competitiveness. The nature of a company should be decided by its individual condition and development trend. As for a small and medium company with low added value， the core technology and an independent R D team will claim considerable costs that do not mean to address the competitiveness， but maybe the break of the capital chain. M A， although as a quick way， always leads to the waterloo of a company due to the possible failure of management integration.

At present， not only the roaring rice price and oil price， but also the inflation in home is challenging the production costs of domestic companies， while it seems that the situation shows no sign of getting better. Actually those companies without nature will get fade out. Therefore， in order to seek the long time and sustainable development， we have to get involved in the mission: where to find the nature of a company?