竞争的目的是为公司获取竞争优势。但长久以来,在竞争战略理论的指导下,企业竞争的战略逻辑对抗性过强,导致企业下意识地致力于打败对方,而忽视了它们的真正使命是为顾客创造价值。本文比较了以竞争对手为中心和以顾客价值为中心的两种战略,并从企业战略的角度有针对性地提出了顾客价值创新的战略理念。 The purpose of competition is to gain a competitive advantage for the company. But for a long time, under the guidance of competitive strategy theory, the strategic logic of corporate competition is highly antagonistic, leading companies to unconsciously commit themselves to defeating each other, ignoring their true mission to create value for customers. This paper compares two strategies that are centered on competitors and centered on customer value, and proposes the strategic concept of customer value innovation from the perspective of corporate strategy.