Market economy is competitive economy. Enterprises operating under competitive conditions must have a competitive advantage relative to other enterprises in order to survive and develop. The so-called competitive advantage refers to some characteristics of the enterprise in operation compared with the competitors. Facing the opportunities and challenges brought by the wave of economic globalization, The enterprise should innovate the enterprise management idea, in order to form the enterprise competitive advantage.  

First, build a new concept of humanized service with high taste. 

 In the normal market economy condition, enterprises in order to realize "from a commodity into currency", "" from the commodity body jump gold body of" jump ", develop all kinds of sales strategy, establishes take the market as the starting point, based on the product, customer needs as the center, in order to get profit for the purpose of marketing concept. On the face of it, this marketing concept is very much in line with the actual situation of the market economy, and there are many successful examples to support it. But a careful analysis of the traditional marketing idea, we can found that there were obvious theoretical reasons, in particular, one is the marketing idea of "take customer as the center", "customer is god" is not really from the interests and needs of the customers, but to meet customer needs as a means to achieve their own interests; Secondly, this marketing concept ignores the negative externalities of enterprise production and operation, and denies the responsibility of enterprises to social responsibility. Therefore, in order to continuously acquire and maintain competitive advantages, Chinese enterprises must build a marketing concept of humanized service with a high grade of caring for "people or people". The humanized service concept of the high grade must do two satisfaction: one was to make the customer satisfied, that is to say, the enterprise provide products and services to customer must be looking forward to meet or exceed the customer's advance; Second, to satisfy the society, that is to say, the products and services provided by the enterprise to the customer must meet or exceed the pre-expectation of the society.  

Second, we should build a new concept of efficient scientific and technological innovation.  

In the normal market economy condition, enterprises to continuously introduce quality products to the market, not only to rely on capital operation provided by the power support, and more to rely on scientific and technological innovation provided technical support. Without scientific and technological innovation, any high-quality r&d and production would be an empty talk. Therefore, in the fierce market competition, it is impossible for any enterprise to ignore the role of scientific and technological innovation in order to survive and develop. Under the background of economic globalization, the popularization of modern high-tech means and the widespread application in production and management have not only completely broken the product barrier, but also completely broken the technical barrier. A new product or technology has just been developed to market and will soon have the same attribute, or even higher, better products or technologies to compete with, or even replace. The emergence of this situation will not only make technology innovators advantage under great threat of profit, profit greatly shorten the time, and with a large number of competitors to follow, and will make the innovators of science and technology greatly narrowed profit space, and even lead to transfer profits. Therefore, in the fierce international competition, the enterprise to gain sustainable profit, control the commanding heights of the excess profit, the market must construct efficient technology innovation concept, this kind of high efficiency not only in science and technology innovation ability, speed, and in the transformation of scientific and technological innovation into real productive forces ability, high speed.  

Third, build a new concept of capital operation with high profit.  

In a sense, capital is the main driving force for enterprise to engage in product development and production. In particular, in the changeable market, enterprises can rely on capital management, and the first is to transform the diversified industrial operation from pure dependence on product management to ensure the safety of enterprise operation. The second is to seek the credit funds of enterprises, to solve the problems of idle assets and sluggish capital operation. Third, to carry out technological innovation and expand technical reform input, and achieve the scale benefit that other channels cannot achieve through appropriate production scale expansion. With the development of the trend of economic globalization and the Internet information technology, Chinese enterprises on the one hand can globally optimize the allocation of resources, adjust the product structure and industrial structure, to seek a wide range of partners, thus likely to be at the lowest price, provide products of the highest quality to the consumers; On the other hand, Chinese enterprises have to face the challenge of oversupply of products caused by the competition, the decline of product profit space and even zero. Therefore, Chinese enterprises want to gain advantage in competition, must construct the new idea of capital operation, to correctly handle the relationship of the enterprise economic development and the economic efficiency, should not only pay attention to market share, more pay more attention to get high profits, to avoid blindly pursue high market share and high growth rate regardless of the presence of benefits "goods without profit black hole".  

 Fourthly, we should build a new concept of high quality product development.  

In any normal market economy condition, enterprise's production and operation purpose although is profit, realize the profit maximization as the first goal, it is to realize the first premise of purpose to be first to market and to provide high quality products. If the enterprise does not provide or provide high quality products can't meet the requirements of consumers, so it is difficult to achieve its production product "breathtaking jump", it is difficult to realize the maintenance and appreciation of the factors of production has been invested. Countless facts prove: a product can bring expected profit for producers and operators, is ultimately depends on whether consumers do accept: a product can bring great profits to the producer, ultimately depends on the extent to which it represents the reality and potential needs of consumers. Chinese enterprises to be in an impregnable position, must have developed a series of high quality products, the quality is not only reflected in products such as utility, quantity, characteristic, style natural attribute and external form, but also in areas such as satisfy personalized needs, help to improve the quality of life products such as social attributes and the humanities connotation; It is not only reflected in meeting and satisfying the realistic needs of consumers, but also in the future preference of insight and leading consumers. Only in this way can Chinese enterprises win the long-term favor of consumers and maintain steady economic growth.  

Fifth, build a new concept of competitive cooperation with high efficiency.  

Under the background of economic globalization, the rapid development of science and technology and information network dissemination technology fast into the thick of life, on the one hand constantly introduce high quality products to consumers for the enterprise provides the technology may, on the other hand, the value of the product value chain become more and more, the product structure is more and more complex, leading to the enterprise research and development, production, marketing new operating costs increase sharply. Therefore, Chinese enterprises want to in an impregnable position in the international competition in the future, must according to the new requirements of economic globalization and accession to the WTO after the new rules, construct a kind of effective competition cooperation new ideas. On the one hand, this new concept requires Chinese enterprises to be willing to participate in international cooperation and seek new profit growth points from cooperation based on the principle of "win-win" sharing of benefits. That kind of "beggar thy neighbour", "two of a trade seldom agree" with small farmers consciousness of competition concept, will be serious towards the world, Chinese enterprises to participate in international competition and cooperation, will be under the impact of the economic globalization wave elimination; On the other hand, requires Chinese enterprises must be good at play to their own special skill, focus on the limited resources, on one or some value-added product value chain link breach, strengthen the core competitiveness, main business is to maintain and develop its own competitive advantage.