企业非市场策略体系模型——基于诺基亚公司的案例研究  

Corporate Unmarket Strategy System Model

作　　者：卫武[1] 

机构地区：[1]中南财经政法大学工商管理学院

出　　处：《武汉大学学报（哲学社会科学版）》2008年第1期36-42,共7页Wuhan University Journal：Philosophy & Social Science

基　　金：教育部人文社会科学研究基金项目(06JC630029);国家社会科学研究基金项目(07CTQ013)

摘　　要：企业的成功不仅依赖于产品、服务、分销渠道、供应链、价格等市场因素,也依赖于企业与政府、社会公众以及各种利益相关者等的关系。因此,许多管理者认为非市场环境应该与市场环境受到同样的高度关注,而企业在非市场环境中应对各种非市场事项的过程为它们的非市场策略体系建立提供了基础。通过对诺基亚公司的案例研究表明,企业非市场策略的制定与实施主要分为筛选、分析、选择三个阶段,在这个过程中企业可以运用非市场策略识别个人或团体所采取的一致行动,通过有关非市场政策指导企业管理者处理某些非市场事项。而非市场策略体系可以看成是一个金字塔式结构,主要是由一系列概念框架、核心战略、政策、行动计划等部分组成的。The success of a firm depends not only on market factors such as products and services, distribution channels, supply chain, and market prices, but also on various relationships of firms with the government, public, and stakeholders. Therefore, many managers may focus on market environment relatively well but often see unmarket environment. However, firms will cope with various unmarket issues in unmarket environment, which can provides a theoretical basis for corporate unmarket strategy system. Based on Nokia＇s case study, it shows that the formulation and execution of corporate unmarket strategy consists of a three-stage process： screening, analysis, and choice. In this process, firms may adopt specific unmarket strategies to identify concerted actions that individuals or groups are to take, and guide managers to address unmarket issues by using unmarket policies. This unmarket strategy system can be visualized as a pyramid structure with a series of conceptual frameworks, core strategies, the policies, and action plans.

关 键 词：非市场策略 非市场环境 非市场事项 诺基亚公司 

分 类 号：F270[经济管理—企业管理]