中国民营企业非市场策略特征研究——以粤东与珠江三角洲地区企业为例  

Research on the Non-market in Eastern Guangdong Strategy of Chinese Private Enterprises and the Pearl River Delta Region

作　　者：黄燕[1,2] 任怡菲[2] 张自红[2] 

机构地区：[1]汕头大学地方政府发展研究所 [2]汕头大学商学院

出　　处：《中大管理研究》2010年第4期72-88,共17页China Management Studies

基　　金：广东省普通高校人文社会科学研究创新团队项目“基于规范管制的公共服务型地方政府评价指标体系研究”(07JDTDXM63002);2009汕头市科技计划项目“基于顾客导向的企业自主创新模式研究”(152)

摘　　要：将民营企业非市场策略分为公益策略、公关策略、参观策略和参与策略，采用内容分析法，根据样本公司网站上披露的企业新闻，采用手工摘录方法，再根据新闻内容进行具体分类，得到了各种策略的若干子类别。研究结果表明：参与和公益策略是最主要的非市场策略；企业非市场行为对象以地方政府和媒体为主；在策略演变上，公益策略呈下降趋势，参观策略呈上升趋势。据此，论文对民营企业成功实现战略转型升级提出了操作建议。In this paper, private enterprises of non-market strategy be divided into public community strategy, public relation strategy, visiting strategy and participation strategy. Using content analysis, we classify the companies＇ information which disclosed at the sample companies＇ website, and find various strategies and a number of sub-categories. The results show that, the most important non-market strategy is participation strategy and public community strategy; the main objects of non-market strategy include local government and media; and generally, the use of public community strategy decreases, and the use of visiting strategy increases Finally, we give some suggestions for the strategy transformation and upgrading in China＇s private enterprises

关 键 词：民营企业 非市场策略 

分 类 号：F276.5[经济管理—企业管理]