竞争战略要素及其组合与企业盈利能力的关系——基于中国制造企业数据的研究  

Influences of Competitive Strategy Elements and their Combinations on Firms' Profitability——The Research Based on China's Manufacturing Industry Enterprise Data

作　　者：莫长炜[1] 

机构地区：[1]厦门大学经济学院,福建厦门361005

出　　处：《经济管理》2012年第12期40-50,共11页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金青年项目"中国海外子公司投资权限管理研究"(71002039);国家社会科学基金青年项目"知识产权保护对我国对外贸易的影响及政策研究"(11CJY073);教育部人文社会科学研究基金青年项目"城市产业生态化的适应性选择研究--以海峡西岸经济区城市群为例"(10YJCZH130)

摘　　要：本研究以中国工业企业数据库中的制造企业数据为样本,研究不同竞争战略要素、基于这些战略要素的不同竞争战略以及战略中包含的竞争战略要素数量对企业盈利能力的影响。研究发现:第一,当前,低成本仍然是我国制造企业最重要的竞争优势来源,基于低成本战略要素的纯战略或组合战略均能给企业带来高于平均水平的盈利;第二,单纯的市场差异化战略和创新差异化战略以及二者的组合带给企业的盈利均低于行业平均水平。上述两个结论可以部分佐证为什么我国大部分制造企业依然选择低成本战略而不是差异化战略;第三,如果能够同时提高市场差异化和(或)创新差异化能力,企业的低成本优势可以得到进一步强化;第四,在包含低成本战略要素的前提下,竞争战略中所包含的战略要素越多,企业越能够获得高于平均水平的盈利。上述两个结论可能的解释是,随着竞争的加剧,那些能够在保持已有低成本优势的基础上建立起多种优势的企业能够获得更高盈利水平,相应地也能够满足消费者日趋多样化和个性化的需求。本文的管理与政策含义:微观层面,企业需要在低成本的基础上建立多种竞争优势;政策层面,应建立一种机制保障企业能够通过创新或市场形象塑造获益。How to upgrade their competitive strategies from low cost strategy to marketing differentiation strate- gy and/or innovation differentiation strategy in the transition period is one of the most important issues facing China＇s manufacturing industry enterprise currently. However, relevant data show that a great number of manufactur- ing enterprises in China either haven＇t any strategies at all or select and implement strategies that focus on only low cost. Some scholars argued that it still have a long way for China＇s manufacturing enterprises to go. The existing re- search examined this issue from strategy-implementing conditions aspects such as institutional environment, re- sources environment, corporate culture and so on. These conditions are mainly about the question whether firms have relevant abilities to upgrade their strategies or not. The literatures overall suggested that China＇s manufacturing en- terprises lack conditions and abilities to upgrade their competitive strategies. Actually, this is one of the main reasons to China＇s manufacturing firms＇ lack of competitive advantages. But another important issue about strategy upgrading is whether firms have enough motivations to upgrade or not. The existing research didn＇t give satisfactory answers to this question. On one hand, domestic researches are mostly conduct conceptual analysis or anecdotal description, and few large-sample empirical researches have been done; on the other hand ,foreign empirical studies basically focus on foreign enterprises, and dwell little on the issue about Chinese enterprises. The present study sheds some light on this question. Firstly, this research does a large-sample empirical study using China＇s industrial enterprises database. Secondly, based on ＂dimensional＂ perspective,we treat low cost, mar- ket differentiation and innovation differentiation as three different strategy elements or dimensions. Then we investi- gate the importance of each strategy dimension and effects of different pure strategies

关 键 词：纯战略 组合战略 战略要素 竞争优势 

分 类 号：F272.3[经济管理—企业管理]