大数据情境下的企业非市场战略与市场战略的整合模式——基于高德公司的实证研究  

Integrated Mode of Market Strategy and Non-market Strategy in the Situation of Big Data-Empirical Research of AMAP

作　　者：邵剑兵[1] 刘力钢[1] 杨宏戟 

机构地区：[1]辽宁大学商学院,辽宁沈阳110036 [2]巴斯斯帕大学创造性计算中心

出　　处：《辽宁大学学报（哲学社会科学版）》2015年第1期92-98,共7页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：国家社科基金项目"大数据对企业非市场战略的影响研究"(14BGL053)

摘　　要：企业、消费者、竞争对手等市场主体与政府、媒体等非市场主体在打交道的过程中,会分别采用市场战略和非市场战略。一旦这两种情况出现在同一个情境下,就必然会涉及市场战略和非市场战略进行整合的问题。基于资源基础论的观点,笔者认为大数据及以其为基础开发的相关产品可以被视作兼具市场和非市场双重属性的异质性资源,从而试图解释企业在利用上述资源的过程中采取非市场战略和市场战略双重导向整合型战略的内在机理,进而分析企业在大数据情境下获取竞争优势地位的战略选择与行为。The emprises will respectively use the market strategy and non-market strategy to deal with market entities such as consumers and competitors, and non-market entities such as government and media. If both are involved in the same situation, it is necessary to integrate those two strategies. From the perspective of resource-based view, this paper regards that big data and those products being developed on it can be described as a kind of resource, which has dual attributes including business and public, and discusses the integration process, strategic choice and behaviors in this situation to gain the sustainable advantages.

关 键 词：政治关联 大数据 非市场战略 行为效应 动态能力 

分 类 号：F062.1[经济管理—政治经济学] C93[经济管理—管理学]