理性还是情感:动态竞争中企业“攻击—回应”竞争行为的身份域效应——基于AMC模型的视角  

Is it Reason or Feeling? The Effect of the Status Area of the Competitive Behavior of“the Attack-the Reacting”in the Enterprises in the Dynamic Competition

作　　者：程聪[1] 谢洪明[1] 杨英楠[2] 曹烈冰 程宣梅[1] 

机构地区：[1]浙江工业大学中国中小企业研究院 [2]浙江大学建筑工程学院 [3]浙江工业大学教育科学与技术学院

出　　处：《管理世界》2015年第8期132-146,169,共16页Journal of Management World

基　　金：国家社科重大项目(12&ZD098);国家自然科学青年基金(71402168;71102083);教育部人文社会科学研究青年项目(14YJC630019);浙江省自然科学基金(LR12G02001;LQ13G020013)资助

摘　　要：企业动态竞争中,从身份域视角来探讨企业"攻击—回应"竞争行为具有丰富的理论意义。借鉴动态竞争理论中经典的觉察—动机—能力模型,本文通过对阿里和腾讯在互联网第三方支付及其相关业务领域系列竞争行为的案例研究,发现企业身份域范畴内部的竞争行动主要由经济理性驱动,而企业身份域范畴外部的竞争行动则主要是由情感认知驱动。发生在身份域范畴内部的企业竞争行动凭借核心技术、市场经验等资源优势,通常能够获得良好的竞争效益,相反,企业在身份域范畴外部实施的竞争行动效果往往一般。因此,在市场变革的巨大压力下,企业为了获得在未来核心业务上的长期竞争优势,需要通过联盟、兼并等方式获取外部核心技术、知识等稀缺资源,来重构企业核心竞争力。这也在无形中拓展了企业的身份域范畴,从而又将企业的竞争行动纳入到身份域范畴之内。这项研究较好地阐明了动态竞争中企业竞争行动的决策机制及其效果,并尝试构建了一个企业"攻击—回应"竞争行为的完整框架,拓展了动态竞争理论的研究。To explore, from the aspect of firm's identity domain, firm's competition behavior of'attack-the reacting'in firm's dynamic competition, has an abundant theoretical value. Using as reference the classic model of awareness-motivation-capability in competitive dynamic theory, we have, through the third-party payment, of Alibaba and Tecent,on network and a case study on the competitive behavior of the system in the domain of its relative business, discov-ered that the competition behavior within the category of form's identity domain is mainly driven by the economic ratio-nality, but the behavior outside the firm's identity domain is driven by the feeling cognition. By the use of the keytechnologies, the market experiences and other resources advantages, the firm's competitive action taking place withinthe category of the identity domain can usually obtain good competition benefits, and, in contrast, firm's effect of thecompetitive action carried out outside the category of its identity is often normal. Therefore, under the great pressure ofthe market reform, in order to obtain the long-term competition advantage in the future key business, the firm needs touse alliance and merger and other ways to get the external technology, the knowledge and other scarce resources to re-construct firm's key competitive forces. This action expands the scope of the identity domain virtually, and thus, in-cludes firm's competitive behavior into the firm's identity domain again. This study of ours has better elaborated themechanism of and its effect of policy-making in firm's competition action in the dynamic competition; in this study,we have attempted to build a thorough model of the firm's'the attack-the reacting'competitive behavior, and expand-ed the research on the theory of the dynamic competition.

关 键 词：动态竞争 身份域 “攻击-回应”竞争行为 AMC模型 

分 类 号：F271[经济管理—企业管理]