不同生命周期阶段企业非市场策略选择的实证分析  

Empirical analysis of non-market strategy selection of enterprises in different stages of life cycle

作　　者：于丽娟[1] 刘晗[1] 祝爱民[1] 李雪[1] 

机构地区：[1]沈阳工业大学管理学院,沈阳110870

出　　处：《沈阳工业大学学报（社会科学版）》2015年第5期420-424,共5页Journal of Shenyang University of Technology(Social Sciences)

基　　金：国家自然科学基金资助项目(71102112)

摘　　要：非市场因素对企业的影响越来越大,是企业寻求竞争优势的一种新趋势。以企业生命周期阶段为视角,分析不同生命周期阶段的特点,结合不同时期非市场策略的特征,提出不同生命周期阶段企业应采取何种非市场策略的假设。以财富中文网公布的2013年中国企业500强上市公司为样本,运用实证分析方法检验处于不同生命周期阶段的企业选择何种非市场策略。研究表明,不同生命周期阶段的企业采取的非市场策略有所不同,旨为企业作出正确决策提供借鉴。Non-market factors are having more and more influence on the enterprises,which is a newtrend for enterprises to look for competitive advantage. Taking the perspective of enterprise life cycle stage,the characteristics of the different life cycle stages are analyzed. The characteristics of non-market strategy in different stages are combined,and the assumptions are proposed for the enterprises to choose the non-market strategies in different stages of enterprise life cycle. The strongest 500 listed Chinese companies announced by the Fortune China website are taken as samples,the enterprises are observed to see what kinds of non-market strategies they chose in different life cycle stages by using the method of empirical analysis. It is shown that the non-market strategies adopted by enterprises in different life cycle stages are different,which can provide reference for the enterprise to make correct decisions.

关 键 词：生命周期 非市场策略 上市公司 公益策略 公关策略 参观策略 参与策略 

分 类 号：F204[经济管理—国民经济]