战略定位、市场转型与我国体育上市公司经营业绩研究——基于“战略三角”论实证检验  

Strategic Positioning,Market Transformation and the Operation Performance of Listed Sports Corporations in China——An Empirical Test Based on the Theory of “Strategic Triangle”

作　　者：徐飞[1,2] 

机构地区：[1]安徽师范大学经济管理学院,安徽芜湖241000 [2]武汉大学经济与管理学院,湖北武汉430000

出　　处：《成都体育学院学报》2016年第6期23-29,共7页Journal of Chengdu Sport University

基　　金：安徽师范大学"哲学社会科学繁荣发展计划"重大项目"皖江区域产业升级的动力机制与发展路径研究(FRZD201302)"

摘　　要：本研究以2006-2015年体育上市公司为研究样本,实证检验我国体育上市公司战略定位、经营业绩关系,并分析市场转型对体育上市公司战略定位与经营业绩影响。研究发现:我国体育上市公司间战略定位存在差异,分组检验显示2006-2010年间我国体育上市公司广告投入、研发投入和政府补助较2011-2015年发生显著变化。实证检验显示:广告战略、研发战略对于增加公司经营业绩具有显著影响,而灰色战略对公司经营业绩影响不显著;体育上市公司战略定位存在战略迷失;市场转型降低了体育上市公司战略对经营业绩影响,但转型后公司战略替代效应依然显著。Taking the sports corporations listed during the period from 2006 to 2015 as samples, the study eonduetedan empirical test on the relationship between these corporations＇ operation performance and their strategic positioning as well as the influence of market transformation on their operation performance. The findingsindieated that： listed sports corporations in China have different strategic positionings. Grouping test showed that as eompared with the period from 2011 to 2015, listed sports eorporations had dramatic changes in advertising invest- ment, R＆D investment, and government aids during the period from 2006 to 2010. The empirieal test showed that advertising strategy and R＆D strategy have great influence on listed sports corporations＇ operation performance, while gray strategy＇ s influence is not significant; listed sports corporations＇ strategic positioning is not clear; market transformation reduces the influence of strategies on their operation performance, while strategic substitutional effect after market transformation is still obvious.

关 键 词：公司战略 市场转型 经营业绩 战略迷失 

分 类 号：F832.51[经济管理—金融学] G80-05[文化科学—运动人体科学]