互联网企业扩张动因及实现条件——基于BAT的案例研究  

Motivations for Internet Enterprise Expansion and Its Implementation Conditions:A Case Study Based on BAT

作　　者：郑鸿[1] 徐勇[1] 

机构地区：[1]中山大学管理学院,广州510275

出　　处：《管理案例研究与评论》2016年第6期550-566,共17页Journal of Management Case Studies

基　　金：国家自然科学基金项目"嵌入性视角下联盟组合多样性与企业绩效关系研究"(71302098);教育部人文社会科学基金青年项目"中国城市环境效率与产业结构调整研究"(14YJC790069);广东省自然科学基金项目"联盟组合多样性;网络嵌入性与企业绩效"(S2013040016692)

摘　　要：本文基于百度、阿里巴巴和腾讯(BAT系百度、阿里巴巴、腾讯首字母统称)这三个互联网企业发展扩张的典型案例,运用多事件研究法,研究了互联网企业的扩张动因及实现条件。研究结论表明,战略导向、品牌扩张、企业创新、资本运营、管理团队是互联网企业扩张的动因,企业文化和政策制度是互联网企业扩张的实现条件。以此为基础,提出了互联网企业扩张的动因及实现条件的理论分析框架。研究结论可为互联网企业的扩张决策提供理论借鉴和现实启示,同时也可为政府决策部门完善资本市场制度和企业创新、品牌保护等政策提供有益参考。Based on the expansions of three typical internet companies of Baidu,Alibaba and Tencent(BAT),this paper uses the multiple event study method to explain their expansion motivations and the implementation conditions.The research results indicate that strategic orientation,brand expansion,enterprise innovation,capital operation,management team are the motivations for internet enterprise expansion,and corporate culture and policy system are the conditions to realize the internet enterprise expansion.On this basis,it puts forward theoretical framework of the motivations for the enterprise expansion and its implementation conditions.The research findings can provide a theoretical reference and practical enlightenment for the decision-making in enterprise expansion,and also provide a beneficial reference for government departments to perfect the capital market system,enterprise innovation,and brand protection policy.

关 键 词：企业扩张 战略导向 品牌扩张 创新 资本运营 管理团队 

分 类 号：F270[经济管理—企业管理]