竞争者分析与企业市场、非市场进攻行动选择的关联性研究  

Research on the Correlation between Competitor Analysis and Market/Nonmarket Attacks

作　　者：邓新明[1] 龙良智 龙贤义 叶珍[1] 

机构地区：[1]武汉大学经济与管理学院,武汉430072

出　　处：《管理评论》2017年第11期129-147,共19页Management Review

基　　金：国家自然科学基金项目(71572132;71272232);武汉大学人文社会科学青年学者学术发展团队建设项目(Whu2016011)

摘　　要：本文以中国家电行业内上市公司为研究对象,将动态竞争研究的分析方法从以焦点企业为中心跨越到以竞争者为中心,重点关注竞争者分析对企业市场与非市场进攻行动选择的深层次影响机制。研究结论主要有:第一,市场共性对竞争性进攻行动具有显著的负向影响。其中市场共性对市场进攻具有显著的负向影响,但与非市场进攻却存在一定的弱正相关性;第二,资源相似性对竞争性进攻行动不具有显著的负向影响。但进一步发现,资源相似性对市场进攻具有显著的负向影响,但对非市场进攻却存在着显著的正向影响;第三,市场共性对资源相似性与竞争行动之间的关系具有显著的正向调节作用。进一步,发现市场共性越高,资源相似性与市场进攻行动之间的负向关系越强;市场共性越高,资源相似性与非市场进攻行动之间的正向关系越强;第四,在公司层面,企业规模、企业年龄、资产收益率、资源优势对市场与非市场进攻均具有显著的正向促进作用;政府采购额仅对非市场进攻具有显著的正向影响,对市场进攻的作用并不显著;多元化水平对市场进攻具有弱负向影响,但对非市场进攻却存在着显著的正向影响;在市场层面,发现市场集中度与不可逆性对市场进攻与非市场进攻均具有显著的正向影响。然而,竞争者的进攻仅对市场进攻行动具有显著的正向影响,与非市场进攻并不存在显著的相关性。This study takes the listed companies of Chinese household appliance industry as the research object and switches the analytical method of dynamic competition from focusing on focal firms to focusing on rivals and places emphasis on the in-depth influencing mechanism of the impact of competitor analysis on the company＇s choice of market and non-market attacking act.Conclusions are as follows.Firstly,market commonality has a significant negative effect on competitive attacks.Market commonality has a significant negative effect on market attacking act,however it has a weak positive correlation with non-market attacking act.Secondly,resource similarity has no significant negative effect on competitive attacks,whereas resource similarity has a significant negative effect on market attacks and has a significant positive effect on non-market attacks.Thirdly,market commonality has a significant positive moderating effect on the relationship between resource similarity and competitive act.In detail,the higher the market commonality is,the more negative relationship there will be between resource similarity and market attacks and the more positive relationship there will be between resource similarity and non-market attacks.Fourthly,in the firm level,firm size,firm age,ROA and resource advantage have significant positive effects on both market attacks and non-market attacks.Government procurement only has a significant positive effect on non-market attacks and has no significant effect on market attacks.Diversification level has a weak negative effect on market attacks,but has a significant positive effect on non-market attacks.In the market level,the study finds that both the market concentration and the irreversibility have significant positive effects on market attacks and non-market attacks.However,the attacks from rivals only have a significant positive effect on market attacks,with no significant correlation with non-market attacks.

关 键 词：竞争者分析 市场进攻 非市场进攻 资源相似性 市场共性 

分 类 号：F426.6[经济管理—产业经济] F832.51