企业间竞争对抗与竞争策略组合的动态演化——基于我国团购行业的案例研究  

Dynamic Evolution of Firms’ Competitive Confrontation and Competitive Strategy Portfolios:The Case of China’s Group Buying Industry

作　　者：邓新明[1,2] 郭雅楠 刘国华 熊静怡[1] 王惠子 Xinniing Deng;Yanan Guo;Guohua Liu;Jingyi Xiong;Huizi Wang(School of Economics and Management,Wuhan University;Research Institute of Strategic Management,Wuhan University;School of Business and Management,Shanghai International Studies University)

机构地区：[1]武汉大学经济与管理学院 [2]武汉大学企业战略管理研究所 [3]上海外国语大学国际工商管理学院

出　　处：《管理学季刊》2018年第4期72-98,156,157,共29页Quarterly Journal of Management

基　　金：国家自然科学基金面上项目“多点竞争环境中企业的竞争决策组合及其多市场接触的驱动机理与绩效影响研究”(71872132)、“竞争者分析、红皇后效应与企业绩效:组织间竞争对抗及其动态演化的驱动机制研究”(71572132);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)资助

摘　　要：我国团购行业经历了商业史上最惨烈的行业周期演变,最后的市场胜利者“是如何‘活’下来的?”是一个值得深入探讨的问题。本文试图基于动态竞争理论,通过内容分析法,研究团购企业竞争过程中的竞争行动选择与互动策略,以及竞争策略组合的整体特征和动态发展的规律,旨在找到团购企业在激烈的动态竞争环境下能够生存并发展起来的秘密“武器”。研究的主要结论如下:第一,在竞争行动层面,发现企业竞争行为的选择范围仍然只是局限于市场领域,主要实施的行动类型有造势、推出新产品、服务更新与升级、降价、合作与形象补救等。第二,在竞争互动层面,发现团购行业中大部分企业偏好对竞争者发起攻击,但响应程度不高;在具体的竞争攻防过程中,企业更偏好于采取战术性行动;同时企业偏好于大张旗鼓地向竞争对手发起攻击或响应。第三,在竞争策略组合层面,市场领导者偏好于实施适度多样化(即集中采取有限类型的竞争行动);同时倾向于采取具有较高变化性的竞争决策(即较低的竞争惯性)。第四,在竞争行动的动态演进层面,发现整个团购行业的优秀企业已经发展出了一种独特的竞争决策模式,即适度的竞争多样化与较高的竞争变化性组合实施,同时保持一定程度的行动创新性,这应该是现有团购企业能在惨烈的动态竞争中“活”下来的关键竞争原则。The group buying industry has experienced a very competitive industry cycle evolution in China.How did the final markI winners survive and succeed?Bastxl on ihr theory of dynamic competition,this paper attempts to examine how market winners in this industry select their competitive actions and their competitive strategy portfolios.Wc have the following key findings:First,at the level of competitive action,it appears that the competitive behavior is still limited to be market-related rather than non-market related.The major competitive actions include new product development,service renewal and upgrade,price reduction,cooperation and image.Second,at the level of competitive interaction,it is found that most companies in the industry prefer to attack their competitors,but the responses are limited;in the specific competitive attack and defense process,firms prefer to take tactical actions and use a large-scale attack or response to competitors.Third,at the level of strategy portfolios,market survivals prefer to implement moderate diversification(focusing on a limited type of competitive action)and tend to adopt higher variability competition decision-making(lower competition inertia).Finally,in the dynamic evolution of competitive actions,better performing firms tend to have a moderate competition diversification and higher competitive variability portfolios.

关 键 词：动态竞争 竞争策略组合 非市场行动 动态演进 团购行业 

分 类 号：F271[经济管理—企业管理] F724.6[经济管理—国民经济]