国内市场一体化下的企业竞争策略调整:广告优先还是创新优先?  

The Adjustment of Enterprise Competitive Strategy under the Domestic Market Integration: Advertising Priority or Innovation Priority?

作　　者：卿陶 黄先海[2] Qing Tao;Huang Xianhai(:School of Economics,Southwest University of Political Science and Law;:School of Economics,Zhejiang University)

机构地区：[1]西南政法大学经济学院,401120 [2]浙江大学经济学院,310058

出　　处：《经济评论》2022年第4期21-38,共18页Economic Review

基　　金：教育部哲学社会科学研究重大课题攻关项目“新发展格局下数字产业链发展战略研究”(项目编号:21JZD022)的资助。

摘　　要：本文分析了国内市场一体化对企业广告和创新两种竞争策略的影响。研究发现:(1)企业的创新行为和广告行为之间存在互补关系,企业更多的创新行为会导致更多的广告行为,反之亦然;(2)当国内市场一体化增强时,企业会出现有偏于创新的市场竞争策略调整;(3)异质性检验发现,中东部地区企业和非国有企业的竞争策略在国内市场一体化增强时都会偏向于创新,而西部地区企业和国有企业不受其影响;(4)机制分析表明,广告和创新当期都能提高企业销售额和加成率,但广告的动态衰减速度明显快于创新,企业基于最优市场绩效的考虑,会采用有偏于创新的竞争策略调整。本文研究结果表明,国内市场一体化能够推动企业内资源配置优化,促进企业创新,对于实现创新驱动发展具有重要启示意义。This paper analyzes the impact of domestic market integration on the two competitive strategies of enterprise, advertising and innovation. It is found that:(1) There is a complementary relationship between innovation behavior and advertising behavior of enterprises, more innovation will lead to more advertising, and vice versa;(2) When domestic market integration is strengthened, enterprises will adjust their market competition strategies biased towards innovation;(3) The heterogeneity test finds that the competitive strategies of enterprises in the Middle and East of China, non-state-owned enterprises will tend to innovation when the domestic market integration is strengthened, while the enterprises in the West and state-owned enterprises are not affected by it;(4) Mechanism analysis shows that both advertising and innovation can increase the sales volume and markup rate of enterprises in the current period, but the dynamic attenuation speed of advertising is significantly faster than innovation. Enterprises will adjust their competitive strategies biased towards innovation based on the consideration of optimal market performance.The results of this paper show that domestic market integration can promote the optimization of resource allocation in enterprises and promote enterprise innovation, which has important enlightenment significance for realizing innovation driven development.

关 键 词：国内市场一体化 创新 广告 企业竞争策略 

分 类 号：F270[经济管理—企业管理] F713[经济管理—国民经济]