作　　者： ;

机构地区： 深圳大学管理学院

出　　处： 《经济管理》 2018年第6期100-114,共15页

摘　　要： 本文基于管制放松情境下的移动壁垒视角,在行业内部根据资源配置和经营范围的差异,对行业内部的企业进行战略群组划分,在此基础上,分析不同战略群组中,企业营销竞争行动对销售绩效的影响及其差异。检验结果发现,各个战略群组的企业销售绩效存在明显差异。从企业营销竞争行动对销售绩效的检验结果看,企业营销竞争行动的密集性/异质性对企业销售绩效具有显著正向效应,企业营销竞争行动的简单性对企业销售绩效具有显著负向效应。另外,从各个战略群组对比看,在企业成员规模越大的战略群组中,企业营销竞争行动的密集性、简单性、异质性与企业销售绩效之间效应越强。这说明,行业内部结构会对企业营销竞争行动与竞争绩效之间关系产生影响,在企业规模最大的战略群组(Group 1)中,企业采用密集性、异质性竞争手段更容易取得相比其他战略群组成员的优势,但是,该战略群组企业如果采用简单性竞争手段,将面临比其他战略群组成员更大风险;在企业规模最小的战略群组(Group 4)中,情况正好相反。本文主效应在三个战略群组之间的差异可以视为"企业规模效应"在行业结构角度的体现,弥补了以往经济学分析方法无法顾及企业个体差异的局限,可以为管制放松情境下企业销售绩效提供企业个体和行业结构两个层面的解释,在营销战略领域实现了动态和静态两种分析方法的结合。 Deregulation is a major policy choice made at the national or industry level to introduce competitive market mechanisms,the accompanying changes of competition scope and market structure will bring profound influence to the sales performance of firms.Prior to deregulation,firm s marketing competitive action was affected by factors such as social constraints and institutionalized pressures,however,afterderegulation,the social constraints and institutionalized pressures on firm s marketing competitive action have gradually been removed,firms demands for competitive advantage rely more on specific marketing competition actions.Therefore,exploring the relationship between firms marketing competitive action and sales performance in the context of deregulation is a new situation and problem facing the industry and theoretical circles.This paper chooses the operating date between the year 2000 and 2015 of 18 companies in India s telecom industry as the research sample,specially,the data of 2000-2006 years belong to the research context before deregulation,the data of 2007-2015 years belong to the sample after deregulation.If we take the single quarter business data of a single firm as a sample,the data contains 1080 samples in all.Based on the perspective of mobile barriers within an industry after deregulation,According to the differences in resource allocation and business scope,the author divided the sample into four strategic groups,and then explored the following questions:in each strategic group,what is the relationship between firms marketing competitive action and sales performance?What is the change trend in the relationship between strategic groups and sales performance in every group?This can help us to understand the influence mechanism of the firm s strategic group attribute on the main effects.The empirical results show that,there is a significant positive relationship between the intensity/heterogeneity of marketing competitive action and sales performance,but the relationship between the simplicity of ma

关 键 词： 营销竞争行动 移动壁垒 战略群组 企业规模效应 销售绩效

领　　域： [经济管理—企业管理] [经济管理—国民经济]