本文選題：市場進(jìn)入行為組合 + 資源多元化程度�。� 參考：《中國科學(xué)技術(shù)大學(xué)》2017年博士論文

【摘要】：在商業(yè)環(huán)境處于動(dòng)態(tài)變化和日益復(fù)雜的背景下,充斥著不確定性的各類新產(chǎn)品市場的涌現(xiàn)對所有企業(yè)的生存和發(fā)展來說,既是機(jī)遇也是挑戰(zhàn)。市場進(jìn)入已經(jīng)成為企業(yè)亟需面對的一種戰(zhàn)略情境。不管是已經(jīng)進(jìn)入市場的在位企業(yè),還是計(jì)劃進(jìn)入的創(chuàng)業(yè)型企業(yè)都需要選擇特定的市場進(jìn)入戰(zhàn)略,即思考如何把握適當(dāng)?shù)臅r(shí)機(jī)進(jìn)入市場。而這種市場進(jìn)入時(shí)機(jī)的戰(zhàn)略決策的制定將成為企業(yè)在未來建立競爭優(yōu)勢的重要來源。在以往的戰(zhàn)略管理研究中,市場進(jìn)入行為往往被視為單個(gè)事件,既有的基于資源基礎(chǔ)觀視角下的研究聚焦于單個(gè)市場進(jìn)入行為決策如何導(dǎo)致不同類型的市場進(jìn)入者之間的績效差別。近些年,已經(jīng)有學(xué)者強(qiáng)調(diào)市場進(jìn)入不能簡單地視為一個(gè)單獨(dú)的事件,而應(yīng)被看作是一個(gè)過程。另一方面,以往的研究在先動(dòng)優(yōu)勢(Firstmoveradvantage)理論基礎(chǔ)上關(guān)注早進(jìn)入市場者如何建立相對于晚進(jìn)入者的競爭優(yōu)勢,對市場進(jìn)入時(shí)機(jī)的度量僅僅考慮同市場先行者或市場形成時(shí)的時(shí)間差。市場進(jìn)入時(shí)機(jī)已經(jīng)被證明是內(nèi)生的,即市場進(jìn)入時(shí)機(jī)決策不僅會(huì)受到市場環(huán)境影響,更多地是體現(xiàn)企業(yè)內(nèi)部的戰(zhàn)略意圖。因此,本研究的主要目的是分析企業(yè)一定時(shí)間段內(nèi)采取的市場進(jìn)入行為組合對企業(yè)市場表現(xiàn)的影響,以及將市場進(jìn)入時(shí)機(jī)分為內(nèi)部進(jìn)入時(shí)機(jī)和外部進(jìn)入時(shí)機(jī)并探究兩個(gè)維度的市場進(jìn)入時(shí)機(jī)的決策動(dòng)因和結(jié)果。本研究的主要工作如下:首先,對新產(chǎn)品市場進(jìn)入行為組合同企業(yè)市場表現(xiàn)之間關(guān)系進(jìn)行分析。從企業(yè)的角度出發(fā),以中國乘用車市場2007年至2012年所有上市的新車面板數(shù)據(jù)為樣本,以動(dòng)態(tài)競爭理論中的競爭性行為類目理論及信號(hào)理論為基礎(chǔ),檢驗(yàn)企業(yè)新產(chǎn)品市場進(jìn)入行為組合的結(jié)構(gòu)性特征(數(shù)量性、復(fù)雜性和異質(zhì)性)對企業(yè)市場表現(xiàn)的影響,同時(shí)結(jié)合信號(hào)理論,研究企業(yè)聲譽(yù)對它們之間關(guān)系的調(diào)節(jié)作用。研究分析表明,企業(yè)新產(chǎn)品市場進(jìn)入行為組合的數(shù)量性、復(fù)雜性和異質(zhì)性特征對企業(yè)市場表現(xiàn)均產(chǎn)生影響,企業(yè)聲譽(yù)能調(diào)節(jié)復(fù)雜性同企業(yè)市場表現(xiàn)之間的關(guān)系。其次,研究新產(chǎn)品市場進(jìn)入時(shí)機(jī)的決策動(dòng)因�；诋a(chǎn)品的視角,以中國乘用車市場為研究對象并以2011-2013年乘用車市場中所有上市的新產(chǎn)品為樣本,根據(jù)市場進(jìn)入時(shí)機(jī)對比對象的不同,將市場進(jìn)入時(shí)機(jī)分為反映企業(yè)內(nèi)部產(chǎn)品戰(zhàn)略的內(nèi)部進(jìn)入時(shí)機(jī)和反映競爭對手影響的外部進(jìn)入時(shí)機(jī)。分析企業(yè)層面的資源多元化程度、產(chǎn)品層面的市場進(jìn)入經(jīng)驗(yàn)如何影響內(nèi)外部市場進(jìn)入時(shí)機(jī)的選擇并探究市場不確定性如何調(diào)節(jié)資源多元化程度、產(chǎn)品市場進(jìn)入經(jīng)驗(yàn)同內(nèi)外部進(jìn)入時(shí)機(jī)之間的關(guān)系。分析結(jié)果表明,企業(yè)內(nèi)部進(jìn)入時(shí)機(jī)受到資源多元化程度和市場進(jìn)入經(jīng)驗(yàn)影響,外部進(jìn)入時(shí)機(jī)主要受到資源多元化程度影響。市場不確定性分別影響資源多元化程度同內(nèi)部進(jìn)入時(shí)機(jī)、資源多元化程度同外部進(jìn)入時(shí)機(jī)、市場進(jìn)入經(jīng)驗(yàn)同內(nèi)部進(jìn)入時(shí)機(jī)之間的關(guān)系。最后,檢驗(yàn)新產(chǎn)品市場進(jìn)入時(shí)機(jī)同產(chǎn)品市場表現(xiàn)之間的關(guān)系�；诋a(chǎn)品的視角,以中國乘用車市場為研究對象并以2011-2013年乘用車市場中所有上市的新產(chǎn)品為研究樣本,分析新產(chǎn)品市場進(jìn)入時(shí)機(jī)的兩個(gè)維度—內(nèi)部進(jìn)入時(shí)機(jī)和外部進(jìn)入時(shí)機(jī)—對產(chǎn)品市場表現(xiàn)的影響。同時(shí)還考慮兩種進(jìn)入時(shí)機(jī)的交互影響,分析內(nèi)部進(jìn)入時(shí)機(jī)如何調(diào)節(jié)外部進(jìn)入時(shí)機(jī)同產(chǎn)品市場表現(xiàn)之間的關(guān)系。研究結(jié)果指出,內(nèi)部進(jìn)入時(shí)機(jī)取值越高,即產(chǎn)品距離上次同品牌產(chǎn)品市場進(jìn)入時(shí)間間隔越大,越有利于提升產(chǎn)品的績效。外部進(jìn)入時(shí)機(jī)取值越高,即產(chǎn)品距離上次競爭對手產(chǎn)品市場進(jìn)入時(shí)間間隔越大,對產(chǎn)品的績效的提升越明顯。內(nèi)部進(jìn)入時(shí)機(jī)負(fù)向調(diào)節(jié)外部進(jìn)入時(shí)機(jī)同產(chǎn)品市場表現(xiàn)之間的關(guān)系。分析結(jié)果進(jìn)一步指出,新產(chǎn)品的市場進(jìn)入的存在“擠出效應(yīng)”,即一定時(shí)間內(nèi)有太多的新產(chǎn)品涌入市場時(shí),會(huì)導(dǎo)致市場容量的縮小,不利于新產(chǎn)品取得較好的市場表現(xiàn)。本研究的創(chuàng)新之處主要有以下幾個(gè)方面:第一,有別于現(xiàn)有的只關(guān)注于單個(gè)新產(chǎn)品市場進(jìn)入事件的研究,由于單一的新產(chǎn)品市場進(jìn)入行為容易被競爭對手模仿并超越,本文首創(chuàng)地運(yùn)用競爭性行為類目理論研究一定時(shí)間段內(nèi)企業(yè)新產(chǎn)品市場進(jìn)入行為組合特征(數(shù)量性、復(fù)雜性和異質(zhì)性)對企業(yè)市場表現(xiàn)的影響。同時(shí)運(yùn)用信號(hào)理論,研究企業(yè)聲譽(yù)如何調(diào)節(jié)影響市場進(jìn)入行為同企業(yè)市場表現(xiàn)之間的關(guān)系。第二,本文通過對市場進(jìn)入時(shí)機(jī)的分類(內(nèi)部和外部進(jìn)入時(shí)機(jī))推動(dòng)了市場進(jìn)入時(shí)機(jī)研究的發(fā)展。已有的研究已經(jīng)開始認(rèn)識(shí)到,市場進(jìn)入是一個(gè)動(dòng)態(tài)的過程,不能視為單獨(dú)的事件或行為,需要結(jié)合市場進(jìn)入主體及所處環(huán)境特征進(jìn)行分析研究;這也導(dǎo)致近些年的研究者開始專注于市場重復(fù)進(jìn)入行為和事后進(jìn)入的研究。盡管本研究的主體是基于現(xiàn)有的市場進(jìn)入研究文獻(xiàn)基礎(chǔ)上,而將市場進(jìn)入時(shí)機(jī)分成內(nèi)部和外部兩種類型,開創(chuàng)了市場進(jìn)入時(shí)機(jī)領(lǐng)域研究的先河。第三,本研究創(chuàng)新性地同時(shí)采用多層次(產(chǎn)品、企業(yè)和市場)的變量來研究市場進(jìn)入時(shí)機(jī)的決策動(dòng)因。已有學(xué)者強(qiáng)調(diào),研究市場進(jìn)入時(shí)機(jī)的決策動(dòng)因及結(jié)果,需要同時(shí)考慮產(chǎn)品層面、企業(yè)或品牌層面以及市場或行業(yè)層面特征。本研究選取了企業(yè)層面的資源多元化程度、產(chǎn)品層面的市場進(jìn)入經(jīng)驗(yàn)和市場層面的不確定性,在探討產(chǎn)品市場進(jìn)入時(shí)機(jī)的決策動(dòng)因。第四,本研究發(fā)現(xiàn)了市場進(jìn)入行為存在“擠出效應(yīng)”,即一定時(shí)間內(nèi)有太多的新產(chǎn)品涌入市場時(shí),會(huì)導(dǎo)致細(xì)分市場容量的縮小,進(jìn)而加劇了市場競爭的激烈程度�，F(xiàn)有的市場進(jìn)入時(shí)機(jī)研究,只專注于研究單個(gè)產(chǎn)品或企業(yè)所采取地市場進(jìn)入時(shí)機(jī)選擇的前置影響因素和后續(xù)結(jié)果,沒有關(guān)注市場容量會(huì)隨著進(jìn)入的新產(chǎn)品數(shù)變化而變化。因此,本研究所發(fā)現(xiàn)的市場進(jìn)入行為的“擠出效應(yīng)”對現(xiàn)有的市場進(jìn)入時(shí)機(jī)研究領(lǐng)域具有一定的理論貢獻(xiàn)。
[Abstract]:In the context of the dynamic and increasingly complex business environment, the emergence of all kinds of new product market, which is full of uncertainty, is both an opportunity and a challenge for the survival and development of all enterprises. Market entry has become a strategic situation urgently needed by the enterprise. The entering enterprise needs to choose the specific market entry strategy, that is to think about how to grasp the appropriate opportunity to enter the market. And the formulation of the strategic decision of this market entry time will become an important source of the enterprise's competitive advantage in the future. In the past strategic management research, the market entry behavior is often regarded as a single one. In recent years, some scholars have emphasized that market entry can not be viewed as a single event, but should be regarded as a process. On the basis of the theory of first dynamic advantage (Firstmoveradvantage), it is concerned about how to establish the competitive advantage of the early entering market relative to the late entry. The measurement of market entry time only takes into account the time difference between the same market forerunner or the market formation. The opportunity of market entry has been proved to be endogenous, that is, the market entry time is not decided. The main purpose of this study is to analyze the impact of market entry combination on the performance of the enterprise market in a certain period of time, and to divide the market entry time into the internal entry opportunity and the external entry opportunity and explore the two dimensions. The main work of this study is as follows: first, the relationship between the market entry combination of new products and the performance of the enterprise market is analyzed. From the point of view of the enterprise, the data of all the new car panel listed in the Chinese passenger car market from 2007 to 2012 are sample, and the dynamic competition theory is in the dynamic competition theory. Based on the competitive behavior category theory and signal theory, it examines the impact of the structural characteristics (quantity, complexity and heterogeneity) of the market entry of new products on enterprise market performance, and combines the signal theory to study the regulatory role of corporate reputation on the relationship between them. The quantitative, complex and heterogeneous characteristics of the field entry combination have an impact on the performance of the enterprise market, and the corporate reputation can regulate the relationship between the complexity and the performance of the market. Secondly, the decision-making motivation of the market entry time of the new product is studied. Based on the product perspective, the Chinese passenger car market is the research object and 2011-2013 All the new products listed in the annual passenger car market are samples. According to the difference of the market entry time contrast, the market entry time is divided into the internal entry time reflecting the internal product strategy of the enterprise and the external entry time reflecting the influence of the competitors. How experience affects the choice of the opportunity of entering and outside markets and exploring how market uncertainty regulates the degree of diversity of resources and the relationship between the experience of the product market and the time of internal and external entry. The results show that the timing of internal entry is influenced by the degree of diversification of resources and the experience of market entry, and the external entry is the main opportunity. The market uncertainty affects the degree of resource diversification and the opportunity of internal entry, the degree of resource diversification and the opportunity of external entry, the relationship between the market entry experience and the internal entry time. Finally, the relationship between the opportunity of entering the new product market and the performance of the product market. Taking the Chinese passenger car market as the research object and taking all the new products listed in the 2011-2013 year passenger car market as the research sample, the paper analyzes the two dimensions of the opportunity of the new product market entry - the internal entry opportunity and the external entry opportunity - the impact on the performance of the product market. Meanwhile, the interaction effects of the two kinds of entry timing are also considered. The research results show that the higher the timing of the internal entry time is, the higher the time of the internal entry time is, the greater the distance between the product distance and the time of the brand product market, the more conducive to improving the performance of the product. The higher the external entry time is, the higher the value of the external entry time, the more the product is from the last competition. The greater the time interval between the competitor's product market, the more obvious the performance of the product is improved. The internal entry time is negative to the relationship between the timing of adjusting the external entry time and the performance of the product market. The analysis results further indicate that the "extrusion effect" of the new product market enters, that is, there are too many new products into the market for a certain time. It will lead to the reduction of the market capacity, which is not conducive to the better market performance of new products. The innovation of this study mainly includes the following aspects: first, it is different from the existing research on the entry of a single new product market, because the market entry behavior of a single new product is easy to be imitated and surpassed by the competitors. Using the theory of competitive behavior category to study the influence of the portfolio characteristics (quantity, complexity and heterogeneity) on the performance of the enterprise market performance in a certain period of time, and using the signal theory to study how the corporate reputation regulates the relationship between market entry behavior and the performance of the enterprise market. Second The present study has begun to realize that market entry is a dynamic process, which can not be considered as a separate event or behavior, which needs to be analyzed and studied by the market entry subject and the environmental characteristics. In recent years, researchers have begun to focus on the study of repeated market entry and post entry. Although the main body of this study is based on the existing market entry research literature, the market entry timing is divided into two internal and external types, which pioneered the study of market entry opportunities. Third, this research innovation At the same time, the variables of multilevel (product, enterprise, and market) are used to study the decision-making motivation of market entry timing. Some scholars have stressed that the motivation and results of market entry timing should be considered simultaneously at the product level, enterprise or brand level, and market or industry level. The degree of meta level, the market entry experience and the uncertainty of the market level in the product level. Fourth. This study found that the market entry behavior has the "extrusion effect", that is, when there are too many new products into the market in a certain time, it will lead to the reduction of the market capacity of the subdivision market, and then aggravate the market. The intensity of market competition. The present market entry time studies only focus on the pre impact factors and follow-up results of the market entry timing of a single product or enterprise, and do not pay attention to the change in the market capacity as the number of new products entered. Crowding out effect "has some theoretical contributions to the research field of market entry timing.
【學(xué)位授予單位】：中國科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2

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本文編號(hào)：1964238