企业新产品的市场进入策略选择与效果评价研究

发布时间：2018-06-01 12:49

本文选题：市场进入行为组合 + 资源多元化程度　；参考：《中国科学技术大学》2017年博士论文

【摘要】：在商业环境处于动态变化和日益复杂的背景下,充斥着不确定性的各类新产品市场的涌现对所有企业的生存和发展来说,既是机遇也是挑战。市场进入已经成为企业亟需面对的一种战略情境。不管是已经进入市场的在位企业,还是计划进入的创业型企业都需要选择特定的市场进入战略,即思考如何把握适当的时机进入市场。而这种市场进入时机的战略决策的制定将成为企业在未来建立竞争优势的重要来源。在以往的战略管理研究中,市场进入行为往往被视为单个事件,既有的基于资源基础观视角下的研究聚焦于单个市场进入行为决策如何导致不同类型的市场进入者之间的绩效差别。近些年,已经有学者强调市场进入不能简单地视为一个单独的事件,而应被看作是一个过程。另一方面,以往的研究在先动优势(Firstmoveradvantage)理论基础上关注早进入市场者如何建立相对于晚进入者的竞争优势,对市场进入时机的度量仅仅考虑同市场先行者或市场形成时的时间差。市场进入时机已经被证明是内生的,即市场进入时机决策不仅会受到市场环境影响,更多地是体现企业内部的战略意图。因此,本研究的主要目的是分析企业一定时间段内采取的市场进入行为组合对企业市场表现的影响,以及将市场进入时机分为内部进入时机和外部进入时机并探究两个维度的市场进入时机的决策动因和结果。本研究的主要工作如下:首先,对新产品市场进入行为组合同企业市场表现之间关系进行分析。从企业的角度出发,以中国乘用车市场2007年至2012年所有上市的新车面板数据为样本,以动态竞争理论中的竞争性行为类目理论及信号理论为基础,检验企业新产品市场进入行为组合的结构性特征(数量性、复杂性和异质性)对企业市场表现的影响,同时结合信号理论,研究企业声誉对它们之间关系的调节作用。研究分析表明,企业新产品市场进入行为组合的数量性、复杂性和异质性特征对企业市场表现均产生影响,企业声誉能调节复杂性同企业市场表现之间的关系。其次,研究新产品市场进入时机的决策动因。基于产品的视角,以中国乘用车市场为研究对象并以2011-2013年乘用车市场中所有上市的新产品为样本,根据市场进入时机对比对象的不同,将市场进入时机分为反映企业内部产品战略的内部进入时机和反映竞争对手影响的外部进入时机。分析企业层面的资源多元化程度、产品层面的市场进入经验如何影响内外部市场进入时机的选择并探究市场不确定性如何调节资源多元化程度、产品市场进入经验同内外部进入时机之间的关系。分析结果表明,企业内部进入时机受到资源多元化程度和市场进入经验影响,外部进入时机主要受到资源多元化程度影响。市场不确定性分别影响资源多元化程度同内部进入时机、资源多元化程度同外部进入时机、市场进入经验同内部进入时机之间的关系。最后,检验新产品市场进入时机同产品市场表现之间的关系。基于产品的视角,以中国乘用车市场为研究对象并以2011-2013年乘用车市场中所有上市的新产品为研究样本,分析新产品市场进入时机的两个维度—内部进入时机和外部进入时机—对产品市场表现的影响。同时还考虑两种进入时机的交互影响,分析内部进入时机如何调节外部进入时机同产品市场表现之间的关系。研究结果指出,内部进入时机取值越高,即产品距离上次同品牌产品市场进入时间间隔越大,越有利于提升产品的绩效。外部进入时机取值越高,即产品距离上次竞争对手产品市场进入时间间隔越大,对产品的绩效的提升越明显。内部进入时机负向调节外部进入时机同产品市场表现之间的关系。分析结果进一步指出,新产品的市场进入的存在“挤出效应”,即一定时间内有太多的新产品涌入市场时,会导致市场容量的缩小,不利于新产品取得较好的市场表现。本研究的创新之处主要有以下几个方面:第一,有别于现有的只关注于单个新产品市场进入事件的研究,由于单一的新产品市场进入行为容易被竞争对手模仿并超越,本文首创地运用竞争性行为类目理论研究一定时间段内企业新产品市场进入行为组合特征(数量性、复杂性和异质性)对企业市场表现的影响。同时运用信号理论,研究企业声誉如何调节影响市场进入行为同企业市场表现之间的关系。第二,本文通过对市场进入时机的分类(内部和外部进入时机)推动了市场进入时机研究的发展。已有的研究已经开始认识到,市场进入是一个动态的过程,不能视为单独的事件或行为,需要结合市场进入主体及所处环境特征进行分析研究;这也导致近些年的研究者开始专注于市场重复进入行为和事后进入的研究。尽管本研究的主体是基于现有的市场进入研究文献基础上,而将市场进入时机分成内部和外部两种类型,开创了市场进入时机领域研究的先河。第三,本研究创新性地同时采用多层次(产品、企业和市场)的变量来研究市场进入时机的决策动因。已有学者强调,研究市场进入时机的决策动因及结果,需要同时考虑产品层面、企业或品牌层面以及市场或行业层面特征。本研究选取了企业层面的资源多元化程度、产品层面的市场进入经验和市场层面的不确定性,在探讨产品市场进入时机的决策动因。第四,本研究发现了市场进入行为存在“挤出效应”,即一定时间内有太多的新产品涌入市场时,会导致细分市场容量的缩小,进而加剧了市场竞争的激烈程度。现有的市场进入时机研究,只专注于研究单个产品或企业所采取地市场进入时机选择的前置影响因素和后续结果,没有关注市场容量会随着进入的新产品数变化而变化。因此,本研究所发现的市场进入行为的“挤出效应”对现有的市场进入时机研究领域具有一定的理论贡献。
[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.
【学位授予单位】：中国科学技术大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F273.2

【参考文献】