从多点接触角度看中国家电行业的动态竞争

发布时间：2018-03-28 15:46

本文选题：多点竞争　切入点：相互克制　出处：《复旦大学》2013年硕士论文

【摘要】：虽然多点竞争的概念早在上世纪80年代就已提出,但至今仍是国内外企业战略管理学界最重要的研究方向之一。而中国学者在该领域的研究起步晚于国外学者,直到上世纪90年代末我国才引入了动态竞争理论。在竞争日益激烈、企业战略日益动态的全球化背景下,对多点竞争理论的深入研究有助于企业对竞争对手行为进行分析并采取最优行动,有助于减少恶性竞争、提高市场的整体效率,并从动态竞争角度为企业的绩效提高提供参考意见。而现有的研究文献大多仍停留在理论分析层面,由于数据收集难度等各方面原因,所做的实证研究较少,即便有中外学者选取了某一特定领域进行了实证分析,但多数都集中在航空、酒店、保险等行业,对以上行业以外的研究可以说仍处于空白期。本文试图从竞争互动的角度出发,对中国家电行业的发展历史及竞争现状进行梳理和分析,探究多点竞争在该行业的形成过程及其相关理论的具体应用。之所以选取家电行业为研究对象是因为该行业历经改革开放三十年的发展,在中国已成为一个高度开放、高度市场化以及完全竞争的代表性行业,研究的框架及相关结论可被适度拓展到其他行业,提高了研究的价值。而有别于以往研究的是本文并非从某一多点竞争理论的细节入手,检验某特定因素对企业绩效的影响,而是从全局角度出发,构建了运用多点竞争理论对家电行业竞争状况的分析框架。本文从较为宏观的行业层面,进一步深入到企业层面,最后具体到公司的行动层面,分别将多点竞争理论的一些研究发现与现实竞争环境中的企业实务联系起来,分析了中国家电行业在动态竞争环境中多点竞争格局的形成过程,探究了行业中具有代表性的几家企业对多点竞争优势的利用情况,指出了企业在具体行动层面存在的不足,并为将来企业如何通过多点竞争优势的发挥来降低竞争强度、提高绩效提出了具体操作建议。系统化分析框架的提出、理论与实务的结合、微型案例的穿插分析以及将多点竞争理论与其他战略管理理论的结合研究是本文的几处亮点之一。希望本文的研究思路能为将来其他学者拓展到其他行业的研究带来借鉴,而本文对中国家电行业竞争现状存在的问题及改进方案的提出也能为家电企业未来竞争战略的规划提供参考。
[Abstract]:Although the concept of multi-point competition was put forward as early as 1980s, it is still one of the most important research directions in the field of enterprise strategic management at home and abroad. It was not until the end of 1990s that China introduced the theory of dynamic competition. The in-depth study of the theory of multi-point competition is helpful for enterprises to analyze the behavior of competitors and take the best action, to reduce the vicious competition and to improve the overall efficiency of the market. And from the point of view of dynamic competition to provide reference for the improvement of enterprise performance. However, most of the existing research literature is still in the theoretical analysis level, due to the difficulty of data collection and other reasons, the empirical research done is less. Even though some Chinese and foreign scholars have selected a specific field for empirical analysis, most of them are concentrated in aviation, hotel, insurance and other industries. This paper attempts to sort out and analyze the development history and competition status of Chinese household appliance industry from the angle of competition interaction. This paper explores the forming process of multi-point competition in this industry and the specific application of relevant theories. The reason for choosing the household appliance industry as the research object is that the industry has become highly open in China after three decades of reform and opening up. Highly market-oriented and fully competitive representative industries, the research framework and related conclusions can be appropriately extended to other industries, What is different from the previous research is that this paper does not start with the details of a multi-point competition theory to test the impact of a particular factor on the performance of the firm, but from the perspective of the overall situation. In this paper, the author constructs the analysis frame of the competition situation of the household appliance industry by using the multi-point competition theory. This paper goes deep into the enterprise level from the macro industry level, and finally to the action level of the company. Connecting the research findings of multi-point competition theory with the practice of enterprises in the real competition environment, this paper analyzes the forming process of the multi-point competition pattern in the dynamic competition environment of Chinese household appliances industry. This paper probes into the utilization of the multi-point competitive advantage by several representative enterprises in the industry, points out the shortcomings of the enterprises in the specific action level, and points out how to reduce the competition intensity through the exertion of the multi-point competitive advantage in the future. Specific operational suggestions are put forward to improve performance. The proposal of systematic analysis framework, the combination of theory and practice, One of the highlights of this paper is the interweaving analysis of micro cases and the combination of multi-point competition theory and other strategic management theories. I hope that the research ideas of this paper can be used for reference by other scholars in the future. This paper also provides a reference for the planning of the future competition strategy of the household appliance enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6

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