论企业战略观选择的市场逻辑——基于西方企业战略理论与实践演进的脉络分析

On the Choice of Marketing Logic of Enterprise's Strategies——Based on the logical analysis of Western enterprise's strategic theory and practical evolution

企业战略观反映一个企业在战略问题上的基本价值取向。按对外部市场环境及内部资源能力之于企业竞争优势价值与意义的基本看法与相对重视程度,企业战略观可分为三种基本类型:市场环境本位战略观、资源能力本位战略观和匹配型战略观。不同的市场经济形态会从客观方面影响市场环境与资源能力之于企业及其竞争优势的相对价值与意义,进而从主观方面影响企业家对市场环境与资源能力之于企业及其竞争优势价值与意义的判断。因此,企业战略观选择的市场逻辑性十分显著,这可从西方企业战略理论与战略实践的演进中得到证实。

The enterprise strategic concept reflects an enterprise＇s basic value direction on the strategic question. According to the relative value of outer factors and inner factors to the competitive advantages of an enterprise, the values of an enterprise strategy can be summed up as three basic types, i.e. marketing environment standard strategic concept; resource force standard strategic concept and matching type strategic concept. Different marketing economy forms can objectively affect the relative value of outer factors and inner factors to the competitive advantages of an enterprise; further affect the enterpriser＇s judgment of the influence of marketing environment and the resource force on the enterprise and its competitive advantages.. So, the strategic choice of the marketing logic for the enterprise is very remarkable, which can be proved from the evolution of Western enterprise strategic theory and practice.