基于制度视角的企业非市场战略与市场战略的整合研究

Study on Integrating Corporate Non-market Strategy with Market Strategy from an Institutional Perspective

经典的战略理论是以"市场"为核心的研究,将"非市场"概念运用到企业层次的战略与行为以寻求竞争优势是战略研究领域出现的新趋势。随着各种非市场因素对企业战略影响重要性研究的逐渐深入,非市场战略的研究逐步兴起并日益成为战略管理研究的重要内容。本文首先从制度与战略互动的新视角论述了企业的非市场和市场行为是对转型背景下非市场和市场环境特征的战略反应;然后从一个古诺竞争模型出发,通过构建博弈模型对非市场战略与市场战略的整合效应作了合理的诠释。研究发现,战略整合的核心在于两者之间的正向外溢性,主要反映在一种战略的效应会正向外溢到另外一种战略。由于市场与非市场战略的指向有所不同,有时又需要交互发生作用,因此,对二者进行有效整合,使其能量能够大于任何单一战略所不能及的限度。

Classical strategic theory focused on the study of ＂market＂, ＂non-market＂ concept applied to corporate strategy and action to seek competitive advantage is the new trend of strategic management field. As further research of various non-market factors influence on enterprise strategy, studies on non-market strategy gradually rise and they are becoming important content in the research of strategic management. First, this article describes that firms＇ non-market and market actions are the strategic response of non-market and market environment characteristics under transition context from an interaction perspective of institution and strategy. Then, starting from a Cournot model, we make reasonable interpretation on integration effect of non-market strategy and market strategy through constructing game model. Results show that the core of integration strategy lies in the positive spillover each other, which major reflects lie in the positive effects of one strategy will spill over to another strategy. The role of market strategy differs from that of non-market strategy, and sometimes they need play an interactive role, therefore, overall energy of conducting effective integration market strategy with non-market strategy can be larger than that of any single strategy. In view of interactive incentive effects of market strategy with non-market strategy, the paper finally gives several revelations for corporate strategy. First, for Chinese enterprises during transition period, they should fully understand the particularity and the vital significance of non-market strategy for enhancing enterprise competition. Secondly, in order to display integrated effect, enterprises should actively integrate non-market strategy and market strategy. Thirdly, corporations should positively explore effective ways and patterns of integration strategy. Finally, enterprises should establish the official public affairs department or the organization, in order to achieve synergy effects with strategic planning departments.