微型企业创业者进入策略选择研究

A research on entering strategic option for micro-enterprise entrepreneurs

微型企业是创业者实现创业的一种理想的形式,对实力较弱的创业者尤其如此。但是,动态的新经济形势下,微型企业的发展面临着新的机遇和挑战,加之一部分微型企业的创业者缺乏企业家素养,对企业的发展缺乏科学管理和长远战略规划,造成了微型企业高死亡率的现象。以有限理性理论为理论基础,考虑行业的进入和退出壁垒,以及市场吸引力(以行业盈利性表示)和微型企业的特点,通过构建"进退壁垒——市场吸引力"的进入策略选择模型,讨论了不同的进退壁垒与市场吸引力下微型企业创业者的进入策略选择问题。

Micro-onterprise is an ideal form for entrepreneurs to realize their dream of venture, especially to the entrepreneurs whose capital is not strong enough. In the new dynamic economic situation,the development of micro-enterprises faces new opportunities and challenges,many micro-enterprise entrepreneurs are lack of the proficiency of entrepreneurs,and they do not have scientific management and long term strategic planning for their company, which lead to the high mortality of micro-enterprises. Based on Bounded Rationality theory, considered the entry/exit barriers and the market attraction （expressed by profitability of industry） and the characteristics of micro-enterprises,this paper builds a＂entry/exit barrier and market attractiveness＂ model. On the basis of this model, the paper discusses the matter of strategic option under different combinations among entry/exit barriers and market attractiveness.