竞争战略的测量方法及其应用

Measuring Methodology of Competitive Strategy and its Application

本文使用文献回顾的方法,通过对国内外竞争战略实证研究的文献分析,发现:(1)竞争战略的测量重在突出企业的战略维度特征而非战略类型,低成本战略和差异化战略仍是研究重点,差异化战略维度的细微差异得到更多关注;(2)战略维度的确定以演绎方法为主;(3)使用国外成熟的测量量表和数据分析方法。基于中国情境的特殊性,研究人员应关注低成本战略维度的细微差异,使用多种数据来源,采用多种测量方法,尤其需加强测量方法改进与创新的基础研究。

Using literature review method, this paper studied domestic and foreign empirical papers related to the discussion of com- petitive strategy in strategic research, and find the following： （1） the focus of empirical competitive strategy literature is less on strategy dassificatious but on measuring the differences along key dimensions, while low cost strategy and differentiation strategy remain to be re- search interest, mere fine- grained differences along differentiation strategy have been explored; （2） strategy dimensions are set by a de- ductive approach; （3） operational measures and analytical techniques are derived from the previous literature. While Chinese context is u- nique and complex, researchers should pay more attention to the fine - grained differences along low cost strategy, and can enhance the validity of their strategy measures if they rely on multiple sources of information and employ multiple measurement techniques, especially put mere efforts on the improvement and innovation of measuring methodology.