基于文本挖掘和语义网络方法的战略导向交互现象研究——以生物技术企业为例

Study on Interactive Pattern of Strategic Orientations Based on Text Mining and Semantic Networks: Case Study of Biotechnology Firms

战略导向之间的交互现象是指不同导向在一定时期内能够在同一家企业内共存,从而形成特定的战略导向格局。研究企业战略导向在技术和顾客两个方向上是如何交互并存的,基于顾客战略导向和技术战略导向的强弱差异,从四个维度建立模型。使用路透社企业数据库,选取Biogen、Amgen和Merck三家企业为案例,基于KDD设计文本挖掘模型。研究发现,三家企业表现出多种战略导向格局,但以平衡格局为主。同时使用国内一家大型制药企业的案例作为对比。构建战略行为的语义网络探索不同的战略导向行为是如何共同作用于企业技术创新和产品商业化的。尝试使用KDD和语义网络方法提供一种新的案例分析思路。

The phenomenon of the interaction between strategic orientations means that in a given period different orientations can coexist within the same company, to form a specific pattern of strategic orientation. We focus on technology-customer strategy oriented pattern of biotechnology enterprise, build models from four dimensions based on degree of strength of customer-orientation and technology orientation, namely the balanced, internal focused, ex-ternal focused and unfocused. We use Reuters Key Development Enterprise database, select Biogen Idec, Amgen and Merck as sample cases. We build text mining model based KDD. After coding process, we verify whether the enterprise exist a complementary pattern of strategic orientation. The study finds that three firms show a varie-ty of strategic orientation pattern, but balanced pattern dominates. In order to compare, we also use the case of a large domestic pharmaceutical companies. We also analyze how different strategic behavior influences innovation and commercialization. We introduce a new path to apply case study through KDD and semantic networks.