电子商务企业竞争行为组合的选择与转换

The Selection and Transformation of Enterprise Competitive Behaviors Portfolio in China's E-commerce Industry

以三家电子商务企业为研究对象,采用结构内容分析法,通过分析由权威电子商务研究网站和企业自身发布的234条竞争事件报道,研究电子商务企业竞争行为(市场与非市场行为)组合的选择和转换规律。结果表明:电子商务企业主要实施三种竞争行为组合:扩大范围型、提高地位型、获取资源型;战略目标与竞争行为组合之间存在匹配关系:经营范围战略与扩大范围型行为组合匹配;市场地位战略与提高地位型行为组合匹配;优势资源战略与获取资源型行为组合匹配;竞争行为组合转换的主要路径包括:扩大范围型——提高地位型或获取资源型、提高地位型——获取资源型、获取资源型——提高地位型;电子商务企业战略目标的改变导致了竞争行为组合的转换。

Taking three E-commerce enterprises as an example, this paper studied the selection and transformation rules of E-commerce enterprises competitive behaviors portfolio（ market and non-market behaviors） by using content analysis of 234 competitive events . The results show that： three types of competitive behaviors portfolio are mainly implemented： expanding scopes, improving status, and harves- ting resources; the matching relationships between strategic objective and competitive behaviors portfolio include： business scope strategy matches with the type of expanding scopes, market position strategy matches with the type of improving status, and advantage resources strategy matches with the type of harvesting resources; the main path of the transformation of competitive behaviors combination： expan- ding scopes-- improving status or harvesting resources, improving status-- harvesting resources, harvesting resources--improving status; the change of strategic objective leads to the transformation of competitive behaviors portfolio.