白酒上市公司动态竞争水平评价研究

Evaluation of dynamic competition of listed Baijiu-making companies

2015年是白酒行业转型发展多变的一年,面临更加复杂多变的宏观形势:经济一体化加快、信息技术传播加速,消费者对产品需求的复杂与精细,产品生命周期缩短;企业竞争模式转向动态竞争,拥有企业动态竞争能力对企业转型发挥着重要作用。白酒上市公司动态竞争水平决定企业的竞争行为、竞争地位及战略转型进程。该文运用主客观结合的熵值-G1组合赋权方法,评价15家白酒上市公司2015年动态竞争水平,结果表明,仅有5家白酒上市公司动态竞争水平高于均值,白酒上市公司间动态竞争水平差异较大,竞争潜力整体较弱。基于评价结果提出了提升白酒企业动态竞争能力的建议。

The transformation development of Baijiu （Chinese liquor） industry was complicated and varied in 2015. Baijiu industry faced more complicated and changeable macro situation, including economic integration accelerated, the spread of information technology sped up, complex and sophisticated demand of consumers for products, and product life cycle shortening. Enterprises competition modes turn to dynamic competition, the dynamic competitive abilities play an important role in the transformation of enterprises. The dynamic competition of listed Baijiu-making companies decided the competition behaviors, competition status and strategic transformation process of enterprises. The dynamic competition of 15 listed Baijiu-making companies in 2015 was evaluated by subjective and objective combination entropy-G1 combination empowerment method. The results showed that only 5 listed Baijiu-making companies＇ dynamic competition level were higher than the average of listed Baijiu-making companies. There were large differences in dynamic competition level among listed Baijiu-making companies, and the overall competitive potentials was weak. Based on the evaluation results, some advice was provided to improve development competitive ability of Baijiu-making enterprises.