中国互联网三巨头竞争互动研究

The Research on Competitive Interaction of China's Three Internet Giants

随着互联网信息服务企业的不断壮大,附随扩散等跨领域竞争行为使得企业间的竞争互动更加复杂多样。能否在纷繁的竞争中探寻出互动规律,从而为企业制定合理的战略,直接关系着企业的竞争力水平与未来市场地位。文章以BAT企业为样本企业,根据竞争互动理论,运用结构内容分析法,从市场行为和非市场行为角度研究互联网信息服务业的竞争互动特点和规律。通过研究发现,互联网信息服务企业通常采取"附随扩散"的行为来进行跨领域竞争,并且这种现象与日俱增;互联网信息服务企业对于竞争对手的非市场进攻行为更为敏感,对非市场行为的回应速度更快;在相同业务领域中,企业之间更加倾向于采取战术性竞争互动,对于竞争对手的进攻,企业会采取相同类型的竞争行为予以回应,相关研究可为互联网信息服务企业战略的制定提供一定参考。

With the continuous development of internet information service companies,some interdisciplinary competition behaviors emerged,such as contingent diffusion,making the competition among enterprises more complicated.Whether to find the interactive laws or not in the complicated competition,so as to make the reasonable strategy for the enterprise,has a close relationship with the level of competitiveness and market position in the future.In this paper,BAT companies are selected as the sample,according to the competitive interaction theory,using structured content analysis method,based on the perspective of market behavior and non-market behavior,researching the competitive interaction characteristics and laws of internet information service companies.Through the study,the results indicate that internet information service companies usually adopt ＂contingent diffusion＂ behavior to carry out cross-cutting competition,and this phenomenon is increasing;Internet information service companies are more sensitive and respond faster to non-market behavior of competitors;In the same business areas,companies are more inclined to take tactical competition and take the same type of competitive behavior when attacked.So the relevant research can provide some guidance for internet information service company when making the enterprise strategy.