互联网行业环境与企业竞争行动之间的协同演进——基于国内团购行业的案例研究

Synergistic evolution of environment-action relationship in internet industry: A study of Chinese group-buying industry

本文基于战略-环境协同理论,以我国团购企业为例研究了互联网企业战略行动与行业环境之间的关系。为了清晰地呈现互联网企业成长过程中行动和环境的互动演进,本文根据团购行业的特征将其发展历程划分为三个阶段,并从丰富性、复杂性与动态性三个维度对行业环境进行度量,基于文献资料识别出企业在现实竞争中具体执行的竞争行动,包括能动型、反应型以及混合型三种行动类型。研究结果发现:在起步繁荣阶段,能动型行动大量被实施,环境的动态性提高;在行业的竞争洗牌阶段,环境的丰富性增加,能动型行动减少;反应型行动是互联网行业中最频繁执行的一类战略行动,大量的反应型行动会增加环境的丰富性和动态性;在行业平和稳定的阶段,环境的复杂性最低,丰富性最高,企业混合型行动频繁发生。

Based on strategic synergy theory,this article studies environment-action relationship of internet firms, by taking Chinese group-buying industry as an example. In order to clearly present the interactive evolution of the environment and actions during the growth of internet firms,this article divides the development process of the group-buying industry into three stages according to their characteristics and defines environment ’s characteristics as diversity,complexity and dynamism. Based on previous literature, we distinguishthe specific competitive actions in the real competition and categorized them into three categories: active,responsive and combined actions. The results show that in the initial stage of prosperity,a large number of active actions are implemented and the dynamics of the environment increases. In the competitive shuffling stage of the industry, environmental diversity increases and active actions reduce. Responsive actions become the most frequent used strategic actions in the internet industry,leading to the increase of the environment diversity and dynamism. In the mature and stable industry stage,environment complexity reaches the lowest point but diversity remain a high level and combined actions occur frequently. The lowest complexity and highest diversity of the environment led to a large number of combined actions.