公司战略定位与竞争环境适应性实证分析

WTO环境下,中国企业将与世界一流企业直接交锋。面对激烈的竞争环境,公司如何根据自身的特点,采取相应的竞争战略确定自己的战略性市场定位是急需解决的问题。论文利用我国企业调研的实际数据,对竞争战略定位与市场竞争环境的关系进行了实证分析。研究揭示公司战略的选择受竞争对手、消费者需求等市场环境因素影响;并且,战略类型的积极与否与行业市场环境的复杂性、资源的稀缺性等存在一定的相关性。

谁会更慈善？——基于竞争战略和慈善捐赠行为关系的研究

以企业竞争战略选择作为出发点,对不同企业的捐赠行为和动机进行了研究。研究发现,与保守型竞争战略定位的企业不同,进取型竞争战略定位的企业更倾向于慈善捐赠行为,幅度更明显。其中,企业违规次数具有正向调节效应、管理者的政治关联具有负向调节效应,由此可以部分说明进取型企业的慈善捐赠行为有一定“伪善性”,或者是在谋求有利于企业的政治关联性。

The importance of product positioning and global branding for sustaining competitive advantage within the companies＇ global marketing strategy

In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.