战略维度间的匹配关系与企业战略定位选择——基于战略群组理论视角

doi:10.16381/j.cnki.issn1003-207x.2020.02.017

摘要/Abstract

摘要： 基于战略群组理论视角，分析了企业战略定位中不同战略维度的匹配问题。以境内外交易所上市的中国互联网企业为样本，选取移动互联业务比重和IT投入强度这两个关键战略维度，采用面板数据回归模型检验了研究假设。研究发现，当企业的移动互联业务比重和IT投入强度同时处于较高水平时，这一战略组合能为企业带来高绩效，是一种合理的战略位置；另一合理的战略位置则是较低的移动互联业务比重配以较低的IT投入强度，它也明显好于一者较高、另一者较低的战略组合。以上结果表明，战略定位的关键是实现不同战略维度决策之间的合理匹配，从战略组合的角度理解行业中的战略位置。研究结论不仅有助于理解移动互联市场的竞争战略与绩效，也验证了战略群组理论在战略定位研究中的重要意义，对战略组合的分析不可简化为对各战略维度的单独分析。

关键词: 战略定位, 战略群组, 战略维度, 移动互联网, 信息技术投资

Abstract: Strategic positioning has been extensively discussed in the strategic management field, but the constitution of a good position and the mechanisms are not fully revealed. Some studies that claimed to provide strategic positioning knowledge actually focused on certain product or marketing issues. The firm-level strategic positioning still lacks a solid theoretical basis and enough empirical evidence.
Based on the strategic group theory, this study proposes that the key point of competitive strategic positioning is to achieve a good fit between strategic dimensions of competitive strategies. China's internet industry is chosen as the empirical background, and a two-dimensional positioning model consisting of mobile internet business and information technology investment is investigated. Specifically, the proportion of mobile internet business and the intensity of IT investment are tested in separate and combined ways to find the positions where firms are more likely to achieve high performance.
The sample contains Chinese internet companies listed on Shanghai, Shenzhen, Hong Kong, New York and NASDAQ Stock Exchanges over the period of 2011 to 2014. Data are collected from annual reports, homepages of the sample firms and the CSMAR Database. The fixed-effects model and the random-effects model regressions of panel data are used to test research hypotheses, and group comparisons are made to illustrate our results. Firm performance is measured by operating revenue and the size of internet end users.
Our first result is that a firm is more likely to get better performance than the industry average if the firm's mobile internet business proportion and IT investment intensity are both high. Another result is that firms with both low mobile internet business proportion and low IT investment intensity also perform better than those having a high mobile internet business proportion or high IT investment intensity alone. These results demonstrate that the interaction between mobile internet business and IT investment, instead of each strategic variable's independent effect, determines the relative advantage of positions. It's difficult to identify good strategic positions by considering each strategic dimension separately. The key point of successful competitive strategic positioning is to find a good fit between the strategic dimensions, and thereby form an advantageous strategy pattern. The findings also suggest that firms should take the competition within the industry into account to choose among reasonable positions.
Theoretical and empirical supports are given to develop mobile internet business and enhance information technology investment, and provide insights into firms' competitive strategic positioning. The conclusions also indicate that the strategic group level of analysis should not be substituted by the separate analyses of each strategic variable.

Key words: strategic positioning, strategic groups, strategic dimensions, mobile internet, information technology investment

中图分类号:

F272.1
C93-0

段霄, 武常岐. 战略维度间的匹配关系与企业战略定位选择——基于战略群组理论视角[J]. 中国管理科学, 2020, 28(2): 178-189.

DUAN Xiao, WU Chang-qi. Strategic Positioning and the Relationship between Strategic Dimensions: From the Strategic Group Perspective[J]. Chinese Journal of Management Science, 2020, 28(2): 178-189.

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