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一般竞争战略理论对企业战略决策具有广泛而深远的影响。学者们对一般竞争战略的割裂观和融合观一直争执不休,众多研究呈现出多角度、多证据、结论矛盾和研究混乱的局面。文章通过对相关理论回顾和梳理,揭示出一般竞争战略理论割裂观存在的问题和困境,呈现融合观的理论与实证证据,提炼出混合战略的三个流派,并揭示混合战略研究的脉络和趋势。文章揭示出融合是竞争战略的趋势,实现不同战略类型的融合和竞争战略的多维体系构建,有助于厘清竞争战略研究的混乱和矛盾,打破根深蒂固的"骑墙战略"禁区思维,为企业的战略决策提供系统和多维的视角,并推动一般竞争战略从割裂化向融合化演进,特别是对现阶段的中国企业战略制定具有重要意义。
Abstract：The theory of generic competitive strategy has a wide and far-reaching impact on the strategic decisions of enterprises. However, scholars have been arguing about the fragmentation and integration of generic competitive strategy, and many studies have shown multiple perspectives, evidence, conclusions, and theories of general competitive strategy contradictions and research confusion. Through reviewing and sorting out the relevant theories, this study reveals the problems and dilemmas of the fragmented view of generic competition strategy theory, presenting the convergence of view of the theoretical and empirical evidence, reveals the three schools of hybrid strategy and refines the lineage and trends of hybrid strategy research. This study reveals that convergence is the trend of competitive strategy, achieving the convergence of different strategy types and the construction of a multidimensional system of competitive strategy. It will help to clear up the confusion and contradictions in the study of competition strategy, break the deep-rooted "stuck in the middle strategy" mentality, and provide a better environment for enterprises' competitiveness. To provide a systematic and multidimensional perspective on strategic decision-making and to facilitate the evolution of competition strategy in general from fragmentation to convergence, particularly for the current phase of the competition policy. The strategy formulation of Chinese enterprises is of great importance.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2020.11.002
中图分类号:F271;F272
引用信息:
[1]孙洪杰,张全成,熊素红.一般竞争战略理论论战、观点流派与研究展望——从割裂到融合[J].商业经济与管理,2020,No.349(11):21-34.DOI:10.14134/j.cnki.cn33-1336/f.2020.11.002.
基金信息:
海南省自然科学基金高层次人才项目“选择集内产品属性同异关系对消费者选择的影响:情境操控、线索推断与偏好逆转”(2019RC102);; 国家自然科学基金地区科学基金项目“甘当陪衬还是错位选择?消费者属性参照规避行为研究”(72062013);国家自然科学基金面上项目“基于双向情境效应的属性同异决策研究:效用解构、效应交互与模型构建”(71472018);国家自然科学基金面上项目“基于概念隐喻理论和交感思维理论的感官营销研究”(71672120);; 重庆市基础研究与前沿探索项目“具身认知视角下心理模拟对饮食行为的影响研究”(CSTC2018JCYJAX0044)
2020-11-15
2020-11-15