競爭優勢對企業競爭對抗策略影響之實證研究 - 以中國啤酒行業為例

Abstract

All warfare is based on deception.

Business is a war without bullets, the strategic management of an enterprise will directly effect on the business performance, the rate of the enterprise expansion, even the survivability of an enterprise. It is the most important part in the business operation.

Collis & Montgomery (1995) pointed out that the strategic capability of enterprises not only affects the long-term competitive position of enterprises, but the root of the enterprises suffers from dilemma and even failure.

The rapid change and development of the Chinese market circumstance, especially in the aspect of industry competition, enterprise competition, even crossover competition. All of above provides plenty of materials and cases for enterprisers and scholars to analyze the market competition.

What is the right competition theory which can help the enterprise to effectively construct the competitive strategy, analytical model, and achieve results in the market competition in the different market circumstances, and aim at different industries? This is the central part in the studies of enterprisers and scholars, particularly under the Chinese market circumstance.

The Comparative Competitive Advantages theory has holds a central position in this field. The discussion has never ended since David Ricardo came up with this theory in the nineteenth century.

In the 1980s, Professor Michael Porter (1980) from Harvard Business School came up with Competitive Advantage theory. This theory receives respects and worships from many enterprisers and scholars.

At the same time, Wernerfelt, R.M. Gromt, and J. Barney etc. developed Resources Theory by the systemic researching of enterprise resource. They suggested the enterprise is an aggregate of resource. The heterogeneity of the enterprise resource reflects the difference in the enterprise profitability and enterprise competitive advantages.

In addition, establish a heterogeneous and endogenous development is the foundation of the enterprise competitive advantage.

The researches on Comparative Competitive Advantage involve the International Trade Theory, Strategic Management Theory, Industrial Economics Theory, National Competitive Strategy, Expanding Theory, Dynamic Competitive and other subjects. In traditional meaning, the research on competitive advantage along with two main paths. One path is in the direction of the Traditional Trade Theory and New Trade Theory; another path is in the direction of the Comparative Competitive Advantage, Industrial Competitive Advantage, and National Competitive Advantage. Presently, most of the researches and cases in this field are from European and American markets or enterprises.

In China, there are many researches and e explanations on the field. However, most of them are the reviews of theory and article, rarely combine of them could combine the situation of Chinese market. Therefore, the empirical research of enterprise competitive advantage that could combine Chinese market circumstance possesses practical and reality significances.

Peter Wall(1995)suggested that the Comparative Advantage Theory is suitable to take guidance of cost basis. In addition, the Competitive Advantage Theory benefits to promote the diversified development for the marketable product. Consequently, the Competitive Advantage Theory can provide important guidance for independent companies and enterprises.

Grimm and Smith (1997) argued that the establish of the competitive actions depends on the potential resources in the company. The company adopts smaller scope usually develops relative simple resources. Conversely, the company adopts larger scope might have more complex resources, this makes them hold various advantages.

Yi Fu Lin, Yong Jun Li (2003) point out giving full play to economic comparative advantage is one of the four principal factors in Porter ‘s “Diamond Theory” and plays an important role.

Foreign scholars in economic and academic circles suggests that the identity and complementarity of the Comparative Advantage Theory and the Competitive Advantage Theory can be used as the basic theories in the research of enterprise competitive advantage theory under Chinese market circumstance. Therefore, the combination of these two basic theories is the foundation to direct the research in this paper.

Strategic merges, investment in new factories, and expansions are the most complex and systematic strategic management activities in the strategic decision making process. Furthermore, they are the important approaches for the enterprise to construct competitive advantage, enlarge the affective range, and provide the efficient relocation of resources. It requires the enterprise possess high systemic strategy management ability due to the surge and irreversibility investments, otherwise it could cause serious consequences and irretrievable losses during the market competition process. Thus, the enterprise expansion action is one of the core topic of this article.

According to the statistics, the beer industry is a capital, technology intensive industry, in the beer enterprises, the proportion of fixed assets is about 40%, usually higher than other consumer products such as beverage and beverage industry. The capital and technology intensive characteristics of beer industry has certain sunk cost, higher barriers of enter and market, these determined the beer industry has strong demand and the urgent desire regarding the monopoly and economies of scale sales.

This paper will make use of western theoretical research, combine with Chinese beer industrial data and enterprise comprehensive business operation indicators during 2006 – 2014. Adopt Logit, and survival analysis methods to research the effect of Competitive Advantage on enterprise expansion strategy and enterprise competition. Especially, this paper explores the resource transfer strategy influences during the market competition process.

First of all, this paper summarizes the theories of the Comparative Advantage, Competitive Advantage, and Enterprise Comparative Competitive Advantage. Base on those theories, this paper comes up with the research model of the Comparative Competitive Advantage with factors effect enterprise expansion path and the influence factors of competitive interaction. Combine with Dynamic Competitive theory, this paper will go further on the research of practical situation of Chinese beer industry, includes the influence of Enterprise Competitive Advantage factors on the enterprise expansion action.

In the empirical aspects, by analyzing the statistical data of China Alcoholic Drinks Association’s 2006-2014 Summary Sheet of Exchange Data in Beer Industry and the developing background of the Chinese beer industry, come up the research methods that could affect the mid-term strategic behavior and competitive advantage of the enterprise and its main competitors.

In the empirical aspects, by analyzing the statistical data of China Alcoholic Drinks Association’s 2006-2014 Summary Sheet of Exchange Data in Beer Industry. This paper proposes the competitive advantage evaluation indicators that could affect the long term strategy for both enterprise and its competitors.

Second, this paper will analyze the influence on the competitive advantage of main enterprise on the enterprise expansion strategy and path according to the change of concentration ratio of industry with the empirical research on the relativity of the influence of the competitor’s competition advantage on its expansion strategy by using Logit analytical method.

Third but not least, with the analysis method of linear regression, this paper suggests the influence of Enterprise Competitive Advantage on enterprise expansion strategy, along with the empirical research on the influence of the industry environment and expansion action. And then analyze the influence of competition action (competition strength and market profit in the competition field) of the main enterprises in the industry on the resource allocation strategy.

The fourth, finally by using the dependent variable (expansion action), discuss how indicate number constructs a two-stage decision model according to different effects from expansion actions, namely, a discussion of the weather or not the enterprise enter the new market (0 = no open up the new market, 1 = open up the new market); if enter a new market, the enterprise chooses new construction or merger and acquisitions, provide the empirical evidence to the strategy management of the enterprise.

Through the research and analyze of the above content, this paper discoveries:

1. Enterprise Comparative Competitive Advantage (Business Performance, Product Variety, Business efficiency) has significant effect on the main companies’ expansion action (includes Strategy Merging, Capacity Expansion etc.).

2. Competitive Advantage of the competitor of the key enterprise has positive impact on the enterprise expansion strategy.

3. Enterprise Comparative Competitive Advantage has positive impact on the strategy of enterprise expansion.

4. Industry environment has positive impact on the enterprise expansion action.

5. By making use of the statistical data from Summary Sheet of Exchange Data in Beer Industry, proceed the empirical research and approximation of possibility of the enterprise resource allocation strategy (Ming-JerChen, 1998) in thecompetition.

6. The research conclusion of this paper that is the Enterprise Comparative Competitive Advantage analysis model has the ability to provide a research method and an effective analyzing tool for representative beer enterprise in the aspect of competition strategy management.

7. finally, combine with the social network and structural hole theory and some view points from “A multilevel framework of firm boundaries: Firm characteristics, dyadic differences, and network attributes” by Haibin Yang (2009), to explain the choice form of expansion action of Chinese beer industry, whether to enter a new market or to adopt the new construction or merger mode to expand its competitive advantages and influence scope, as well as the related factors.

This paper has the following innovations, first, discovers the origin of the Enterprise Competitive Advantage from the Traditional Comparative Competitive Theory, thereby form a set of evaluation indexes of Enterprise Comparative Competitive Advantage. Next, combine with the modern competitive advantage theory and the situation of Chinese market to discover the influence of Enterprise Comparative Competitive Advantage on the expansion, competition, and resource allocation strategy of the enterprise. Last but not least, this paper avoids the defects and deficiencies of the current competitive advantage theory with its empirical researches, simplify the research method and analysis tool of the enterprise management strategy and resource allocation strategy in the dynamic competitive situation of multiple market, improves the theoretical guiding significance to the practice.