摘 要
随着市场竞争的日益激烈，企业面临着巨大的挑战和机遇，如何通过有效的竞争战略提升市场份额成为企业管理者关注的核心问题。本研究旨在探讨竞争战略对企业市场份额的影响，基于资源基础观与产业组织理论，选取2015 - 2020年沪深两市A股制造业上市公司为样本，运用多元回归分析方法，以成本领先、差异化、集中化三种典型竞争战略为切入点，构建竞争战略与市场份额之间的关系模型。研究发现，成本领先战略对市场份额具有显著正向影响，表明在控制成本方面表现优异的企业能够吸引更多客户；差异化战略同样对企业市场份额有着积极促进作用，这归因于独特的产品或服务有助于企业在市场中脱颖而出；而集中化战略的影响相对复杂，在特定细分市场内可有效提高市场份额。本研究创新性地将定性分析与定量研究相结合，从多维度深入剖析竞争战略的作用机制，为企业制定合理有效的竞争战略提供理论依据，同时丰富了竞争战略理论体系，为后续研究奠定基础。
关键词：竞争战略 市场份额 成本领先
Abstract
As market competition intensifies, enterprises are confronted with significant challenges and opportunities, making the enhancement of market share through effective competitive strategies a core concern for managers. This study investigates the impact of competitive strategies on market share by integrating the resource-based view and industrial organization theory. Using a sample of manufacturing firms listed on the Shanghai and Shenzhen stock exchanges from 2015 to 2020, this research employs multiple regression analysis to examine the relationship between market share and three typical competitive strategies: cost leadership, differentiation, and focus. The findings indicate that a cost leadership strategy has a significantly positive effect on market share, suggesting that firms excelling in cost control can attract more customers. Similarly, the differentiation strategy positively promotes market share, attributed to unique products or services that enable firms to stand out in the market. The influence of the focus strategy is more complex but can effectively increase market share within specific niche markets. Innovatively combining qualitative analysis with quantitative research, this study provides an in-depth examination of the mechanisms underlying competitive strategies from multiple dimensions, offering theoretical support for enterprises to formulate rational and effective competitive strategies. Additionally, it enriches the theoretical fr amework of competitive strategy and lays a foundation for future research.
Keyword:Competition Strategy Market Share Cost Leadership
目 录
引言 1
1竞争战略的理论基础 1
1.1竞争战略的基本概念 1
1.2竞争战略的主要类型 2
1.3竞争战略与市场份额的关系 2
2企业竞争战略的选择 3
2.1行业环境分析 3
2.2企业资源评估 3
2.3战略选择的影响因素 4
3竞争战略实施对企业市场份额的影响 4
3.1成本领先战略的效果 5
3.2差异化战略的作用 5
3.3集中化战略的影响 5
4竞争战略效果的评价与调整 6
4.1市场份额变化的衡量 6
4.2战略效果的评估方法 7
4.3战略调整的必要性 7
结论 8
参考文献 9
致谢 10
随着市场竞争的日益激烈，企业面临着巨大的挑战和机遇，如何通过有效的竞争战略提升市场份额成为企业管理者关注的核心问题。本研究旨在探讨竞争战略对企业市场份额的影响，基于资源基础观与产业组织理论，选取2015 - 2020年沪深两市A股制造业上市公司为样本，运用多元回归分析方法，以成本领先、差异化、集中化三种典型竞争战略为切入点，构建竞争战略与市场份额之间的关系模型。研究发现，成本领先战略对市场份额具有显著正向影响，表明在控制成本方面表现优异的企业能够吸引更多客户；差异化战略同样对企业市场份额有着积极促进作用，这归因于独特的产品或服务有助于企业在市场中脱颖而出；而集中化战略的影响相对复杂，在特定细分市场内可有效提高市场份额。本研究创新性地将定性分析与定量研究相结合，从多维度深入剖析竞争战略的作用机制，为企业制定合理有效的竞争战略提供理论依据，同时丰富了竞争战略理论体系，为后续研究奠定基础。
关键词：竞争战略 市场份额 成本领先
Abstract
As market competition intensifies, enterprises are confronted with significant challenges and opportunities, making the enhancement of market share through effective competitive strategies a core concern for managers. This study investigates the impact of competitive strategies on market share by integrating the resource-based view and industrial organization theory. Using a sample of manufacturing firms listed on the Shanghai and Shenzhen stock exchanges from 2015 to 2020, this research employs multiple regression analysis to examine the relationship between market share and three typical competitive strategies: cost leadership, differentiation, and focus. The findings indicate that a cost leadership strategy has a significantly positive effect on market share, suggesting that firms excelling in cost control can attract more customers. Similarly, the differentiation strategy positively promotes market share, attributed to unique products or services that enable firms to stand out in the market. The influence of the focus strategy is more complex but can effectively increase market share within specific niche markets. Innovatively combining qualitative analysis with quantitative research, this study provides an in-depth examination of the mechanisms underlying competitive strategies from multiple dimensions, offering theoretical support for enterprises to formulate rational and effective competitive strategies. Additionally, it enriches the theoretical fr amework of competitive strategy and lays a foundation for future research.
Keyword:Competition Strategy Market Share Cost Leadership
目 录
引言 1
1竞争战略的理论基础 1
1.1竞争战略的基本概念 1
1.2竞争战略的主要类型 2
1.3竞争战略与市场份额的关系 2
2企业竞争战略的选择 3
2.1行业环境分析 3
2.2企业资源评估 3
2.3战略选择的影响因素 4
3竞争战略实施对企业市场份额的影响 4
3.1成本领先战略的效果 5
3.2差异化战略的作用 5
3.3集中化战略的影响 5
4竞争战略效果的评价与调整 6
4.1市场份额变化的衡量 6
4.2战略效果的评估方法 7
4.3战略调整的必要性 7
结论 8
参考文献 9
致谢 10
