硕士学位论文：企业竞争战略、环境扫描与企业绩效的关系研究.doc

竞争战略、环境扫描与企业绩效的关系研究 专 业：硕士 申 请 人：指导教师： x 教授 答辩委员会： 主 席： 委 员： 答辩日期： 年 月 日 与企业绩效关系研究 专 业： 生： 导 师： x 教授 摘 要 ,在激烈的竞争中将难以生存，也不可能完成二次创业。环境扫描是企业战略决策的首要步骤。本文以中国珠江三角洲地区的企业为样本，验证不同战略类型（差异化战略和低成本战略）的环境扫描行为（扫描频率与扫描范围）的差异，并探讨环境扫描频率/范围与企业绩效的关系。实证研究结果表明，不同战略类型会倾向于采取不同的扫描行为，并在任务环境和一般环境的特定方面差异性不同。通过把环境扫描行为的各个维度与企业绩效进行相关分析得到出，环境扫描行为与企业绩效存在着一定的相关关系。另外，根据本研究所得结果，对企业战略管理者提出了一些关于环境扫描的建议。 关键词：低成本战略 差异化战略 环境扫描 扫描频率 扫描范围 绩效 Title： The Relationship among Competitive Strategy, Environmental Scanning and Performance Major：Business Administration Student: Supervisor: Abstract After china’s acceptance as a membership of WTO, many foreign companies enter into Chinas market. The economics’ situation is changing greatly, and the market competition is becoming drastically. Strategy is of key importance for the survival and development of companies. Without right strategy, one company can’t go a long way in the business world. Environmental scanning is the first step to make strategy decisions. The aim of this research is to testify the relationship of different competitive strategies (cost leadership strategy strategy of differentiation) and environmental scanning behaviors (scanning frequency scanning scope), to see what type of environmental scanning behavior a certain kind of competitive strategy will choose. The result of the research indicates there are distinct differences between the strategy type and environmental scanning behavior. Also, the relationship of environmental scanning and the performance of the company are tested. The results also show that the performance is related with some certain dimensions of environmental scanning. What’s more, this research may provide some implications for the strategy management practitioners. Key Words：; strategy of differentiation; environmental scanning; scanning frequency; scanning scope; performance 目录摘 要 I Abstract II 目 录 III 图表目录 V 第一章 绪论 1 1.1选题背景 1 1.2研