潮汕地区企业非市场行为方式与关系绩效相关性分析-correlation analysis of non - market behavior and relationship performance of enterprises in chaoshan area.docxVIP

汕头大学硕士学位论文 汕头大学硕士学位论文 潮汕地区企业非市场行为方式与关系绩效相关性分析 I I 摘 要 在激烈的市场竞争中，企业直接面临的外部环境包括市场环境和非市场环境两部分。 企业非市场策略的概念是在近十年里提出并受到重视的，对于中国企业大量存在的非市场 活动，以往学者对潮汕地区研究极其少。 本文通过对 156 个企业层面的调查数据，运用公共选择理论，政府规制、企业政治战 略理论、资源基础理论和利益相关者理论构建理论框架。本文的研究进一步分析了潮汕地 区不同的企业政治资源(无形资源、有形资源、公关资源) 对不同的企业非市场行为方式 ( 邀请政府参与参观、直接参与策略、财务刺激策略、代言人策略、社会环境支持、政治 支持、资源支持策略、政治宣传策略) 的使用情况所产生影响的差异性。通过问卷信度和 效度检验、探索性分析和验证性因子分析，运用软件 AMOS4.0 对模型表示的结构方程求 解来验证这 3 者之间的关系，这些研究有助于我们了解潮汕企业背景资源拥有情况，企业 非市场行为策略使用情况以及企业关系绩效获得情况。 我们相信，我们这项研究无疑具有顺应时代所需的现实意义，能为潮汕地区企业采取 非市场策略，谋求有利资源提供借鉴价值，对企业的管理实践亦有一定的参考价值。 关键词：非市场行为方式；企业背景；模型建构；关系绩效；相关性 II II ABSTRACT In the fiercely market competition, the external environment of the enterprise faced including Business environment and non-business Environment. The concept of non-market strategy was raised and received scrutiny in recently ten years. Authors did few research about the non-market behavior in the Chao Shan area, where exists a lot of non-market behavior. This article utilizes survey data of 156 enterprises of Chao Shan area, and uses the public-choice theory， theory of regulation, corporate political strategy, The Resource Based View and stakeholder theory as the theoretical frame work. The enterprise possess different political resources (intangible resources，tangible resources, public relation resources) will adopt different non-market behavior (invite official look around, involvement strategy, finance incentives strategy, spokesperson strategy, socially supportive environment, political support, resource support strategy, political propaganda strategy), this article analysis the effect of the political resources on the enterprise behavior. We verify the relationship between the three through equation solver of the Structural Equation Modeling by using software AMOS4.0, the exploratory analysis, confirmatory factor analysis, and testing the credibility and validity of the survey. The research is useful for understanding the background resources the enterprise possessed, on-m