管理评论

›› 2019, Vol. 31 ›› Issue (4): 147-161.

• 组织与战略管理 • 上一篇    下一篇

多市场接触对新市场进入行为的影响研究——市场集中度与势力范围的调节效应

邓新明1,2, 刘禹1,2, 刘国华3, 龙良智1,2   

  1. 1. 武汉大学经济与管理学院, 武汉 430072;
    2. 武汉大学企业战略管理研究所, 武汉 430072;
    3. 上海外国语大学国际工商管理学院, 上海 200083
  • 收稿日期:2016-10-19 出版日期:2019-04-28 发布日期:2019-04-26
  • 通讯作者: 邓新明,武汉大学经济与管理学院,武汉大学企业战略管理研究所教授,博士生导师,博士。
  • 作者简介:刘禹,武汉大学经济与管理学院硕士研究生;刘国华,上海外国语大学国际工商管理学院副教授,博士;龙良智,武汉大学经济与管理学院硕士研究生。
  • 基金资助:

    国家自然科学基金面上项目（71572132；71872132；71272232）；武汉大学人文社会科学青年学者学术发展团队建设项目（Whu2016011）。

The Effects of Multimarket Contact on New Market Entry

Deng Xinming1,2, Liu Yu1,2, Liu Guohua3, Long Liangzhi1,2   

  1. 1. School of Economics and Management, Wuhan University, Wuhan 430072;
    2. Research Institute of Strategic Management, Wuhan University, Wuhan 430072;
    3. School of Business and Management, Shanghai International Studies University, Shanghai 200083
  • Received:2016-10-19 Online:2019-04-28 Published:2019-04-26

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摘要：

中国的经济型酒店行业近年来经历了迅速的扩张发展，竞争格局不断发生着变化，众多经济型连锁品牌酒店会在各个地理市场上遭遇彼此，相互竞争，公司之间的多市场竞争现象十分明显。本文以中国经济型酒店行业中具有代表性的三家企业"锦江之星" "如家" "汉庭"为研究对象，以2007-2014年为研究期间，选取了285个地级市作为地理市场，以公司-市场为分析层次，研究了经济型酒店行业中公司之间的多市场接触程度对于公司发起进入新市场的战略行动的影响。结果表明：多市场接触程度与新市场进入之间呈现出"倒U型"的曲线关系。当公司间的多市场接触程度较低时，随着彼此之间的多市场接触程度增加，公司发起进入新市场行动的可能性将会增加，在这一阶段起主导作用的是公司插足到竞争对手市场，获取关于竞争对手更多竞争情报的目的；但当多市场接触程度达到较高水平时，随着多市场接触程度继续增加，公司发起进入新市场行动的可能性将会下降，在这一阶段起主导作用的是公司彼此有能力进行多市场报复的战略威慑力，从而导致了彼此之间的相互克制。本文也引入了市场集中度和势力范围这两个调节变量，发现市场集中度增强了多市场接触程度促进新市场进入的正向效应，减弱了多市场接触抑制新市场进入的负向效应，使得倒U型关系的最高水平上升；势力范围对多市场接触与新市场进入的倒U型关系没有显著影响。

关键词: 经济型酒店, 多市场接触, 新市场进入, 市场集中度, 势力范围

Abstract:

The industry of Chinese budget hotels has experienced rapid expansion and development in recent years. The competitive landscape has been going through constantly changing. Because of the industry characteristics, all kinds of budget chain brand hotels encounter and compete with each other in various geographic markets, which indicates the phenomenon of multimarket competition is obvious. This paper chooses JINJIANG INN, HOME INN and HANTING INN, three representative enterprises of Chinese budget hotel industry, as research object and the year 2007-2014 as studying period. We choose 285 prefecture-level cities as geographic markets and define company-to-market as the level for analysis. We investigate the effects of the degree of multimarket contact on how possible a company would initiate a strategic entry into a new market from the perspective of dynamic competition. The empirical results show that the degree of multimarket contact has an inverted U-shape influence on new market entry. For companies that contact each other in multiple markets, the likelihood of new market entry will rise as the degree of multimarket contact increases when the degree of multimarket contact is relatively low. In this stage, the leading function is the goal of foothold in rivals' markets, acquiring more competitive intelligence of rivals. However, when the degree of multimarket contact is relatively high, new market entry rate will decline as the degree of multimarket contact increases. In this stage, the leading function is the strategic deterrence of multimarket companies that they have abilities to implement retaliate actions in multiple markets,which leads to the mutual forbearance of each other. The paper also introduces market concentration and sphere of influence these two moderate variables. We find that market concentration weakens the inverted U-shape relationship between the degree of multimarket contact and new market entry. The sphere of influence weakens the facilitating effect that multimarket contact has on market entry and promotes the inhibiting effect that multimarket contact has on market entry.

Key words: budget hotels, multimarket contact, new market entry, market concentration, reciprocity