Research On The Influencing Mechanism Of Competition Strategy On Firm Performance Of Manufacturing Enterprise In China

The effects of basic competitive strategy on firm performance have always been focus in academic circles, Presently, most of the correlative research discuss if the competition strategy can improve the firm performance and compare the firm performance of different competition strategy. Part of scholars take enviromental moderating role into consideration. However, less of studies discuss the influencing mechanism of competition strategy on firm performance. The influencing mechanism is studied systematically in this dissertation from three aspects that are direct role, mediator roel and moderating role.Based on the analysis of the correlative document, the innovation is introduced exploringly in this study, and the mediator role of competition straegy on the firm performance is analysed theoretically. Innovation is divided into incremental innovation and radical innovation. Thus, this dissertation tries to study concretely the innovation's mediating effect on the relationship between the competition strategy and firm performance. What's more, the environment is introduced to discuss its moderating effect on the the relationship between the competition straegy and firm performance. Be differ from the former research, this study analyses respectively the moderating role of environmental dynamism,complexity and munificence. Therefore, relative hypothesises are proposed,and the final conceptual model is formulated by extending above initial model.In orderto test aboveh pyothesises and the final conceptual model, we deliver questionnaire sheets to manufactunng firms, and 239 valid questionnaire sheets are accepted. Employing the methods of descriptive analysis, assessment of reliability and validity, correlate analysis, structural equation modeling and multivariable regression analysis, the valid data is input to test relative hypothesises one by one. The empirical results supports most of hypothesises. After such exploring and testing proeesses,following conclusions are reached:(1)Both low cost strategy and differentiation strategy has distinct positive impact on firm performance. Thus, the firm must plan and implement clear competition strategy by own interior resource and exterior environment in the drastic competition. Even as what is said by Miller in 1986:the firm must plan at least one kind of the clear basic competition strategy.(2)Both low cost strategy and differentiation strategy has distinct positive impact on innovation, but the two kind of basic competition strategy has different innovation behavior. Low cost strategy attach importance to incremental innovation, however differentiation strategy actualize radical innovation and incremental innovation synchronously. (3)The firm innovation can mediate partially the competition strategy impact on the firm performance. Concretely, low cost strategy can effect on firm performance by a mediator of incremental innovation, but differentiation strategy can effect on firm performance by a mediator of radical innovation and incremental innovation synchronously.(4)Environmental dynamism, complexity and munificence has no distinct moderating role on the relationship of competition strategy and firm performance. The performance lies mostly on the interior organic behavior such as the strategy implementing and innovation, ect. The more higher of the environmental dynamism, the more stronger of the differentiation strategy's positive impact on firm performance. The more higher of the environmental complexity, the more weaker of the differentiation strategy's positive impact on firm performance. The more higher of the environmental munificence, the more stronger of the differentiation strategy's positive impact on firm performance.At last, the results are analyzed and discussed deep, and manegement elicitation in the firm practice is probed into. The discussion is hoped to provid reference to the firm's decision-making of competition stragegy.