Study On The Impact Of Environment Scanning On Enterprises’ Competitive Advantage

Environment is not only the basis for enterprise survival and development, but also an important source of information and corporate strategy. With the country’s economic environment and profound changes since the1980s, the information enjoys the same position as the material and energy, serving as a new factor of production. Under the impetus of the IT, market is changing rapidly and increasingly complex, exerting a major impact on strategic decision making, organizational structure and internal processes. The business environment is changing from being relatively stable in a static environment to a dynamically changing environment of uncertainty. Therefore, how to effectively identify and analyze strategic threats and opportunities in the environment as soon as possible and solve problems, to reduce the risk of uncertainty is an important part of corporate strategic management. The environment scanning refers that the senior managers outside the organizational boundaries directly or indirectly affect all the information on the organization’s overall performance, and provide a basis for strategic decision making and competitive advantage enhancing. Continuous scanning, analyzing and forecasting of the enterprise and the external environment encourages enterprises to master the changes in the market, reduce the risk of uncertainty, and then formulate an effective strategy to maintain a competitive advantage in the fierce market and become invincible.Based on the theory of Management Science, Information Science, Corporate Strategic Management, this paper combines the development of China’s electronic information industry practice, explores the factors affecting the environmental scanning behavior, consolidates competitive advantage built on this basis revealing the competitive environment the strategic value of the scan, and provide inspiration and ideas to gain a competitive advantage for enterprise development of China’s electronic information industry.The dissertation is composed of Introduction and other seven chapters. The main contents are as follows:In the part of introduction, the background and meaning of this dissertation are explained. The related research status at home and abroad is reviewed, and the main contents and methods of the dissertation are presented.Chapter one is the analysis of the macro-environmental scanning of China’s electronic information industry, mainly with the main elements that affect the development of the electronics industry in the macro environment and the motivation for environmental scanning.Chapter two is the driving force of the industries and enterprises of China’s electronic information industry, environmental scanning, analysis, and external market pressures, combined with China’s electronics industry, the driving force for development and development of the electronics industry for other reasons the need for environmental scanning motivation.Chapter three is the impact of environmental scanning of competitive advantage, on the basis of previous research, design of environmental scanning, the direct impact factors of competitive advantage. Part of the paper summarized extracts indirect effects of factors, the building of environment scanning conceptual model of competitive advantage. The paper also studies various variables, selects the appropriate measure so that each measurement can reflect variable connotation.Chapter four is the last chapter of the conceptual model on the basis of questionnaire designing, questionnaire development process. It describes the sampling design, survey and sample size, describes the statistical techniques used in this study and data analysis method, process data and validates the model.In chapter five, the189valid questionnaires were analysed and sample characteristics were described. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) was used to identify the research scale reliability and validity. PLS structure equation model were used to verify the concept modeling and the assumption relationship. The final part of this chapter explained and analyzied the results.In chapter six, Huizhou Desay is taken as a case study to analyze the work of enterprises to implement environmental scanning department, personnel, corporate investment, use Baidu competitive intelligence systems, as well as the benefits of environmental scanning enterprise.The last chapter is the conclusion of our e-business managers about how to take advantage of the industry in environmental scanning more effectively to keep your business competitive advantage.