Research On The Impact Mechanism Of Market Orientation And Human Resource Flexibility On New Entrants' Competitive Advantage

At present,the consumption upgrade that China is experiencing has brought opportunities to enterprises while also bringing unprecedented challenges.The changes in consumption structure and logic of customers have resulted in excess profits and market opportunities in the industry,providing firms with a good opportunity and incentive to enter the market,and the continued entry of new entrants will intensify the competition degree in the industry.How to gain a competitive advantage in the fierce competition has become the focus of attention for newcomer managers and scholars.Strategic scholars believe that the right strategy and innovation are conducive to improving the competitiveness of enterprises and obtaining corporate performance.This conclusion has also been generally accepted by scholars at home and abroad.The effectiveness of various activities depends largely on the knowledge,professional skills and commitment of employees.Human resource flexibility helps new entrants meet the diverse needs of business management in a complex and changing environment,gain competitive advantage,and improve organizational performance.For new entrants facing resource shortages,implementing the most effective strategy based on correct market orientation and flexible human resources remains the key to winning the competition.Although scholars have conducted extensive research on this,how to implement market orientation for new entrants and mobilize their human resources to support external search has not yet been determined.Based on this,this article integrates the optional advantage theory and external search,explores the intermediary role of external search in the process of obtaining competitive advantages from market orientation-human resource flexibility,and analyzes the moderation effects of the network structure of the competition network from the perspective of embedded networks.This paper provides theoretical basis and countermeasures for the acquisition of competitive advantages of new entrants.First of all,this paper systematically analyzes the source of the position advantage of new entrants and the relationship with competitive advantage.Through the summary of domestic and foreign research results,the connotation of new entry enterprises is analyzed and defined,the impact of market entry and external environment on new entrants are analyzed,and the positions of new entrants including market orientation and human resource flexibility are proposed.The relationship model of the impact of various dimensions of positional advantage on competitive advantage is conducted.Secondly,it analyzes the influence mechanism of the market orientation of new entrants on competitive advantage.Based on second-hand data,the causal relationship between the embedded network,market orientation,and competitive advantage of newly-entering companies is established,and a theoretical model of the impact of market orientation of newentry firms on competitive advantage and the moderation role of competition network structure is proposed,based on empirical results analysis the impact mechanism of market entry of new entrants on competitive advantage.Thirdly,it analyzes the mechanism of the impact of new entrant market orientation and human resource flexibility on competitive advantage under different competition network structures.This section attempts to introduce external search mediating variables and moderating variables of the competition network structure.Based on the results of the questionnaire survey of new entrants,it analyzes the internal mechanism of the market orientation-human resource flexibility interaction of new entrants that affects the competitive advantage process.This article proposes the hypothesis of the relationship between market orientation-human resource flexibility interaction on the competitive advantages of new entrants,and the assumption of the relationship between market orientation-human resource flexibility interaction on the competitive advantages of new entrants.This paper builds a conceptual model;analyze the impact mechanism of different market orientation-human resource flexibility interaction on competitive advantages of new entrants based on the external search mediation effect test,introduce competition network structure variables.Then,a simulation analysis is made on the mechanism of the impact of new-enterprise market orientation-human resource flexibility interaction on competitive advantage under different competition network structures.According to the previous empirical results,the computer simulation software is used to simulate the mechanism of different competition network structures embedded in the new-enterprise market orientation-human resource flexibility interaction to affect the competitive advantage.The optimal path of new entry enterprises under different market orientation-human resource flexibility interaction scenarios is determined to obtain a competitive advantage.Finally,the path analysis and strategy for improving the competitive advantages of new entrants are put forward.Based on the previous research conclusions,this section proposes strategy to enhance the competitive advantages of new entrants from the perspective of mediation effect and moderation effect.First,based on the results of the moderation effect test,integrate positional advantage theory and external search,and propose strategy that include external search to enhance the competitive advantage of new entrants.Then,based on the analysis of the moderation effect test and the analysis of simulation results,propose new entry strategy under different competitive network structures.The strategy for enterprises to cope with competition and enhance the competitive advantage,include the strategy to improve the competitive advantage under different network structures and different external environments.