Features Research Of Our Country Business Enterprise Non-market Behavior

During the twenty years of Chinese reform and opening, majority products have been from "sale market" to "buyer market". Accompanying with the economic globalization, the quality goods at reasonable price won't is only rule in market competition. The competition age of enterprises' overall social responsibility and the highest of public benefits is coming quietly.Under this background, enterprises in succession get involved in political realm, pay attention to public, emphasize the social responsibility, in order to acquire the market competitive advantage or make up to compete the bad situation through the activity of the non-market. Therefore, the competitions between enterprises and enterprises have already no longer limited at the market realm, and have already expanded to the market realm. According to theories of the western non—market strategy, This text carried on the research of the first step to the Chinese business enterprise non—market behavior.After overview up the domestic and international Cultural heritage of non-market, we put forward textual theories foundation and research premise. At the same time, for unifying the understanding in order to establish common acceptable research foundation, we carry on the definition about non-market behavior, non-market environment and non-market strategy.Making use of the content analysis method, the news reports of the Chinese business enterprise report ( the network version) in one whole year (2006), we get the features of our country business enterprise non-market behavior: (l)There are closed to half non—market activities among the whole activities of enterprises;(2)The news medium and governments are the main exterior stakeholders;(3)The enterprises' Deluxe managers act as spokesmen in the non- market behaviors;(4)The forms of non- market behaviors are diverse;(5) common usage of the variety non-market strategy; (6)There are close relations between non-market behaviors and the enterprises 'items.Based on the research, the paper carries on the comparison between our country business enterprise and the western business enterprise about non- market behavior, and further points out their existent differences. According to the above research, paper put forward some suggestions to our country business enterprise on non- marketbehavior.