The Impacts Of Non-market Strategy On Performance Of Enterprises Along The Industry Cycle

With the enhancement of the global economic integration,the quality goods at reasonable price isn't 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 non-market activities,pay attention to public,emphasize the social responsibility,in order to acquire the market competitive advantage or make up to compete the bad situation.Therefore,the competitions among enterprises have been no longer limited at the market field,and have already expanded to the market field.In fact,non-market strategy means that enterprises influence the activities of outer benefit relative to obtain the environment favorable to their competitive efforts.The purpose to carry out non-market strategy is to help enterprises deal with enterprise items and resolve problems in the operating activities,which have close connection with enterprises' industry lifecycle. Therefore,after overview up the domestic and international cultural heritage research,the paper determines to choose the industry lifecycle as study angle of view,and analyzes the influence of non-market strategy on enterprise performance more deeply.This paper is mainly divided two parts into theoretical and empirical study:theoretical study firstly analyzes 70 samples of listed companies,and summarizes and concludes the motives and types of non-market strategy,and explains the reason why the drives of performance is different at different lifecycle stages.Next,we consider the existence of trust as the fundamental motive to carry out non-martket strategy.After analyzing the influence of non-market strategy on trust,and the influence of trust on cooperation among enterprises and the net of relationship,and last,puts forward five theoretical hypothesizes.In empirical study,this paper firstly judge the stage which the sample is,on this basis,tests the former hypothesizes with empirical study method with data on the enterprise net and financial statement.The result demonstrates that the positive influence of non-market strategy on performance really exists,and the non-market strategy at different stages of industry lifecycle has different influence on performance.And at last according to the above research, paper put forward some suggestions to our enterprise non-market strategy.