The Relativity Between Enterprises' Non-market Behavior And Performance In Chaoshan Area

In the fiercely market competition, the external environment of the enterprise faced including Business environment and non-business Environment. The concept of non-market strategy was raised and received scrutiny in recently ten years. Authors did few research about the non-market behavior in the Chao Shan area, where exists a lot of non-market behavior. This article utilizes survey data of 156 enterprises of Chao Shan area, and uses the public-choice theory,theory of regulation, corporate political strategy, The Resource Based View and stakeholder theory as the theoretical frame work. The enterprise possess different political resources (intangible resources,tangible resources, public relation resources) will adopt different non-market behavior (invite official look around, involvement strategy, finance incentives strategy, spokesperson strategy, socially supportive environment, political support, resource support strategy, political propaganda strategy), this article analysis the effect of the political resources on the enterprise behavior. We verify the relationship between the three through equation solver of the Structural Equation Modeling by using software AMOS4.0, the exploratory analysis, confirmatory factor analysis, and testing the credibility and validity of the survey. The research is useful for understanding the background resources the enterprise possessed, on-market behavior the enterprise adopted and relationship performance the enterprise gained. We believe that, our research has a realistic significance on giving the expertises advise about adopting non-market strategy, gaining recourses, and the managing practice.