Study On Integration Of Market Strategy And Non-Market Strategy

In order to strengthen enterprises competitive advantages and increase the enterprises'benefits, the traditional strategic management mainly focuses on how enterprises influence the market environment. In fact, the survival and development of enterprises don't only depend on the internal management system, the sale, the post-sale service, supply chain management and all other market factors, but also be required to respond actively to these non-market factors being closely relative with the development of enterprises. These non-market factors, including government, the media, the public and other interest groups, play an important role in the healthy operation of the enterprises equally. In contrast to the traditional strategic management model, an increasing number of enterprises treat the non-market factors as more important strategic role. An improved existing environment of enterprise is expected to seek more economic interests with the help of media, government activities and other non-market behavior. Along with the structural transformation of our economy, both market strategy and non-market strategy have great influence on the enterprises. Therefore the study on how enterprises deal with the restriction of market environment and non-market environment met at the same time, improve the competitiveness of enterprises by making strategic management and decision analysis of the market behaviors and non-market behaviors, and make the integration of the non-market and market strategy to achieve the more effective development makes more sense.The paper concludes the necessity of the integration from the analysis of market and non-market strategy. Then basing on relevant literature, the research takes case management as the junction of market and non-market strategic integration. It applies the case study to make the settlement and description on the practical application of non-market strategy in the development of six Chinese enterprises. It gets 10 non-market strategic ways, 45 specific behaviors applying in three market strategic levels in which case enterprises dealt with the influences of the non-market factors, Finally, based on the settlement and conclusion of ways how enterprises blend non-market strategy in the process of strategic management, it concludes that the non-market strategy should be integrated in the market strategy from three levels--market level, industry level and enterprise level .The paper summarizes the general model of the integration of the market and non-market strategy during the process of the strategic decision. The study has certain conductive meaning on the strategic formulation and implementation during the practical development of enterprises.