Research On The Impacts Of Non-market Strategy On Enterprises Performance Of The Moderating Role Of Industry Life Cycle

With the enhancement of the intense dynamic competition, the success of a firmdepends not only on market actions such as those relating to products and services,distribution channels, and R&D, but also on non-market factors such as the variousrelationships between firms and the government, public and media. China as therepresentative of an economic transformational society, the government to a large extenthad maintained policy intervention and controlled a certain degree of resourceallocation. It made the development of Chinese enterprises largely depends on the goodrelationship between government and enterprises.In fact, non-market strategy means that enterprises takes consistency improving theoverall behavior strategy in order to increase the enterprise value, non-market strategy isto help enterprises to solve problems, to build the market environment conducive totheir own development, industry as the most direct contacted external environme nt ofenterprises survival and development, its stages of industry life cycle is particularlyimportant for the formulation of enterprises development strategy.The theoretical study firstly defines the enterprise performance and non-marketstrategy, and determines the type of non-market strategy, then the paper consider theexistence of business operating legitimacy as the fundamental motive to carry outnon-market strategy. Then the paper analysis the moderating role of the industry lifecycle of the relationship between non-market strategy and enterprise performance. Atlast, this study formulates hypotheses, and builds a theory model.In empirical study, this paper takes listed companies of China as the researchobject, obtains data of non-market strategy and enterprise performance by applyingstructured content analysis method. The result shows that non-market strategy really haspositive influence on enterprise performance, and the moderating role of industry lifecycle is do exist. And at last the study proposes four suggestions to Chinese enterprises,that is improving the understanding of non-market environment; increasing the intensityof social responsibility strategy; comprehensively implementing enterprise non-marketstrategy and pay attention to the stages of industry life cycle.