A Research On The Interactive Relationship Between Competitive Strategies And Firm Performance

Competitive strategy and performance has always been a very important researchcontent in strategic management.After thirty years of research, many scholars devotedthemselves to study the types of competitive strategy, to analyse the relationship ofcompetitive strategy and enterprise performance,and to measure the strategyperformace in both theoretical and empirical.However,It hasn’t yet come to theconclusion about the research on competitive strategy and performance up to this day.How to deal with complicated external environment, how to adjust enterprise itself tocope with fierce competition and how to maintain sustainable competitive advantageare all worth further thinking. So, studying this problem is very important in boththeory and practice.In order to deeply understand the relationship between enterprise strategies andperformance, we started the research from the angle of the interactive relation ofstrategies and performance.This paper analysed from the following two aspacts:In thefirst part,we took innovation as the intermediary variable and based on it to study howthe competitive strategy to affect performance. And in the second part,we discussedthe influence of enterprise and industry’s prior performance on the strategic choice inthe future.Then,this paper specifically analyzed the influence mechanism from theabove two parts, and studyed the interaction relationship between the competitivestrategy and performance in empirical based on the data of manufacturing listedcompanies from2006-2011.In this paper, through theoretical analysis and empirical research, it has finallyreached the following conclusion: the first is that both the differentiation strategy andlowcost strategy has postitive influence on performamce;the second is that theinnovation imput plays a mediating role between the influence of the differentiationstrategy on performance; beyond that,we also proved that the higher the industry priorperformance,the more possible for the company to choose the differentiation strategy,on the contrary, the lower the industry prior performance, the more possible for thecompany to choose the lowcost strategy.Similar to the industry performance, the highthe enterprise prior performance, the more possible for company to choose thedifferentiation strategy, and the lower the enterprise prior performance, the morepossible for the company to choose the lowcost strategy...