Non-market Strategy Choice Based On The Enterprise Life Cycle

Now enterprises have already realized that market competition more and more fierce,non-market factors can affect the enterprise’s survival and development.Mergeing thenon-market into the field of enterprise strategy choice and formulation has been a new trendof competitive advantage. has kept a lot of traces of planned economy era, affecting theenterprise strategy choices, so proper non-market strategy is conducive to enterprise’s survivaland development. So companies need to be carried out different non-market strategy accordingto the different changes of the external environment of different non-market strategy.Thispaper choose the perspective of different stages of enterprise life cycle studys the cycle studynon-market strategy choice.This style of study has a realistic significance.This paper based on the empirical analysis，selected China top500listed companies in2013which published on China Fortune website as objects, Weed out the financial industry and theHong Kong listed companies，and do the empirical research for the rest of the291listedcompanies.First,use cash flow method to distinguish the sample enterprise life cycle stages.data separately. The non-market strategy is divided into four categories, public policy strategy,public relations strategy, visiting strategy and particpation strategy.Then determine themethods and measures of all kinds of non-market strategy. Analyzing the characteristic of thedifferent life cycle stages of enterprise development and put forward the correspondingtheoretical assumption. Using single factor analysis of variance and chi-square analysis twomethods of empirical analysis to examine how the enterprise choose non-market strategybased on different life cycle. Statistical analysis of web news at the same time, according tothe keywords news article number,2013visitors strategy and participate in the use ofstrategies, use of the strategies and contingency table analysis inspection visit strategy if thereis a significant difference in different life cycle stage.The research results shows that in the different stages of enterprise life cycle, non-marketstrategy is different, the choice of proper non-market strategy can help enterprises to betterdevelopment.