Research On The Influence Of Competitive Strategy On Cost Stickiness From The Perspective Of Enterprise Life Cycle

With the deepening of global economic integration and the rapid progress of science and technology,the degree of competition among enterprises is becoming more and more intensified.Enterprises also require more and more internal cost management.Since the Ministry of Finance proposed in 2014 to comprehensively promote the reform of management accounting system,Chinese scholars have made endless research on the reform of management accounting.As a branch of management accounting reform,it is of great significance to study cost and expense to promote the reform and improvement of management accounting.In addition,this is also the core content of academic research.At present,many scholars at home and abroad focus on three major areas of cost stickiness: performance characteristics,influencing factors and existence.This paper studies the impact of competitive strategy on Cost Stickiness from the perspective of enterprise life cycle,which helps enterprises to understand and choose different types of competitive strategy at different stages of decision-making behavior,thus increasing the value of enterprises and enabling enterprises to obtain sustainable competitive advantage.Based on Deakinson's cash flow portfolio method and Gort's stage division method,this paper classifies the growth stages of listed companies from the perspective of enterprise life cycle.One is the growthstage,the other is the mature stage,and the last is the recession stage.In this paper,the A-share listed companies in Shenzhen and Shanghai Stock Exchanges are taken as the research objects.Through collecting the data of enterprises from 2013 to 2017,and combining with the relevant theoretical knowledge,the construction of regression analysis model is completed,and the impact of competition strategy on the Cost Stickiness of different life cycles is studied.This study finds that the implementation of differentiation strategy has a significant impact on the increase of cost stickiness,while cost leadership strategy has a negative impact on it.Based on the life cycle theory,the life cycle stages of samples are divided and studied.It is found that when enterprises are in the growth stage,differentiation strategy promotes the Cost Stickiness of enterprises,while cost leadership strategy weakens the Cost Stickiness of enterprises.In mature enterprises,cost leadership strategy has a weakening effect on the Cost Stickiness of enterprises.Differentiation strategy can promote the Cost Stickiness of enterprises in recession.Some suggestions are put forward based on the empirical conclusions.