CAJ | 학술논문

基于非市场环境界定了企业非市场战略的内涵；分析了企业政治战略、社会公众及媒体战略和企业社会责任战略等非市场战略类型，以期建立一个完整的非市场战略理论体系。最后，论述了市场与非市场战略内在主导机制的差异，即市场战略由“独特性机制”支配，而非市场战略则靠“合法性机制”来主导。要获得持续的竞争优势和卓越绩效，企业应对市场战略和非市场战略进行协同整合，构建起“市场-非市场”的一体化整合战略。
기우비시장배경계정료기업비시장전략적내함；분석료기업정치전략、사회공음급매체전략화기업사회책임전략등비시장전략류형，이기건립일개완정적비시장전략이론체계。최후，논술료시장여비시장전략내재주도궤제적차이，즉시장전략유“독특성궤제”지배，이비시장전략칙고“합법성궤제”래주도。요획득지속적경쟁우세화탁월적효，기업응대시장전략화비시장전략진행협동정합，구건기“시장-비시장”적일체화정합전략。
Based on non-market environment, the paper defines the concept of non-market strategy. The non-market strategy system includes mainly corporate political strategy, social public and media strategy, and corporate social responsibility strategy, etc. The paper argues that market strategy is ruled by unique mechanism, but the dominant logic of non-market strategy is legitimacy mechanism. To obtain sustainable competitive advantage and excellent performance, firms should integrate market strategy and non-market strategy for seeking synergy effects.