CAJ | 학술논문

从市场需求理论和消费者行为理论出发,引入产品复杂度的调节作用,以中国汽车企业作为研究样本,选取32家中国车企2008~2012年的面板数据,对多次级市场和同一市场两种不同的产品扩散策略与企业绩效关系及产品复杂度在策略-企业绩效关系中的调节作用进行分析。实证结果表明,两种产品扩散策略与绩效之间由负向关系转为正向关系,即两种产品扩散策略与企业绩效呈U型关系;产品复杂度加强了多次级市场产品扩散策略与绩效之间的关系,而弱化了同一市场产品扩散策略与绩效的关系。企业应根据自身的情况,选择合适的扩散方式,合理灵活地利用产品复杂度的调节作用,对企业绩效会起到事半功倍的效果。
종시장수구이론화소비자행위이론출발,인입산품복잡도적조절작용,이중국기차기업작위연구양본,선취32가중국차기2008~2012년적면판수거,대다차급시장화동일시장량충불동적산품확산책략여기업적효관계급산품복잡도재책략-기업적효관계중적조절작용진행분석。실증결과표명,량충산품확산책략여적효지간유부향관계전위정향관계,즉량충산품확산책략여기업적효정U형관계;산품복잡도가강료다차급시장산품확산책략여적효지간적관계,이약화료동일시장산품확산책략여적효적관계。기업응근거자신적정황,선택합괄적확산방식,합리령활지이용산품복잡도적조절작용,대기업적효회기도사반공배적효과。
The relationship between two types of product proliferation （across-niche product pro- liferation and within-niche product proliferation） strategies, and the moderating effect of product com- plexity on product proliferation strategies and firm performance are investigated based on the panel da- ta of 32 car firms from the year of 2008 to 2012 in China. Results show that the correlation between the two types of product proliferation and firm performance changed from being negative to positive, indicating there exists a U-shaped relationship between these two types of product proliferation and firm performance. Results also indicate that the product complexity can strengthen the relationship between across-niche product proliferation strategies and firm performance, and weaken the relation- ship between within-niche product proliferation strategies and firm performance. Therefore, an enter- prise should choose proper product proliferation strategies and take full advantage of the moderating effect of product complexity based on their own positions in market, and it might yield twice the result with half the effort in firm performance.