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环境扫描对企业竞争优势的影响研究
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摘要
竞争环境不仅是企业生存和发展的基础,更是作为企业战略信息和资源的重要来源。20世纪80年代以来,我国的经济环境发生了深刻的变化,信息已经具有同物质和能源一样的地位,被视为一种新的生产力要素。在信息技术的推动下,市场急剧变化并日趋复杂,对企业战略决策、组织结构和内部流程产生了重大的影响,企业的经营环境正由相对稳定的静态环境转向充满不确定性的动态环境转变。因此,如何有效地识别和分析环境中的战略威胁和机遇,尽早发现问题和解决问题,以降低不确定性风险,是企业战略管理的重要环节。竞争环境扫描是指管理者通过获取组织边界之外的、直接或间接影响到组织整体绩效的所有信息,为战略决策的制定和竞争优势的构建提供依据。通过对企业内、外部环境的连续扫描、分析和预测,促使企业掌握市场变化,减少不确定性风险,进而制定有效的战略,在激烈的市场中保持竞争优势、立于不败之地。
     电子信息产业属于研发密集型、知识密集型产业,具有高度创新性和高更新频率,其产业发展具有传统产业难以比拟的增量效应和乘数效应。但同时,行业特点也决定了电子信息业的发展更容易受到外界环境的影响,包括竞争对手、顾客、供应商、政策条件、社会文化条件等而面临巨大的不确定性风险和挑战。因此,准确、及时、有效地扫描竞争环境以获取竞争情报对电子信息产业的发展具有更为重要的战略意义。本文以管理学、情报学、企业战略管理等相关理论为基础,结合我国电子信息产业发展的实践,探讨环境扫描的影响因素以其环境扫描如何影响企业竞争优势的构建,在此基础上揭示竞争环境扫描的战略价值,为我国电子信息行业企业发展赢得竞争优势提供启示和思路。
     本文主要内容如下:
     引言阐述了本文选题的背景和意义,综述了本课题国内外研究现状,说明了本文的主要研究内容和研究方法。
     第一章是对我国电子信息行业宏观环境扫描的分析,主要结合宏观环境中影响电子行业发展的主要要素以及进行环境扫描的动因。
     第二章是对我国电子信息行业的行业环境扫描的驱动力分析,主要结合我国电子行业的外在市场压力、发展的动力以及与电子行业发展的相关其他原因分析需要进行环境扫描的动因。
     第三章是环境扫描对企业竞争优势的影响,本章首先基于已有的研究成果和本文第一和第二章的驱动力分析,设计企业竞争优势的直接影响因素和间接影响因素,构建环境扫描对企业竞争优势影响的概念模型。针对研究的各个变量,选择相应的测量指标,尽量使得每一个测量均能反映变量的内涵。
     第四章是基于第三章的概念模型设计问卷,对调查问卷的设计和开发过程、抽样设计的方法、调查对象和样本规模进行介绍和说明,并详述本研究所使用的统计技术和数据分析方法。
     第五章对获取的189份有效问卷进行数据分析。比较了样本企业的样本特征,进行了研究变量的基本数据分析,通过测量模型的检验确定了研究量表的信度和效度,运用偏最小二乘法结构方程模型验证了本文的研究模型和假设关系,结合文献研究和实证数据对结果进行了解释和分析。
     第六章是案例研究,主要以惠州德赛集团为例,分析企业实施环境扫描工作的部门、人员、企业的投入、所使用的百度竞争情报系统,以及环境扫描对企业产生的效益等。
     第七章是结语,根据本文的结论探讨了我国电子企业管理者如何更有效地开展行业环境扫描以保持企业的竞争优势。
Environment is not only the basis for enterprise survival and development, but also an important source of information and corporate strategy. With the country's economic environment and profound changes since the1980s, the information enjoys the same position as the material and energy, serving as a new factor of production. Under the impetus of the IT, market is changing rapidly and increasingly complex, exerting a major impact on strategic decision making, organizational structure and internal processes. The business environment is changing from being relatively stable in a static environment to a dynamically changing environment of uncertainty. Therefore, how to effectively identify and analyze strategic threats and opportunities in the environment as soon as possible and solve problems, to reduce the risk of uncertainty is an important part of corporate strategic management. The environment scanning refers that the senior managers outside the organizational boundaries directly or indirectly affect all the information on the organization's overall performance, and provide a basis for strategic decision making and competitive advantage enhancing. Continuous scanning, analyzing and forecasting of the enterprise and the external environment encourages enterprises to master the changes in the market, reduce the risk of uncertainty, and then formulate an effective strategy to maintain a competitive advantage in the fierce market and become invincible.
     Based on the theory of Management Science, Information Science, Corporate Strategic Management, this paper combines the development of China's electronic information industry practice, explores the factors affecting the environmental scanning behavior, consolidates competitive advantage built on this basis revealing the competitive environment the strategic value of the scan, and provide inspiration and ideas to gain a competitive advantage for enterprise development of China's electronic information industry.
     The dissertation is composed of Introduction and other seven chapters. The main contents are as follows:
     In the part of introduction, the background and meaning of this dissertation are explained. The related research status at home and abroad is reviewed, and the main contents and methods of the dissertation are presented.
     Chapter one is the analysis of the macro-environmental scanning of China's electronic information industry, mainly with the main elements that affect the development of the electronics industry in the macro environment and the motivation for environmental scanning.
     Chapter two is the driving force of the industries and enterprises of China's electronic information industry, environmental scanning, analysis, and external market pressures, combined with China's electronics industry, the driving force for development and development of the electronics industry for other reasons the need for environmental scanning motivation.
     Chapter three is the impact of environmental scanning of competitive advantage, on the basis of previous research, design of environmental scanning, the direct impact factors of competitive advantage. Part of the paper summarized extracts indirect effects of factors, the building of environment scanning conceptual model of competitive advantage. The paper also studies various variables, selects the appropriate measure so that each measurement can reflect variable connotation.
     Chapter four is the last chapter of the conceptual model on the basis of questionnaire designing, questionnaire development process. It describes the sampling design, survey and sample size, describes the statistical techniques used in this study and data analysis method, process data and validates the model.
     In chapter five, the189valid questionnaires were analysed and sample characteristics were described. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) was used to identify the research scale reliability and validity. PLS structure equation model were used to verify the concept modeling and the assumption relationship. The final part of this chapter explained and analyzied the results.
     In chapter six, Huizhou Desay is taken as a case study to analyze the work of enterprises to implement environmental scanning department, personnel, corporate investment, use Baidu competitive intelligence systems, as well as the benefits of environmental scanning enterprise.
     The last chapter is the conclusion of our e-business managers about how to take advantage of the industry in environmental scanning more effectively to keep your business competitive advantage.
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