摘要
市场边界是影响企业边界的重要变量。当前社会经济环境下,由于企业规模和进入市场能力的差异、人为的进入市场障碍以及不同国家或地区市场发育成熟度不同等原因,企业只能在有限的市场进行经营活动,即企业只能在其市场边界内从事经营活动。发现或确认企业的市场边界对企业的高效运作具有重大意义。现实企业运作中存在大量无效或低效的经营活动,如超越企业自身能力的广告宣传活动等。企业的发展取决于企业生产能力的提高和市场边界扩张之间的互动。如果企业生产能力的提高是可控的,那么不可控的市场边界扩张及市场边界界定、选择就是企业运作成功与否的关键因素。市场边界的隐性假设在现实环境下应该是显性的,企业是在其市场边界内而不是在一个无边界的市场中开展经营活动。对市场边界的研究,包括市场边界的类型、影响因素、演变规律和基于市场边界考虑的经营决策特点等,应该成为当代管理学尤其是市场营销学研究发展的重点。
The authors put forward that, market boundary is one of the most important variables that will influence firm boundary. From the angle of management, especially marketing, the authors explore the theory of market boundary and put forward the reason why we neglect the market boundary is the implied assumption. In the light of.current social economic environment, this traditional assumption does not exist. The traditional management, especially the theory of marketing, will be of significant only if we have different understanding of different firms＂ market boundary. Research of the enterprises＂ market boundary is of great significant for the enterprises operational decision and effective operation.
出处
《中国流通经济》
CSSCI
北大核心
2007年第11期45-48,共4页
China Business and Market
