摘要
随着市场注意力向新兴经济体以及普通收入消费者的转移,朴素策略在中国有着更加广阔的应用空间。现有文献仅涉及朴素策略的形式和特征方面,对于朴素策略的有关分类问题和相关情境因素的影响问题缺乏深入探究。笔者将朴素策略分为物质朴素和精神朴素两大类,考虑到朴素策略的实施基础而引入市场热度将其作为调节变量,进而更加深入地探讨朴素策略对企业绩效的影响机制问题。以汽车行业作为研究对象,基于2016年中国212款汽车车型销售数量及相关参数指标数据,运用层级回归模型进行数据分析发现:朴素策略及物质朴素和绩效之间均存在显著的倒U型关系,即适度实施朴素策略和物质朴素有助于企业绩效的提升,但过度朴素将导致绩效的下降;市场热度增强朴素策略及其子类别和绩效之间的关系,精神朴素对于绩效的作用没有得到本研究数据的支持。基于研究结果,笔者从朴素策略选择和使用、界定其内涵与实施对象、提升市场热度以及如何辩证看待朴素消费理念等四个方面,提出了企业正确运用朴素策略的可行性建议。
With the market attention shifted to emerging economies as well as ordinary consumers, this paper argues that frugal tactics has a vast application space in China. The existing studies only deal with the form and characteristics of frugal tactics. However, and relevant contextual factors of frugal tactics. Th there is a lack of in-de e author divides frugal tac exploration of classified research tics into two categories： material frugal tactics and mental frugal tactics. Taking into account the implementation of the frugal tactics, this paper introduces market heat as a regulatory variable to more in-depth discussion of the impact of frugal tactics on the performance of enterprises. Taking the automotive industry as the research object based on sales data and related parameter data of 212 series car in China＇s automobile industry in 2016, we use the hierarchical regression model to analyze the data. The author finds that both frugal tactics and material frugal tactics have signifi- cant inverted U-type relationships with performance. This shows that moderate implementation of frugal tactics and material frugal tactics contribute to the improvement of enterprise performance, but over-frugality will lead to a decline in performance. Market heat strengthens effects of all kinds of frugal tactics therein. Effect of mental frugal tactics on performance isn＇t supported by the data in this paper. Based on the research results, the author puts forward the feasible suggestion that enterprises should make use of the frugal tactics correctly from four aspects： the selection and use of frugal tactics, the definition of its connotation and implementation targets, the promotion of market heat and the dialectical understanding of frugal consumption concepts
作者
李晓翔
钱丹
LI Xiao-xiang;QIAN Dan
出处
《中央财经大学学报》
CSSCI
北大核心
2018年第4期104-114,共11页
Journal of Central University of Finance & Economics
基金
国家社会科学基金青年项目"资源结构
策略选择与中小企业创新绩效关系研究"(项目编号:15CGL011)
关键词
朴素策略
市场热度
绩效
汽车行业
Frugal tactics Market heat Performance Automobile industry
