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1、 I 摘摘 要要 本文以中国彩电业面临国外技术标准壁垒以及中国制造现象的危机为背景， 研究 彩电企业在不同阶段采用的一些典型的策略性行为以及对规范其他行业企业的市场 行为实践的意义，并对解决中国制造危机提供一定的启示。从现有文献来看，策略 性行为作为新产业组织理论研究的新问题，多以西方的市场环境为分析基础，以中 国市场为背景的研究较少，但它为现实中企业各种行为策略的运用提供了很好的理 论解释。对中国彩电业整个生命周期中不同企业采用的策略性行为分析的则更是少 见。 随着市场经济的发展，中国市场环境进一步完善，企业在市场竞争中也更加注 重环境变化，对行为的把握已站在了战略的高点上。为了分析这种现状
2、，本文以中 国市场中比较成熟的彩电业为背景，选择彩电市场中处于不同发展阶段中不同地位 的厂商，分别研究不同厂商在不同阶段采取的典型策略性行为，即掠夺性定价、产 品选择战略以及突破性技术创新三种策略性行为，并分析了各种策略性行为的产业 绩效，以期通过相应的案例研究，总结出各种策略的目的和绩效，为彩电企业的市 场实践以及中国的企业在如何面对“中国制造”这场危机时提供参考和理论依据。 文章共分为五章。第一章在确定了本文的研究对象，并且从市场现象出发，明确 文章所要解决的问题：即厂商在不同阶段其策略性行为的采用能起到何种效果，对 社会福利等产生了何种影响。 第二章文献综述部分， 就西方现有文献对本文所
3、探讨内容的研究现状和发展趋势 进行简要评论，指出策略性行为的理论内涵和以及具体不同的行为理论，大致以理 论进程为顺序对各种理论观点加以介绍和评述。 第三、四章是本文的重点，按厂商相对与竞争对手所处的市场地位，分别以掠夺 性定价、产品选择、突破性技术创新策略，对中国彩电市场上的三个典型案例进行 分析。该部分致力于把策略性行为的理论应用于分析企业市场竞争实践，换言之， 即用理论来解释企业的市场行为。此部分以案例背景、策略性行为分析及相关结论 II 为线索展开，借鉴产业组织理论的 SCP 分析方法，通过对具体案例的分析，以期得 出对策略性行为实施的条件、策略效果及福利影响等问题的解释。 第五章结论部
4、分， 对上述案例分析进行总结， 归纳出厂商采取策略性行为的核心 目的，以及如何根据市场地位的变化对不同阶段的策略性行为进行选择。同时，通 过案例分析得出，掠夺性定价、产品选择、突破性技术创新这三种策略手段在中国 市场上同样具有可行性和有效性，可以为企业保持其市场地位提供保障。此外，还 指出彩电业策略性行为的广泛运用同样为解决当前中国企业遇到的危机有一定的启 示。概而言之，这部分对引言中提出的问题做出了回答，完成了本文要解决的主要 问题。 关键词：关键词：彩电行业 产业生命周期 策略性行为 III Abstract This thesis researches the the applicati
5、on of some typical strategic behaviors in the Color TV industry , the effects and some tips to how to solve the current problem based on industry life cycle when color TV industry facing technology standard barrier in the outside world and the crisis of so called“ Made in China”. Strategic behavior
6、is one of the universal strategies adopted by enterprises, it is more efficient as to be applied by enterprises. Also, research in this field is more comprehensive and thorough. However, as a new problem researched by NIO theory, strategic behavior mostly uses western market environment as analyzing
7、 basis, rarely using China market as researching ground especially. With the development of China market economy and further accomplishment of China market environment, more attention has been put in analyzing environment change and competitors in the market competition by the enterprises, and the g
8、rasp of the behavior has hold the high position of the strategy. For the purpose to analyze the current situation, this thesis uses colour TV industry in china as background, selecting enterprises of different positions in the product market, analyzing the deployment and effect of the strategic beha
9、viors which are predatory pricing、products-selecting and significant technology innovation. At the same time, in strategy analyzing and case selection, this author wants to give some tips to other industries related to how to solving the problem about being made in China. The thesis contains five ch
10、apters. The research object of this thesis is ascertained based on a brief review of the industry organization development history, and the problems to be addressed by the thesis starts from the market phenomenon: what kind of effect would occur by adopting the strategic behavior, and what kind of i
11、mpact it imposed on the social welfare and policy making. The second chapter is a comprehensive review of the documents related, reviewing briefly of the western current available documents cover the issues of this thesis related to research situation and the developing trend, presents the content a
12、nd research progress of the strategic behavior theory . Introduction and review of the respective scholars point is given in a theory evolving order. IV The third, forth chapter are the main parts of this thesis. According to the different market status of the producer and its competitors, applying
13、the strategic approaches as predatory pricing、products-selecting and significant technology innovation, these two chapters analyze three classic cases in China colour TV market. This part dedicated to apply the strategic behavior theory to analyze the practice of the enterprises competing, in other
14、words, using theory to interpreting the enterprises market behavior. Following the leads of case background, strategic behavior analyzing and the related conclusions, drawing lesson from the S-C-P analyzing approach of the industry organizing theory, this part analyzes specific cases, hoping to find
15、 a convincing explanation of the strategic behavior applications requirements, motives, and effect of the strategy and impact on the welfare. The fifth chapter is the conclusion part. By summarizing of the above cases analysis, the part generalizes the corn target of the adoption of strategic behavi
16、or on industry life cycle, and how to select various strategic behaviors based on industry life cycle, according to the change of market status. At the same time, it is concluded through case analysis that all three strategic behaviors such as predatory pricing、products-selecting and significant technology innovation are practical and efficient in China market, and may provide safeguard for enterprises holding i
