多点接触、市场进入与企业绩效间关系的实证研究.

This paper attempts to discuss the relationship between multimarket contact, market entry and firm performance as a starting point to provide suggestions for firms how to adopt rational and effective competitive strategy in the dynamic competitive environment. The proposed hypotheses were verified by regression analysis and robustness test. The results show that: firstly, multimarket contact has an inverted U-shape influence on market entry; secondly, market entry has a shadowing effect on the relationship between multimarket contact and firm performance. That is, the positive direct effect of multimarket contact on firm performance is greater than the negative indirect effect multimarket contact on firm performance through market entry; and then the political background of CEO has a negative moderating influence on the relationship between multimarket contact and market entry. Therefore, based on the above analysis results, this paper argues that the firm takes the initiative to increase the degree of multimarket contact with competitors can be regarded as an important non-market strategy. [ABSTRACT FROM AUTHOR]