近年来我国房地产行业快速发展，各大企业通过实施多元化的方式来扩大企业的经 营范围，从而获得范围经济。在此过程中企业在不同市场与相同或不同竞争对手多次相 遇形成多市场接触，并产生频繁的竞争互动行为，竞争强度也随之变化。因此分析当下 房地产企业的竞争状况，不仅能够让管理者认清企业当前与竞争对手的竞争格局，找出 适合自身发展的战略途径，同时也能够让企业构建一个能够随着环境与竞争对手变化的 战略体系，以此获得竞争优势与经营利润。 然而传统的静态竞争战略分析难以解释企业之间彼此交错的战略互动，制定的战略 决策也无法使企业保持长期的竞争优势。而动态竞争理论中的多市场接触理论专注于探 讨市场中企业与竞争对手的竞争格局、交互行为以及战略依赖关系，与当前企业所面对 的竞争环境相吻合。因此本文以我国房地产行业2010-2017年的数据为例，依据多市场 接触理论，以新市场进入指标衡量企业间竞争互动与强度，运用logistic回归与Cox回 归模型进行实证研究。所得结果显示：多市场接触与新市场进入呈倒U型关系。在多市 场接触处于较低水平时，企业更愿意进入竞争对手所在市场来增加威慑；随着多市场接 触的增加并达到某一阈值时，企业间形成相互容忍与默契合谋，因此进入竞争对手所在 市场的行为活动也开始降低。此外本文引入企业相对规模与资源相似性两个调节变量来 拓展影响多市场接触与企业新市场进入决策的边界条件。所得结果显示：企业相对规模 对多市场接触与新市场进入之间的关系起到调节作用。当企业与市场中现有企业的多市 场接触水平处于较低或中等水平时，企业相对规模能减弱多市场接触对新市场进入的促 进作用，随着多市场接触的增加并达到较高水平时，企业相对规模能增强多市场接触对 新市场进入的抑制作用；资源相似性能够增强处于较低多市场接触水平下的企业新市场 进入行为，随着多市场接触的进一步增加并达到较高水平时，资源相似性能够增强多市 场接触对新市场进入的抑制作用。最后，根据所得结论，本文提出房地产企业的战略制 定者可以利用多市场接触手段来协调企业与竞争者间的战略交互行动，从而降低彼此间 的竞争，形成互利共赢的局面。 关键词：多市场接触，企业竞争，相互容忍，企业相对规模，资源相似性 II Abstract WiththerapiddevelopmentofChina'srealestateindustryinrecentyears,variouslarge enterprisesexpandtheirbusinessscopebyimplementingdiversification,soastoobtainscope economy.Inthisprocess,enterprisesmeetthesameordifferentcompetitorsindifferent marketsformanytimestoformmultimarketcontact,andproducefrequentcompetitive interaction,competitiveintensityalsochanges.Sotheanalysisofthepresentconditionofreal estateenterprisecompetition,notonlycanmakemanagersrealizetheenterprisescurrent competitionwithcompetitors,tofindasuitablefortheirowndevelopmentstrategicway,at thesametimealsocanlettheenterprisetobuildacanwiththechangeofenvironmentandthe competitionstrategysystem,togaincompetitiveadvantageandoperatingprofit. However,thetraditionalstaticcompetitivestrategyanalysisisdifficulttoexplainthe strategicinteractionbetweenenterprises,andthestrategicdecisionsmadecannotmake enterprisesmaintainlong-termcompetitiveadvantages.Themultimarketcontacttheoryin dynamiccompetitiontheoryfocusesonthediscussionofthecompetitivepattern,interactive behaviorandstrategicdependencebetweenenterprisesandcompetitorsinthemarket,which isconsistentwiththecurrentcompetitiveenvironmentfacedbyenterprises.Therefore,this papertookthedataofChina'srealestateindustryfrom2010to2017asanexample,basedon themultimarketcontacttheory,measuredthecompetitiveinteractionandintensityamong enterprisesbytheindexofnewmarketentry,andconductedanempiricalstudyusinglogistic regressionandCoxregressionmodel.Theresultsshowthatthereisaninvertedu-shaped relationshipbetweenmultimarketcontactandnewmarketentry.Whenmultimarketcontactis atalowlevel,enterprisesaremorewillingtoenterthemarketofcompetitorstoincrease deterrence.Asthemultimarketcontactincreasesandreachesacertainthreshold,the enterprisesformmutualtoleranceandtacitcollusion,sothebehavioralactivitiesofentering themarketofcompetitorsalsobegintodecrease.Inaddition,thispaperintroducestherelative sizeofenterprisesandthesimilarityofresourcestoexpandtheboundaryconditionsthat affectthedecisionofmultimarketcontactandnewmarketentry.Theresultsshowthatthe relativesizeofenterprisesplaysaregulatingroleintherelationshipbetweenmultimarket contactandnewmarketentry.Whenexistingenterpriseintheenterpriseandthemarket marketmorecontactwithlowormediumlevels,relativeenterprisesizecanweakenthe marketmorecontacttoenternewmarkets,withtheincreaseofcontactmoremarketand achieveahigherlevel,therelativescalecanenhancemarketcontactinhibitionofentering newmarkets;Theresourcesimilaritycanenhancethenewmarketentrybehaviorof enterprisesatalowlevelofmultimarketcontact.Asthemultimarketcontactfurtherincreases andreachesahigherlevel,theresourcesimilaritycanenhancetheinhibitioneffectof multimarketcontactonnewmarketentry.Finally,accordingtotheconclusion,thispaper proposesthatthestrategymakersofrealestateenterprisescancoordinatethestrategic interactionbetweenenterprisesandcompetitorsbymeansofmultimarketcontact,soasto reducethecompetitionbetweenthemandformamutuallybeneficialandwin-winsituation. Keywords:Multimarketcontact,Enterprisecompetition,MutualForbearance,Therelative scaleoftheenterprise,Resourcesimilarity III 目录 摘要.....................................................................................................................................................................I Abstract..............................................................................................................................................................II 第1章绪论......................................................................................................................................................1 1.1研究背景.............................................................................................................................................1 1.2研究意义.............................................................................................................................................2 1.2.1理论意义.................................................................................................................................2 1.2.2实践意义.................................................................................................................................2 1.3研究内容与方法.................................................................................................................................3 1.3.1研究内容.................................................................................................................................3 1.3.2研究方法.................................................................................................................................3 1.4研究框架与技术路线........................................................................................................................4 1.4.1研究框架.................................................................................................................................4 1.4.2技术路线.................................................................................................................................5 1.5研究创新与贡献.................................................................................................................................5 第2章文献综述..............................................................................................................................................7 2.1企业竞争分析的理论视角演化........................................................................................................7 2.1.1传统战略管理理论的成型与发展........................................................................................7 2.1.2动态竞争战略理论的形成....................................................................................................7 2.2多市场接触文献综述........................................................................................................................8 2.2.1多市场接触概述....................................................................................................................8 2.2.2多市场接触形成及扩大原因........................................................................................