企业间的竞争变得愈加激烈和复杂，动态竞争更能解释企业之间彼此交错的战略互 动。动态竞争理论认为企业采取的竞争行动，会引起竞争对手的一系列响应，这些响应 又会影响到先动企业竞争优势的获取程度和进一步竞争行为的选择与实施。现在餐饮业 处于一个蓬勃发展的时期，吸引新企业的不断进入。同时餐饮行业的进入退出比较频繁， 该行业的竞争互动短时间内就可以观察到。新进入企业为了快速获得竞争优势或市场空 间会采取竞争性的进入策略，这些策略是否会影响到在位企业的利益？在位企业面对新 进入企业的攻击行为是否会采取响应行为？在这种背景下，如何有效地分析餐饮行业新 进入企业与在位企业之间复杂的竞争互动，对于新进入企业在恶劣动态竞争环境下更好 的发展至关重要。 首先，本文在竞争互动理论、企业异质性假设、顾客价值和顾客感知质量理论等相 关理论基础上对市场进入、新进入企业、进入策略以及网络口碑等变量进行概念界定。 结合以往学者研究将进入策略细分为低价进入策略和高质量进入策略两个维度。在此基 础上提出异质性情境下新进入餐饮企业竞争性进入行为对在位企业网络口碑影响的相 关假设。 其次，本文以成都两区域2018年5月-2018年8月的餐饮企业为实证对象，运用 Stata15.0软件对处理好的实证数据进行相关变量的描述性统计，并通过PSM-DID方法 实证检验异质性高和异质性低情境下新进入企业的低价进入行为和高质量进入行为对 在位企业网络口碑的影响差异。然后，在上述研究结果下引入了博弈论构建新进入餐饮 企业与在位企业的动态演化博弈模型，在不同约束条件下，分析了博弈主体的稳定均衡 点，并借助matlab2016软件用于仿真分析。 最后，分析实证检验和演化博弈结果总结出以下结论：①异质性低的市场环境中， 新进入餐饮企业对在位企业网络口碑有显著负影响；异质性高的市场环境中，则没有显 著影响。②当演化博弈有两个稳定均衡点时，设置不同初始比例，新进入餐饮企业演化 稳定点更趋向于高质量进入策略。③在位企业选择响应还是不响应策略主要取决不响应 与响应净收益的大小，新进入餐饮企业竞争性进入行为造成的损害会影响到在位企业的 策略选择。基于以上研究结果，本文提出了新进入餐饮企业市场进入策略的管理意见。 关键词：进入策略；竞争互动；演化博弈；新进入企业 基于竞争互动视角的餐饮企业市场进入策略研究 ABSTRACT The competition between enterprises has become increasingly fierce and complicated, and dynamic competition can better explain the strategic interaction between enterprises. The theory of dynamic competition believes that the competitive actions taken by an enterprise will elicit a series of responses from competitors. These responses will affect the degree of acquisition of the competitive advantage of the first mover and the selection and implementation of further competitive behavior. Now the catering industry is in a period of vigorous development, attracting the continuous entry of new enterprises. At the same time, the entry and exit of the catering industry is relatively frequent, and competition and interaction in this industry can be observed in a short time. New entry companies will adopt competitive entry strategies in order to quickly gain competitive advantage or market space. Will these strategies affect the interests of incumbent companies? Will the incumbent enterprises respond in the face of the newly entered corporate attacks? In this context, how to effectively analyze the complex competitive interaction between the new entrants and incumbent companies in the catering industry is crucial to the better development of new entrants in the harsh dynamic competitive environment. First, this article conceptually defines variables such as market entry, new entry to the enterprise, entry strategy, and Internet word-of-mouth on the basis of relevant theories such as competition interaction theory, enterprise heterogeneity assumption, customer value, and customer perceived quality theory. Combining the research of previous scholars, the entry strategy is subdivided into two dimensions: low-cost entry strategy and high-quality entry strategy. On this basis, the relevant hypotheses of the impact of the competitive entry behavior of new entry catering companies on the online reputation of incumbent companies in heterogeneous situations are proposed. Secondly, this article takes the restaurant companies in Chengdu from May 2018 to August 2018 as empirical objects, uses Stata15.0 software to perform descriptive statistics on the relevant variables of the processed empirical data, and empirically tests through the PSM-DID method The difference between the low-price entry behavior and the high-quality entry behavior of newly-entered enterprises in the context of high heterogeneity and low heterogeneity affects the online reputation of incumbent companies. Then, based on the above research results, game theory is used to build a dynamic evolution game model for newly 哈尔滨工程大学硕士学位论文 entered catering companies and incumbent companies. Under distinct constraints, the stable equilibrium point of the game players is dissected, and it is used for simulation analysis with the help of matlab2016 software. Finally, the results of empirical tests and evolutionary games are analyzed to summarize the following conclusions: ①In a market environment with low heterogeneity, newly entered catering companies have a significant negative impact on the network reputation of incumbent companies; in a market environment with high heterogeneity, there is no Significantly affected. ②When the evolutionary game has two stable equilibrium points, different initial ratios are set, and the evolutionary stable points of new entry catering companies tend to be high-quality entry strategies. ③ Whether the incumbent company chooses to respond or not to respond mainly depends on the size of the net income of non-response and response. The damage caused by the competitive entry behavior of new catering companies will affect the strategic choices of incumbent companies. Based on the empirical outcomes, we propose management opinions on the new entry strategy for catering companies. Key words: entry strategy; competitive interaction; evolutionary game; new entry enterprise 基于竞争互动视角的餐饮企业市场进入策略研究 目录 第1章 绪论 .. 1 1.1 论文研究的背景、目的及意义 ....................... 1 1.1.1 论文研究的背景 ......... 1 1.1.2 论文研究目的及意义 . 2 1.2 国内外研究现状与评述 .... 3 1.2.1 市场进入相关研究现状 ............................ 3 1.2.2 网络口碑相关研究现状 ............................ 5 1.2.3 动态竞争相关研究现状 ............................ 6 1.2.4 国内外相关研究评述 . 8 1.3 论文的主要内容、研究思路和研究方法 ....... 8 1.3.1 论文的主要内容 ......... 8 1.3.2 论文的研究思路 ......... 9 1.3.3 论文的研究方法 ....... 11 1.4 论文的创新之处 .............. 11 第2章 理论基础与理论框架 ... 12 2.1 概念解析 .......................... 12 2.1.1 市场进入与新进入企业 .......................... 12 2.1.2 进入策略的概念及维度划分 .................. 12 2.1.3 网络口碑的内涵 ....... 14 2.2 理论基础 .......................... 15 2.2.1 竞争互动理论 ........... 15 2.2.2 企业异质性假设 ....... 16 2.2.3 顾客价值理论 ........... 17 2.2.4 顾客感知质量理论 ... 18 2.3 理论框架 .......................... 19 2.4 本章小结 .......................... 21 第3章 新进入餐饮企业对在位企业网络口碑影响研究 ..................... 22 3.1 新进入餐饮企业对在位企业网络口碑影响的研究假设 ............ 22 3.1.1 价格进入对在位企业网络口碑影响的研究假设 ................. 22 3.1.2 质量进入对在位企业网络口碑影响的研究假设 ................. 23 3.1.3 异质性情境下市场进入对在位企业网络口碑影响的研究假设 ........................ 23 3.2 实证数据收集与整理 ...... 24 3.2.1 实证对象的选取 ....... 24 3.2.2 数据来源 ................... 25 3.2.3 数据预处理 ............... 26 3.2.4 变量测量 ................... 27 哈尔滨工程大学硕士学位论文 3.3 实证结果分析 .................. 30 3.3.1 描述性统计分析 ....... 30 3.3.2 倾向得分匹配效果 ... 31 3.3.3 PSM-DID回归 .......... 37 3.4 稳健性检验 ...................... 42 3.5 本章小结 .......................... 43 第4章 新进入餐饮企业与在位企业的演化博弈策略分析 ................. 44 4.1 演化博弈论在市场进入策略研究的适用性 . 44 4.2 新进入餐饮企业与在位企业的博弈分析 ..... 44 4.2.1 演化博弈基本假设与收益矩阵 .............. 44 4.2.2 复制动态分析 ........... 47 4.2.3 新进入餐饮企业与在位企业演化稳定策略分析 .....