Research On Order-of-Market-Entry Advantage Construction

Any establishment of competitive advantages is for meeting demands of existence and growing of enterprises. In this dynamic environment, competitive advantages such as cost and scale advantages couldn't provide enterprises with continuous advantages anymore. Enterprises must seek new advantages all time to grow. Facing strong market competition, high speed technologies and unpredictable industrial environments, competitive advantages focus on order-of-market-entry advantage now. That puts forward high requirements on order of entering markets and how to gain advantage. It has already become the key for enterprises to gain advantages in fierce competition that how to choose the right order entering markets according to their inner and outer environments and construct order-of-market-entry advantage efficiently, quickly and flexibly.On the basis of filing and reviewing relevant materials, The paper first analyzes the theoretics of order-of-market-entry advantage and identifies the conception of first-mover advantage and late-mover advantage and requirements on environments. Then the theory, influencing elements and ways to gain advantage have been pointed out. Through researches on enterprises, industrial environment and competition, elements influencing first-mover advantage and late-mover advantage are clarified individually and ways to gain each advantage. Meanwhile, game models of order-of-market-entry advantage on price and quantity are established according to the theory of game of timing. Finally researches on two companies, in move-storage industry, prove the theoretical analysis.Through research of this thesis, it means to make up the insufficiency that lacks in the systematic researches on order-of-market-entry advantage, especially in choosing and gaining order-of-market-entry advantage. It may also perfect theory of competitive advantages. This paper also provides establishment of competitive advantage with support and references and plays certain important role in strategic decisions for decision-makers.