Under The Dynamic Environment Research On The Competitive Action-reaction Response Behavior Type Of China’s Internet Enterprise

In recent years, with the complexity and dynamic competition environment, the competition between enterprises become more intense and complex, static competition has insufficient to explain enterprise’s strategic interaction. Under the background of globalization and information technology, how to effectively analysis the new economic model of complex dynamic competitive interaction between Internet companies, as well as how to choose the attack of the competitive interaction- reaction type, it has important significance to survival longer in the rough dynamic competitive environment. Now there are many scholars study enterprise competitive interaction, they usually based on resource view, emphatically analyzed the competition from market commonality and resource similarity between enterprises, analyzed the possibility of attack- counterattack behavior research, used empirical research method to validate the enterprise competitive rules of Competitive Action-Reaction. Based on Chen’s The possibility of attack and counterattack model, the main research is based on the analysis of competitors, tried to research the attack against the possibility of theory framework. Existing empirical research mostly concentrated in the aviation industry, hospitals, Banks or home appliance industry, etc., there is no empirical research involves the study of the Internet industry Competitive Action-Reaction so far.This article try to study the competition action-reaction will appear what kind of regularity among the Internet enterprise. Through the case analysis, when attacker takes different attack behavior, according to their own resources ability, reactors will choose different response behavior. At the same time, the research based on resource similarity and market commonality, attackers enterprise will choose which business areas and which type of offensive behavior, under the perspective of resource-based view, response behavior depends on what resources ability of the enterprise. The Attack- against the possibility of model is not involved in the complex dynamic environment’s influence on the interaction between enterprise dynamic competition. However the environment changes more frequently in the Internet industry than any other industry, in order to more accurately analyze the Internet enterprise competitive dynamic interaction, this article will talk about the Internet enterprise and the industry environment change, analyze the environmental dynamics has what kind of impact on the competition action-reaction, there are two points need to be discussed, dynamic change of user requirements how to impact on competition and technological development how to impact on the speed and intensity about the reaction behaviors.At the end of the paper, through literature research and case studies methods, there are the following conclusions: Firstly, based on the market commonality and resource similarity, when competitors choose areas take the offensive behavior of the higher level of market share, enterprises will be more active to take response behavior; Secondly, when the attacker to choose strategic offensive behavior, if enterprise have strong resources ability in the field of being offensive, will tend to choose strategic response behavior; if resources ability is weak, tend to choose no respond, or lag response behavior; Thirdly, when attackers choose tactical offensive behavior, the enterprise generally choose tactical response behavior; In this case, the enterprise resources ability is more stronger more tend to take a tactical response behavior faster, when the enterprise resources ability is weak, the enterprise a tactical response behavior of the reaction will lag; Besides, Under the dynamic environment, the user requirements will affect the level of positive response behavior of enterprises, but the higher level of user requirements change effect enterprises taking the response behavior of speed will be faster, also stronger response strength.Higher dynamic environment level, the enterprise will tend to respond to a competitor’s attack more faster and stronger.