A Study On The Impact Of Institutional Pressures On The Strategic Transformation Of Enterprises

At present, China’s economic development into the new normal, is faced with a great deal of important strategic opportunities, is also facing the severe challenge of the superposition of many contradictions and risks increased. Against this predicament, the government strengthens deepening of the reform, with the economic growth slowing down, the next stage, will be unswervingly to speed up structural adjustment, and change to the "quality" of economic growth mode. The reform of state-owned enterprises as the focus of China economic reform is facing a very arduous task. Competitive advantage is the core of the modern enterprise, facing the fierce competition from the market and strong pressure from the institution. In this background, many enterprises began to think the problem of strategic, seeking strategic transformation, and go on the road of strategic transformation.In this paper, the enterprise strategic transformation as the main body of the study, the introduction of institutional pressure theory, the willingness of the transition, resource capacity, strategic transformation of four variables, build a theoretical model.Select Moutai group as a case, through the case of multi stage method. With the government issued a series of liquor prohibition policy, national anti-corruption, Moutai liquor is regarded as a kind of extravagant consumption, strong institution pressure has seriously affected the Moutai liquor market demand, Moutai Group was forced to make deep reform and strategic transformation. Through the division of the development stage of Moutai group, the comparison of different stages under the influence of the institution pressure, the willingness of the transition, the resource capacity is how to affect the strategic transformation of enterprises. Show that institution pressure led to Moutai group strategic transformation.Through the research to get the conclusion of the article: institutional pressure affect enterprise transformation willingness, the institutional pressure is greater, the enterprises willingness of the transition is stronger. Resource ability has a moderating effect on the relationship between the willingness of the strategic transformation and the strategic transformation of the enterprise. Institutional pressure, strategic transformation willingness and resource ability affect the strategic transformation of enterprise. And the conclusion can give other enterprises strategic transformation to provide reference and study reaction not only is the liquor industry, many similar has the monopoly position, absolute advantage resources of state-owned enterprises need to take the market as the guidance, to carry out enterprise transformation. The institutional pressure is from control institutional pressure, industry standard pressure, and social cognitive stress. The purpose is to control consumption of luxury goods, return to rational consumption, promote the upgrading of consumption, and eliminate extravagant consumption.