Research On The Relationship Of Nonmarket Strategy And Enterprises Performance In Different Brand Development Stages

Although Chinese enterprises have paid more attention on nonmarket strategies in their daily operation, most of them lack normativity in the practical implementation process. They rarely could use nonmarket strategies reasonably according to the characteristics of their own specific development period. Since the resources of enterprises are limited, the irrational implement of nonmarket strategy will bring unnecessary waste and operation risks to the enterprises.The enterprises need to consider market strategies when they make nonmarket strategies. In different brand development stages, the enterprises will focus on different brand development strategies, and correspondingly they need to focus on different nonmarket strategies to synergize with the brand development strategies to promote the enterprise performance jointly. Based on the perspective of synergism of market strategies and nonmarket strategies, this thesis innovatively takes brand development stage as a study angle of view and analyzes the relationship between nonmarket strategy and enterprises performance more deeply in order to explore which kind of nonmarket strategy makes the most significant effect on the enterprises performance. As a result, the enterprises could emphasize on putting limited resources into this type of nonmarket strategy to improve the utilization efficiency of enterprises resources.This thesis takes top 500 listed companies in China as research object, and obtain the data of nonmarket strategy by using structured content analysis method. By using SPSS20.0, it mainly takes the multiple regression analysis. The conclusions are: nonmarket strategy could promote the enterprises performance, and different nonmarket strategies make different effects on enterprises performance in different brand development stages——public and media strategy makes the most significant effect on enterprises performance in primary stage of brand development; political strategy makes the most significant effect on enterprises performance in both growth and mature stages of brand development.