不确定环境下品牌联盟组织间协作模式选择的计算实验研究

选择合适的协作模式是联盟企业在动态环境中稳定发展的关键。本文开创性地根据复杂性、动态性和敌对性三个维度将环境不确定性细化为八种状态，探究在八种不同环境状态下，开发式协作模式与探索式协作模式的最优选择和科技型企业与制造型企业的适用情况。基于NK模型并将其适应度函数优化后仿真，研究结果表明：①开发式协作模式与探索式协作模式在八种不同环境状态下均存在局部最优现象；②面对资源丰富且动荡的外部环境时，科技型企业应选择探索式协作模式，相反则应选择开发式协作模式；面对资源丰富且稳定的外部环境时，制造型企业应选择探索式协作模式，相反则应选择开发式协作模式。

Computational Experimental Research on the Selection of Collaboration Patterns among Brand Alliance Organizations under Uncertain Environment

Choosing the appropriate collaboration pattern is the key to the stable development of alliance enterprises in dynamic environment. The environmental uncertainty is subdivided into eight states according to the three dimensions of complexity, dynamics and hostility. Then the optimal choice between development collaboration pattern and exploratory collaboration pattern in eight different environments is found.And the application of technology and manufacturing enterprises in eight different environments are explored. First of all,based on the complex adaptive system theory,the brand alliance interorganizational collaboration system state of environmental uncertaintyis analyzed.The conceptual model of interorganizational collaborationpattern selection among brand alliance organizations is constructed.Secondly, based on the theory of fitness landscape, the NK model of interorganizational collaboration system of brand alliance considering the resource elements of alliance organization is established, and its fitness function is optimized.Thirdly, according to the data obtained from the case study and referring to the relevant research results, the behavior criteria, parameters and algorithms related to computational experiments are set.Finally,the relevant conclusions are drawn. The results show that the development collaboration pattern and exploratory collaboration pattern have the local optimal phenomenon under eight different environmental conditions. In the external environment with abundant and volatile resources, the exploratory collaboration pattern should be chosen by technological enterprises.In the external environment with scarce and stable resources, the development collaboration patternshould be chosen by technological enterprises. In the external environment with rich and stable resources, the exploratory collaboration patternshould be chosen by manufacturing enterprises.In the external environment with scarce and volatile resources, the development collaboration pattern should be chosen by manufacturing enterprises.In this article, the expansion and application of complex adaptive system theory in the field of strategic management is enriched. And the fitness function formula in uncertain environment is constructed, the practice of fitness landscape theory in the field of brand strategy is substantial.Therefore, enterprises should pay more attention to the external environment and enhance the ability to identify external resources.According to the changing trend of the current and future external environment, and combining with its own attributes and characteristics,the appropriate interorganizational collaboration mode of brand alliance should be chosen by the enterprises.