【摘要】 为了明晰外部情境与企业战略行动间的关系，通过对云南宽谷糖业有限公司的纵向追踪研究，引入战略认知构念，探讨新消费情境对战略行动演化的影响机理。研究发现：(1)新消费情境下新创企业的发展历程会经过单点突破、多元发展和场景延伸三个阶段，政策因素、技术因素与市场因素作为外部情境因素贯穿于上述三个阶段并驱动战略认知与战略行动的演化；(2)战略认知包含战略重心、认知互动和战略导向这三要素，传导新消费情境到战略行动的机理体现为通过识别外部情境形成企业战略重心，经过认知互动后确定战略导向，继而明确战略行动；(3)新消费情境、战略认知和战略行动演化之间存在密切的互动演化关系。更多还原

【Abstract】 In order to clarify the relationship between the external situation and the enterprise’s strategic action,through the longitudinally tracking research of Yunnan Kuangu Sugar Co.,Ltd. and introducing the concept of strategic cognition,the influence mechanism of the new consumption situation on the evolution of strategic action was analyzed. It is shown that the development process of new start-ups in the context of new consumption will go through three stages:single point breakthrough,diversified development and scenario extension. Policy factors,technical factors and market factors,as external situational factors,run through the above three stages and drive the evolution of strategic cognition and strategic action. Strategic cognition includes three elements:strategic focus,cognitive interaction and strategic orientation. The mechanism of transmitting the new consumption situation to strategic action is to form the strategic focus of the enterprise by identifying the external situation,determine the strategic orientation after cognitive interaction,and then clarify the strategic action. There is a close interactive evolution relationship among new consumption situation,strategic cognition and strategic action evolution.更多还原