Author(s)

Yixuan Liu

School of Business Administration, South China University of Technology, Guangzhou, China.

With the bloom of the study of non-market strategy, the field is very complex; the theories are different from each other and there are great differences between Chinese and foreign enterprises. In view of these problems, we combed the relevant literature of non-market strategy of EBSCO and CNKI database from 2006 to 2016, and tried to find out the theoretical perspective of the existing non-market strategy research. Based on this research, we examine the applicability of European and American enterprises' practical experiences to Chinese enterprises and provide practical suggestions and guidance for non-market activities of Chinese enterprises during the specific period of Chinese transition.

Non-Market Strategy, Rational Perspective, Political Perspective, Ethical Perspective

Liu, Y. (2017) Review and Research on Non-Market Strategy of Enterprises Based on Chinese Transition Period. American Journal of Industrial and Business Management, 7, 643-651. doi: 10.4236/ajibm.2017.75048.