Abstract: When companies are competing with each other at multiple markets, multimarket contact occurs. Comparing with traditional competition research, the theory of multimarket contact reflects the competition situation more actually and dynamically. By using 10 Shareholding Commercial Banks in China as a sample, this paper studies how the level of multimarket contacts influencing the profitability of a bank entering competitors markets, how resource similarity and spheres of influence moderating the relationship between them, and how the level of multimarket contacts influencing the banks economic performance. The empirical results show that: (1) the probability of entering into competitors markets gets higher as the increase of multimarket contacts, however, the increase of multimarket contacts by chance is uncorrelated with it; (2) the effect of multimarket contacts improve the market entry gets higher, when resource similarity between companies is high; (3) the effect of multimarket contacts improve the market entry gets higher, when the multimarket contacts between companies are reciprocal; (4) the performance of a company gets higher with the increase of multimarket contacts, after controlling other factors.

Key words: multimarket contact , resource similarity , spheres of influence , market entry

摘要： 企业在多个市场的竞争互动构成了多市场接触，相较传统的竞争研究，多市场接触更为真实、动态地反映了企业竞争的实际局面。本文以中国10家股份制商业银行为研究对象，研究了多市场接触对银行进入竞争对手所在市场可能性的影响，资源相似性和影响范围在其中发挥的调节作用以及多市场接触对银行绩效的影响。实证结果表明：公司进入竞争对手所在市场的可能性随着多市场接触水平的提升而增大，但偶然形成的多市场接触则与其不相关；相较低资源相似性的公司而言，高资源相似性的公司多市场接触水平对新市场进入的作用将更强；当公司之间是互换性的多市场接触时，多市场接触对新市场进入的作用将减弱；当其他要素保持不变时，公司的绩效随着多市场接触水平的提升而提升。

关键词: 多市场接触 , 资源相似性 , 影响范围 , 市场进入