摘要：现实竞争中，企业采取的竞争行动组合是简单好还是越复杂越好呢？本研究收集了5301条样本公司的竞争行动数据，研究了企业间的多市场接触对其所采取的竞争策略组合的影响。实证结果发现：多市场接触与竞争策略组合复杂性呈显著的“倒U形”关系，即在低多市场接触环境中，基于相互威慑效应，企业竞争策略组合的复杂性会随着多市场接触水平的增加而增加；而当企业所处的多市场接触水平超过某个临界值时，基于相互熟悉效应，其竞争组合的复杂性会随着多市场接触水平的增加而下降。同时，组织协调性对多市场接触与竞争策略组合的关系具有显著的负向调节作用；而企业可见性对二者间关系则具有显著的正向调节效应。本研究丰富了动态竞争领域中多市场竞争理论分支的研究，并为中国企业在现实的多市场接触竞争环境中有效构建竞争优势提供了重要指导与启示。

Abstract: In real competitive context, are simplicity of firm's competitive repertories or complexity better? This article has collected 5301 company's competitive actions, and studied the affecting mechanism of competitive repertories implemented by firms. The empirical analysis of Chinese household appliance industry shows that the relationship between multi-market cortact and the complexity of competition is“inverted U”. This shows that when the enterprise under the environment of low multi-market contact, complexity of enterprise's competition will increase with the increase of the multi-market contact based on the mutual deterrence hypothesis. And when the level of the multi-market contacts more than a certain critical value, the enterprise is in much higher levels of multi-market contact, complexity of enterprise's competition will drop with the increase of the multi-market contact based on the hypothesis that familiar with each other. At the same time, this paper also explores the moderating effects of organizational coordination and enterprise visibility from the perspective of realizing the premise of "mutual restraint". The results show that organizational coordination has a significant negative regulating effect on the relationship between multi-market contact and competition complexity,while enterprise visibility has a significant positive regulating effect on the relationship between multi-market contact and competition repertoires. In summary, this paper enriches the theoretical research on multi-point competition and  orovides implications for Chinese enterprises to effectively obtain competitive advantages in the realistic multi-market contact environment.