摘要：数字经济时代，企业的竞争互动也在向数字化方向延伸，而在多市场接触的竞争常态下，企业是否会在数字化转型战略上形成相互克制，这一问题尚未得到回答。本文以中国家电行业为研究对象，选择2014—2021年中国家电行业上市公司为研究样本，使用固定效应模型，考察了动态竞争下多市场接触对企业数字化转型的影响机制，并进一步考察了未吸收冗余与组织协调性的调节作用，旨在回答动态竞争理论中多市场接触的“相互克制效应”是否同样适用于企业的数字化转型战略这一核心问题。研究结果表明：(1)多市场接触与企业数字化转型呈现U形关系，企业实施数字化转型的程度受到多市场接触下“相互克制效应”的负向抑制以及企业在多市场竞争中进行数字化转型的现实需要的正向驱动影响，说明多市场接触的“相互克制效应”同样适用于企业数字化转型战略。(2)未吸收冗余对主效应具有显著的调节作用，表现为使U形曲线的拐点向左偏移，多市场接触与企业数字化转型的正向关系会更早出现。(3)组织协调性对主效应具有显著的调节作用，表现为使U形曲线的拐点向右偏移，多市场接触与企业数字化转型的正向关系会更晚出现。本文拓展了多市场接触的“相互克制效应”在企业数字化战略的应用，为企业数字化转型战略实施提供了重要启示，一方面，企业要认识到多市场接触的“相互克制效应”对数字化转型战略的负向影响，正确评估竞争态势，不断提升应用数字技术管理多市场竞争的能力；另一方面，企业还要注重盘活企业内部未被充分利用的冗余资源，注重提升自身的组织协调能力。

Abstract: This paper takes China's domestic appliance industry as the research object and the listed companies in China's domestic appliance industry from 2014 to 2021 as the research sample to investigate the influence mechanism of multi-market contact on enterprises' digital transformation under dynamic competition, and further investigate the regulatory role of unabsorbed redundancy and organizational coordination. The results show that:(1) there is a U-shaped relationship between multi-market contact and enterprise digital transformation, and the mutual restraint effect of multi-market contact is also applicable to enterprise digital transformation strategy.(2) Unabsorbed redundancy has a significant moderating effect on the main effect, showing that the inflection point of the U-shaped curve shifts to the left, and the positive relationship between multi-market contact and enterprise digital transformation will appear earlier.(3) Organizational coordination has a significant moderating effect on the main effect, showing that the inflection point of the U-shaped curve shifts to the right, and the positive relationship between multi-market contact and enterprise digital transformation will appear later. This paper expands the application of the mutual restraint effect of multi-market contact in enterprise digital strategy, and provides enlightenment for the implementation of enterprise digital transformation strategy.