市场力量对战略导向与企业绩效的影响研究——旅行社营销能力的调节作用

发布时间：2018-04-17 21:22

本文选题：营销能力 + 市场导向　；参考：《旅游学刊》2017年12期

【摘要】：长期以来企业战略导向的研究未受到应有的重视,市场导向和服务导向有各自发展的倾向。基于环境-战略-绩效分析框架,文章通过127家旅行社的问卷调查,探讨了市场力量、战略导向、营销能力和企业绩效的结构性关系。研究结果表明,需求不确定性对市场导向、服务导向和营销能力,竞争强度对市场导向和营销能力有显著的正向影响。同时,市场导向、服务导向和营销能力对企业绩效有显著的正向影响。营销能力在服务导向和企业绩效的关系中起正向调节作用,表明旅行社营销能力的提升越大,服务导向对企业绩效的影响越强。文末对研究结果进行了讨论并提出了相应的管理建议。
[Abstract]:For a long time, the enterprise strategy-oriented research has not received the due attention, the market-oriented and the service-oriented has their own development tendency.Based on the framework of environment-strategy-performance analysis, this paper discusses the structural relationship among market power, strategic orientation, marketing ability and enterprise performance through a questionnaire survey of 127 travel agencies.The results show that demand uncertainty has a significant positive impact on market orientation, service orientation and marketing ability, and competition intensity on market orientation and marketing ability.At the same time, market-oriented, service-oriented and marketing capabilities have a significant positive impact on corporate performance.Marketing ability plays a positive role in the relationship between service orientation and enterprise performance, which indicates that the greater the promotion of travel agency's marketing ability, the stronger the influence of service orientation on enterprise performance.At the end of the paper, the research results are discussed and the corresponding management suggestions are put forward.
【作者单位】：延边大学经济管理学院;
【基金】：国家自然科学基金项目“海外子公司知识开发战略和知识利用效果机制研究”(71462030) 教育部人文社会科学研究规划基金项目“跨国公司内部的知识转移对企业绩效影响机制研究:基于海外子公司视角”(14YJA630022)共同资助~~
【分类号】：F274;F592.6

【相似文献】