企业社会网络对营销绩效的影响研究

发布时间：2018-01-17 13:18

本文关键词：企业社会网络对营销绩效的影响研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：在竞争激烈的网络化经济时代,由于经济的深度调整、发展方式的转变、顾客需求的个性化等外部环境的不确定性因素增加,企业面临着前所未有的挑战,尤其是在规模、资金等方面处于劣势的中小企业,其面临的形势更为严峻。作为国内最多最具创新活力的企业群体,中小企业在促进经济增长、增加税收、吸纳就业和改善民生等方面发挥着重要作用。但如何在动荡的环境中维持企业的竞争优势,实现企业营销绩效的提升,赢得持续发展,是广大中小企业普遍关注和思考的问题,值得探究。在对国内外学者有关企业社会网络和动态营销能力的文献研究归纳分析的基础上,本研究依据社会网络理论和动态营销能力理论,分析了企业社会网络、动态营销能力与营销绩效之间的理论关系。结合研究对象及相关研究,对变量内涵及维度进行界定,并就变量间的关系提出假设,构建出本研究的假设模型。在此基础上,借鉴已有研究的成熟量表,结合所研究问题修正问项,并参考多方意见和预调研的结果,设计出本研究的正式量表。针对河南省中小企业的中高层管理者进行问卷调研,运用统计软件对所调研的大样本数据进行分析,检验了本研究有关社会网络、动态营销能力和营销绩效的关系假设。依据实证分析结果,本研究的结论主要有(1)企业社会网络及其维度均显著影响企业的营销绩效,来自网络的资源有助于企业营销工作的开展和创新,进而实现绩效的提升;(2)作为企业社会网络特征维度的网络规模和关系强度在一定程度上影响着动态营销能力的构建,但网络关系的异质性对动态营销能力却没有显著影响;(3)动态营销能力及其维度均对企业的营销绩效产生显著的正向影响,动态营销能力越强,越有利于营销绩效的提升;(4)动态营销能力在企业社会网络对营销绩效的影响关系之间起到部分中介作用,表明来自网络的资源通过企业自身能力的转化,能更好地发挥价值并提升绩效,获取竞争优势。结合研究的主要结论,本研究建议中小企业应重视构建自身有效的企业社会网络,并培育企业的动态营销能力,以增强企业的实力和竞争优势,提升营销绩效,实现长久发展。
[Abstract]:In the era of highly competitive networked economy, enterprises are facing unprecedented challenges because of the deep adjustment of economy, the change of development mode, the increase of uncertain factors of external environment such as the individuation of customer demand and so on. Especially in the scale, capital and other aspects of the disadvantage of small and medium-sized enterprises, its situation is more severe. As the most innovative enterprise group, SMEs are promoting economic growth and increasing tax. Absorbing employment and improving people's livelihood play an important role, but how to maintain the competitive advantage of enterprises in the turbulent environment, achieve the promotion of enterprise marketing performance, and win sustainable development. Is the general concern and thinking of small and medium-sized enterprises, it is worth exploring. On the basis of the domestic and foreign scholars on the corporate social network and dynamic marketing capabilities of literature research and analysis of the basis. Based on the theory of social network and the theory of dynamic marketing ability, this study analyzes the theoretical relationship between enterprise social network, dynamic marketing ability and marketing performance. On the basis of defining the connotation and dimension of variables and putting forward the hypothesis on the relationship between variables, this paper constructs the hypothetical model of this study. On this basis, we can use the mature scale of existing research for reference and revise the questions combined with the questions studied. The formal scale of this study is designed by referring to the opinions of various parties and the results of pre-survey. The questionnaire survey is carried out for the middle and senior managers of small and medium-sized enterprises in Henan Province. The statistical software is used to analyze the large sample data, and the hypothesis of the relationship among social network, dynamic marketing ability and marketing performance is tested. The main conclusions of this study are as follows: (1) the enterprise social network and its dimensions significantly affect the marketing performance of the enterprise, and the resources from the network are helpful to the development and innovation of the enterprise marketing work, and then to achieve the improvement of the performance; (2) as the characteristic dimension of enterprise social network, network scale and relationship intensity influence the construction of dynamic marketing ability to a certain extent, but the heterogeneity of network relationship has no significant influence on dynamic marketing ability; 3) dynamic marketing ability and its dimensions have a significant positive impact on the marketing performance of enterprises, the stronger the dynamic marketing ability, the more conducive to the promotion of marketing performance; 4) dynamic marketing capability plays a part of intermediary role between the influence of enterprise social network on marketing performance, indicating that the resources from the network are transformed through the enterprise's own ability. Combined with the main conclusions of the study, this study suggests that small and medium-sized enterprises should pay attention to the construction of their own effective corporate social network, and cultivate the dynamic marketing ability of enterprises. In order to enhance the strength and competitive advantage of enterprises, improve marketing performance, achieve long-term development.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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