面向创新绩效的高技术企业营销资源与技术资源整合模式研究

发布时间：2018-03-12 07:51

本文选题：营销资源　切入点：技术资源　出处：《北方工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化飞速发展,我国高技术企业将面临更加复杂的环境和更剧烈的竞争。我国高技术企业大多表现出技术更新快、失败率高、抗风险能力差、寿命短等弱点,资源的有效利用成为高技术企业存活的关键。在这样的现实背景下,营销资源和技术资源作为企业核心资源的重要组成部分,二者的整合与利用以及对企业持续成长和竞争力的影响日渐受到关注。因此研究营销资源与技术资源的整合模式及不同整合模式通过怎样的路径对企业绩效产生影响将具有重要意义。本文在总结前人相关研究成果的基础上,结合资源基础理论、资源整合理论和创新理论,从深度和宽度两个维度理解营销资源和技术资源,构建了四种营销资源与技术资源整合模式,建立了四种营销资源与技术资源整合模式对创新绩效影响的关系模型,通过进行理论推衍,提出了相应的研究假设。选取高技术企业作为本文调研对象,利用因子分析、结构方程模型等统计分析方法对回收的262份有效问卷进行了实证检验,最终得出结论如下：第一,从深度和宽度理解营销资源和技术资源,可以形成“深度营销资源——宽度技术资源”整合模式(简称为营销导向型整合模式)、“深度营销资源——深度技术资源”整合模式(简称为集中化整合模式)、“宽度营销资源——宽度技术资源”整合模式(简称为多样化整合模式)、“宽度营销资源——深度技术资源”整合模式(简称为技术导向型整合模式)四种不同的营销资源与技术资源整合模式。第二,由于资源的特性及其竞争优势的差异性,不同资源整合模式适合不同的创新战略。采用集中化整合模式的企业适合选择探索式创新战略。采用营销导向型整合模式的企业适合选择利用式创新战略。技术导向型整合模式对两种创新战略均能产生正向的促进作用,采用技术导向型整合模式的企业,可以根据企业的发展目标和实际需求选择适合的创新战略。第三,不同资源整合模式对企业创新绩效的影响路径是不同的。通过实证研究发现四种资源整合模式对创新绩效共有7种影响路径。营销导向型整合模式通过利用式创新战略对创新绩效产生间接的促进作用,但是采用这种整合模式的企业如果选用探索式创新战略,会阻碍企业创新绩效的产生。集中化整合模式对创新绩效能够产生直接的促进作用,并且能够通过探索式创新战略对创新绩效产生间接的促进作用。多样化整合模式对创新绩效能够产生直接的促进作用。技术导向型整合模式通过探索式创新战略和利用式创新战略对创新绩效产生间接的促进作用。基于以上结论,企业需要明确不同资源整合模式对企业绩效的影响路径,清晰地了解企业资源情况,合理整合企业资源,选择有效的创新战略,进而提升企业创新绩效。
[Abstract]:With the rapid development of economic globalization, high-tech enterprises in our country will face more complex environment and more fierce competition. Most high-tech enterprises in China have the weakness of quick technological renewal, high failure rate, poor ability to resist risks, short life span, etc. The effective utilization of resources has become the key to the survival of high-tech enterprises. In such a realistic background, marketing resources and technical resources as an important part of the core resources of enterprises, The integration and utilization of the two and the impact on the sustainable growth and competitiveness of the enterprise have been paid more and more attention. Therefore, the research on the integration mode of marketing resources and technical resources and the different integration modes has brought about the enterprise performance through what path. Influence will be of great significance. On the basis of summarizing the previous research achievements, combining the resource-based theory, the resource integration theory and the innovation theory, this paper understands marketing resources and technical resources from the depth and width of the two dimensions. Four modes of integration of marketing resources and technical resources are constructed, and the relationship models of the four modes of integration of marketing resources and technical resources on innovation performance are established. Selected high-tech enterprises as the research object, using factor analysis, structural equation model and other statistical analysis methods to carry out empirical tests of 262 valid questionnaires. The conclusions are as follows: first, Understand marketing resources and technical resources in depth and width, We can form the integration mode of "deep marketing resources-width technology resources" (abbreviated as marketing oriented integration mode), "deep marketing resources-depth technology resources" integration mode (abbreviated as centralized integration mode, "wide camp"). Four different marketing resources and techniques are integrated mode of "marketing resources-width technology resources" (referred to as diversification integration mode) and "width marketing resources-depth technology resources" integration mode (referred to as technology-oriented integration mode for short). The mode of integration of technical resources. Second, Because of the nature of resources and the differences in their competitive advantages, Different resource integration models are suitable for different innovation strategies. Enterprises adopting centralized integration mode are suitable for selecting exploratory innovation strategies. Enterprises adopting market-oriented integration mode are suitable for selecting utility-oriented innovation strategies. Both innovative strategies can be positively promoted by the oriented integration model. Enterprises adopting a technology-oriented integration model can choose suitable innovation strategies according to their development objectives and actual needs. Third, The influence of different resource integration modes on enterprise innovation performance is different. Through empirical research, it is found that there are seven ways to affect innovation performance in four resource integration modes. The new strategy indirectly promotes innovation performance, However, if the enterprises adopting this integration mode choose the exploratory innovation strategy, it will hinder the production of the enterprise innovation performance. The centralized integration model can directly promote the innovation performance. And it can promote innovation performance indirectly through exploring innovation strategy. Diversification integration mode can directly promote innovation performance. Technology oriented integration model can promote innovation performance through exploring innovation strategy. And using innovation strategies to indirectly promote innovation performance. Enterprises need to clarify the impact of different resource integration models on enterprise performance, clearly understand the situation of enterprise resources, reasonable integration of enterprise resources, choose effective innovation strategy, and then improve enterprise innovation performance.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F276.44;F274

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