渠道整合驱动因素与创新模式关系实证研究

发布时间：2018-04-18 13:51

本文选题：营销渠道 + 渠道整合　；参考：《河南农业大学》2015年硕士论文

【摘要】：随着世界经济的高速发展,国际和国内的竞争局势都发生了重大的变化。科技创新对一个国家和民族的进步、发展的影响也更大。同样,一个企业要想自如的应对激烈的竞争和复杂的环境,创新则成为其必要的手段。企业也必须正确地认识分析自身渠道的优劣势,对渠道进行结构优化和整合。在这样一个创新型时代,渠道整合势必要和创新碰撞、结合。因此,探讨渠道整合驱动因素和创新模式的选择存在着什么样的关系,对于企业更好的发展将会具有重大的意义。本文基于营销渠道理论和技术创新理论,首先对研究对象营销渠道、渠道整合及创新模式进行了概念界定。其次对渠道整合驱动因素和创新模式进行分析,将本文研究的驱动因素归纳为可操作性资源、价值共创、资源整合、价值星系四个共同因素,创新模式归纳为突变式创新和渐变式创新,并据此构建了本文的实证概念模型,提出了本文的研究假设。最后,运用SPSS17.0对问卷调查获得的实证数据进行描述性统计分析、共线性分析、相关分析、回归分析,验证了本文的假设并对研究结果进行了分析。结果表明,渠道整合的四个驱动因素都有利于企业选择渐变式创新。价值星系可以促使企业进行突变式创新。然而,可操作性资源和价值共创不利于企业选择突变式创新,资源整合对于突变式创新的作用不明显。
[Abstract]:With the rapid development of the world economy, the international and domestic competition situation has undergone significant changes.Scientific and technological innovation has a greater impact on the progress and development of a country and a nation.Similarly, innovation becomes a necessary means for an enterprise to cope freely with fierce competition and complex environment.Enterprises must also correctly understand and analyze their own channel strengths and weaknesses, and optimize and integrate the channel structure.In such an innovative era, channel integration is bound to collide with innovation.Therefore, it will be of great significance to explore the relationship between the driving factors of channel integration and the choice of innovation mode for the better development of enterprises.Based on marketing channel theory and technology innovation theory, this paper defines the concept of marketing channel, channel integration and innovation mode.Secondly, the driving factors of channel integration and innovation model are analyzed, and the driving factors of this paper are summarized as four common factors: operational resources, value creation, resource integration and value system.The innovation model is classified into catastrophe innovation and gradual innovation, and the empirical conceptual model of this paper is constructed, and the research hypotheses of this paper are put forward.Finally, SPSS17.0 is used to analyze the empirical data obtained from the questionnaire survey by descriptive statistical analysis, co-linear analysis, correlation analysis and regression analysis, which verifies the hypothesis of this paper and analyzes the results of the study.The results show that the four driving factors of channel integration are favorable for enterprises to choose gradual innovation.The value system can encourage firms to innovate with sudden changes.However, the creation of operational resources and value is not conducive to the selection of catastrophe innovation, and the role of resource integration in catastrophe innovation is not obvious.
【学位授予单位】：河南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F273.1

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