战略导向、双元营销活动与服务企业绩效:市场竞争强度的调节作用

发布时间：2018-05-11 08:26

本文选题：战略导向 + 营销探索　；参考：《经济管理》2015年06期

【摘要】：战略和营销学者研究表明,营销在战略导向转化为绩效过程中发挥着重要作用。然而,战略导向与营销活动的融合研究比较匮乏,并且人们对不同战略导向影响绩效的路径机制和边界条件差异以及企业如何平衡不同营销活动等还知之甚少。本文按照"组织文化/价值观—组织行为—组织绩效"理论范式,探索性地构建了以双元营销活动为中介变量和市场竞争强度为调节变量的战略导向对服务企业绩效影响的概念模型。以转型经济背景下的我国服务企业为研究对象,对来自沿海服务业发达地区的261份企业样本进行实证检验,结果显示:(1)两种战略导向影响绩效的逻辑路径存在显著差异,创新导向通过营销探索的完全中介作用影响绩效,市场导向通过营销利用的完全中介作用影响绩效;(2)市场竞争强度对战略导向、双元营销活动与绩效间关系起到调节作用,具体表现为,市场竞争强度正向调节创新导向与营销探索间关系,负向调节市场导向与营销利用间关系,正向调节营销探索与绩效间关系,负向调节营销利用与绩效间关系;(3)营销探索和营销利用具有二元平衡关系,两者正向交互影响绩效。
[Abstract]:The research of strategy and marketing scholars shows that marketing plays an important role in the process of transforming strategic direction into performance. However, there is a lack of research on the integration of strategic orientation and marketing activities, and people know little about the path mechanism and boundary conditions of different strategic direction influencing performance, and how enterprises balance different marketing activities. According to the paradigm of "organizational culture / values-organizational behavior-organizational performance", A conceptual model of the influence of strategic orientation on the performance of service enterprises with dual marketing activities as intermediary variables and market competition intensity as adjusting variables is constructed. Taking Chinese service enterprises in the context of transition economy as the research object, 261 samples of enterprises from developed coastal service areas are tested. The results show that there are significant differences between the two logical paths of strategic direction influencing performance. Innovation orientation influences performance through the complete intermediary function of marketing exploration, and market orientation influences performance through the complete intermediary function of marketing utilization.) the market competition intensity plays a regulating role in the relationship between strategy orientation, dual marketing activities and performance. Specifically, the market competition intensity positively regulates the relationship between innovation orientation and marketing exploration, the negative regulation between market orientation and marketing utilization, and the positive regulation between marketing exploration and performance. The relationship between negative regulation marketing utilization and performance. (3) the relationship between marketing exploration and marketing utilization has a dual balance relationship, and the two positively affect the performance.
【作者单位】：同济大学经济与管理学院;
【基金】：教育部博士点专项科研基金项目“临时团队中的粘滞知识转移机理与创新绩效提升研究(20133108120031)
【分类号】：F272;F274;F275

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