效率型商业模式、双元营销能力与价值创造的关系——基于关系嵌入的调节作用

发布时间：2018-05-19 18:25

本文选题：效率型商业模式 + 价值创造　；参考：《现代财经(天津财经大学学报)》2017年06期

【摘要】：分享经济时代,根植于关系网络的中国企业需要借助高效率的商业模式创新来从事营销活动,进而实现价值创造。基于交易成本理论,引入双元营销能力来考察在关系嵌入情境下效率型商业模式与价值创造的间接作用机理。实证研究发现,效率型商业模式不仅对价值创造有直接促进作用,还分别通过营销开发和营销探索能力的中介作用间接影响价值创造,且两者的交互效应负向影响价值创造,匹配效应正向影响价值创造。此外,关系嵌入在效率型商业模式与营销开发能力、营销探索能力之间分别起着正向和负向调节作用。研究结论为企业建立效率型商业模式创新机制,在关系网络中有效运用不同的营销能力以促进价值创造提供理论依据。
[Abstract]:In the era of sharing economy, Chinese enterprises rooted in the relationship network need to use highly efficient business model innovation to engage in marketing activities and realize value creation. Based on the transaction cost theory, this paper introduces the dual marketing ability to investigate the indirect mechanism of efficiency business model and value creation in the context of relational embedding. The empirical study shows that the efficiency business model not only directly promotes the value creation, but also indirectly influences the value creation through the intermediary function of marketing development and marketing exploration ability, and their interactive effects negatively affect the value creation. Matching effect positively affects value creation. In addition, the relationship is embedded in the efficient business model and marketing development ability, marketing exploration ability plays a positive and negative role respectively. The conclusion provides the theoretical basis for the establishment of an efficient business model innovation mechanism and the effective use of different marketing capabilities in the relational network to promote the creation of value.
【作者单位】：兰州财经大学工商管理学院;
【基金】：国家自然科学基金项目(71503227) 甘肃省软科学计划研究项目(1604ZCRA027)
【分类号】：F274

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