中国跨国企业的海外营销资产及其向绩效的转化

发布时间：2018-07-17 05:04

【摘要】：对中国跨国企业在发达国家市场的"关系型"和"知识型"两类营销资产进行了界定和理论抽象,分别研究了这两类营销资产的价值属性和在市场上发挥作用的规律;引入"营销动态能力"的中介变量,强调了从执行力的层面,如何实现和推动两类营销资产转化为绩效。通过154家中国跨国企业的实证检验,实证结果表明:关系型和知识型两类营销资产对跨国企业的绩效产生正向影响;二者交互发挥作用时对绩效具有整合的影响,超过任何单一营销资产对绩效的影响;营销动态能力对两种营销资产转化为绩效具有显著的中介效应。最后文章针对中国跨国企业海外资产的利用和转化过程中存在的问题,提出相关管理建议。
[Abstract]:This paper defines and abstracts the relationship type and knowledge type of marketing assets of Chinese multinational enterprises in the developed countries, and studies the value attributes of these two kinds of marketing assets and the rules of their functions in the market. Introducing the intermediary variable of "marketing dynamic ability", this paper emphasizes how to realize and promote the transformation of two kinds of marketing assets into performance from the level of executive power. Through the empirical test of 154 Chinese multinational enterprises, the empirical results show that the relationship type and knowledge type of marketing assets have a positive impact on the performance of multinational enterprises, and when the two kinds of assets play an interactive role, they have an integrated impact on the performance. More than any single marketing asset has an impact on performance, and marketing dynamic ability has a significant intermediary effect on the transformation of two marketing assets into performance. Finally, the paper puts forward some management suggestions for the problems existing in the process of utilizing and transforming the overseas assets of Chinese multinational enterprises.
【作者单位】：南开大学商学院;中国民航大学经济与管理学院;中国联通集团研究院;
【基金】：国家自然科学基金资助项目“以迁移性和交互性分离为特征的现代服务业全球营销战略研究——兼及在中国的管理实践”(71172069) 中央高校基本科研业务费专项资金项目(3122015D017)
【分类号】：F276.7;F274

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