双元营销能力平衡、战略地位优势与新创高技术服务企业绩效

发布时间：2018-12-15 22:55

【摘要】：鉴于人们对双元营销能力的平衡及其影响企业绩效的路径机制、边界条件以及服务企业如何平衡双元营销能力等知之甚少,着眼于中国经济转型背景下的新创高技术服务企业,遵循能力-地位-绩效经典理论逻辑,构建基于能力视角的创始团队双元营销能力对战略地位优势和绩效动态交互影响的概念模型。采用SPSS 19.0、AMOS 17.0和多元层次回归分析方法,对来自长三角、珠三角和海西地区225家企业的调研数据进行统计分析。研究结果表明,创始团队的营销探索能力和营销利用能力均显著提升企业绩效,但路径机制不同,营销探索能力主要通过服务差异化优势的部分中介作用直接和间接影响绩效,营销利用能力则通过服务扩展优势的部分中介作用直接和间接影响绩效;市场竞争强度正向调节营销探索能力与绩效的关系,负向调节营销利用能力与绩效的关系;营销探索能力和营销利用能力具有二元平衡关系,两者交互正向影响绩效。
[Abstract]:In view of the fact that little is known about the balance of dual marketing ability and the path mechanism that affects the performance of enterprises, the boundary conditions and how service enterprises balance dual marketing capabilities, people focus on the new high-tech service enterprises in the context of economic transformation in China. Following the classical theory logic of competency-status-performance, this paper constructs a conceptual model of the dynamic interaction between strategic position advantage and performance based on the dual marketing capability of the founding team based on competency perspective. By using SPSS 19.0 Amos 17.0 and multivariate hierarchical regression analysis, the survey data of 225 enterprises from Yangtze River Delta, Pearl River Delta and Hercynian region were analyzed statistically. The results show that the founding team's marketing exploration ability and marketing utilization ability significantly improve enterprise performance, but the path mechanism is different, the marketing exploration ability mainly affects performance directly and indirectly through some intermediary functions of service differentiation advantage. Marketing utilization ability affects performance directly and indirectly through some intermediary functions of service expansion advantage; Market competition intensity positively regulates the relationship between marketing exploration ability and performance, negatively adjusts the relationship between marketing utilization ability and performance, and the relationship between marketing exploration ability and marketing utilization ability has a dual balance, and the interaction between them positively affects 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(20133108120031)~~
【分类号】：F274;F273.1

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