证券公司营销能力对企业绩效影响的实证研究

发布时间：2019-02-13 10:24

【摘要】：近年,随着我国证券市场的逐步完善和快速发展,市场竞争日趋激烈,理财产品同质化严重,证券公司为了抢占市场,大多采取开展佣金战,忽视了营销能力的培养,导致证券公司收入持续下降。现代企业经营过程中,营销能力在市场竞争中作用日益凸显,结合我国证券市场处于震荡调整的阶段,以及国内外关于营销能力、企业竞争优势和企业绩效研究的理论背景,通过问卷调查方法和实证研究方法探讨营销能力、企业竞争优势和企业绩效三者之间的关系,并验证企业竞争优势的中介作用。最终,结合数据分析得到结论,并提出提升证券公司营销能力的策略,为证券公司提升营销能力提供理论支撑。本文结合国内外研究现状和证券公司的实际情况提出营销能力、企业竞争优势和企业绩效三个变量的研究假设并构建概念模型,通过实证研究方法验证研究假设,主要步骤如下:(1)预调研阶段。设计初始问卷,在武汉一家证券公司发放60份调查问卷,并最终回收55份有效问卷,对三个变量企业营销能力、企业竞争优势和企业绩效进行信度和效度测试,删除不合要求问项,最后形成正式问卷。(2)实证研究阶段。将300份正式问卷发放给十几家证券公司的员工,包括证券公司的各个岗位,最终回收265份有效问卷。首先,对三个变量进行数据描述,了解证券公司的基本情况;然后,对数据进行信度和效度检验;最后,运用AMOS18.0软件对三个变量之间的关系进行假设检验,并验证企业竞争优势的中介效应。结合理论和数据分析,最终得到结论如下:(1)营销战略能力、营销创新能力、营销沟通能力、营销策略能力均对企业竞争优势有显著的正向影响,但是营销文化能力对企业竞争优势不具有显著的正向影响。(2)营销文化能力、营销战略能力、营销创新能力、营销策略能力对企业绩效有显著的正向影响,但是营销沟通能力对企业绩效的提升不具有显著的正向影响。(3)企业竞争优势对企业绩效有显著的正向影响。(4)营销能力不仅对企业绩效产生直接影响,而且通过中介变量企业竞争优势对企业绩效产生间接影响。
[Abstract]:In recent years, with the gradual improvement and rapid development of the securities market in our country, the market competition is becoming more and more intense, and the homogeneity of financial products is serious. In order to seize the market, the securities companies mostly take the commission war and neglect the cultivation of marketing ability. As a result of the continued decline in income securities companies. In the process of modern enterprise management, marketing ability plays a more and more important role in the market competition. Combined with our country's securities market is in the stage of shock adjustment, as well as the theoretical background of domestic and foreign research on marketing ability, enterprise competitive advantage and enterprise performance. This paper discusses the relationship among marketing ability, competitive advantage and enterprise performance by means of questionnaire and empirical research, and verifies the intermediary function of enterprise competitive advantage. Finally, the conclusion is obtained by combining the data analysis, and the strategy of improving the marketing ability of the securities companies is put forward, which provides theoretical support for the securities companies to enhance the marketing ability. According to the current situation of domestic and foreign research and the actual situation of securities companies, this paper puts forward the research hypotheses of marketing capability, enterprise competitive advantage and enterprise performance, and constructs a conceptual model, and verifies the research hypothesis through empirical research methods. The main steps are as follows: (1) Pre-investigation stage. Design the initial questionnaire, distribute 60 questionnaires in a securities company in Wuhan, and finally recover 55 valid questionnaires, and test the reliability and validity of the three variables enterprise marketing ability, competitive advantage and enterprise performance. The formal questionnaire is formed. (2) empirical research stage. 300 formal questionnaires were distributed to employees of a dozen securities companies, including positions in securities firms, and 265 valid questionnaires were collected. Firstly, the data description of three variables is carried out to understand the basic situation of the securities company, and then the reliability and validity of the data are tested. Finally, we use AMOS18.0 software to test the relationship between the three variables, and verify the intermediary effect of enterprise competitive advantage. Combined with theory and data analysis, the conclusions are as follows: (1) the ability of marketing strategy, marketing innovation, marketing communication and marketing strategy have significant positive effects on the competitive advantage of enterprises. But the marketing culture ability has no significant positive influence on the enterprise competitive advantage. (2) the marketing culture ability, the marketing strategy ability, the marketing innovation ability, the marketing strategy ability have the remarkable positive influence to the enterprise performance. However, the ability of marketing communication has no significant positive impact on corporate performance. (3) competitive advantage has a significant positive impact on corporate performance. (4) Marketing ability not only has a direct impact on corporate performance. And through the intermediary variable enterprise competitive advantage produces the indirect influence to the enterprise performance.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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