市场导向、营销创新对企业绩效的影响研究

发布时间：2018-10-16 13:26

【摘要】：我国正处于信息化时代，信息技术改变了企业的竞争方式，电子商务的发展加速了网络营销平台的构建，顾客需求更加个性化，竞争者行为愈加多样化，企业面对的是复杂、动态的外部环境，如何更好的应对环境变化，建立企业竞争优势是管理者和学者的共同关注的问题。其中，市场导向会对绩效产生什么样的作用已成为营销领域的热点问题。随着研究的深入，有学者提出应当重新划分市场导向的类型来对这两者之间的关系进行研究；此外，，也有学者提出应该审视市场导向与企业绩效之间是否存在着中介变量。基于此，本研究在动态环境下进一步探讨双维度市场导向与企业绩效之间的关系，并引入营销创新作为这两者的中介变量研究双维度市场导向与企业绩效在作用机制。国际的经济发展经验表明，越是发达的国家，服务业发展的越快，服务业的发展程度可以衡量一个国家的发展水平。一些发达国家的服务业产值已占到了70%，而我国2013年服务业产值只有46.1%。所以，选择服务业进行研究具有现实意义。本研究在已有文献的基础上，以服务型企业为研究对象，探讨以营销创新为中介变量，环境不确定性为调节变量，双维度市场导向对企业绩效的关系。基于资源优势理论，市场营销理论，提出了本研究的理论模型，运用SPSS19.0软件对预调研问卷进行信度分析和探索性因子分析，运用AMOS17.0软件对正式问卷进行信效度分析，运用逐步回归分析和层次回归分析法进行中介效应和调节效应的检验，对本研究提出的假设进行检验。研究结果表明：（1）双维度市场导向量表适用于我国服务业，并且对企业绩效都有积极的影响，而且先动型市场导向比反应型市场导向对企业绩效的影响更大；（2）营销创新的两个维度对企业绩效都有直接显著的正影响，说明要维持企业的竞争优势，如果仅仅靠产品（服务）创新是远远不够的；（3）营销创新在双维度市场导向与企业绩效之间有部分中介作用，并对这两者之间存在不同的中介作用；（4）环境不确定性对双维度市场导向与营销创新之间具有调节作用，环境动态性和环境竞争性都具有正向调节作用。
[Abstract]:Our country is in the information age, the information technology has changed the competition way of the enterprise, the development of the electronic commerce has accelerated the construction of the network marketing platform, the customer demand is more individualized, the competitor behavior is more diversified, the enterprise faces is complex. Dynamic external environment, how to better deal with environmental changes and establish the competitive advantage of enterprises is the common concern of managers and scholars. Among them, what kind of effect market orientation will have on performance has become a hot issue in the field of marketing. With the deepening of the research, some scholars suggest that the types of market orientation should be reclassified to study the relationship between the two. In addition, some scholars suggest that there are intermediary variables in the relationship between market orientation and firm performance. Based on this, this study further discusses the relationship between two-dimension market orientation and enterprise performance in the dynamic environment, and introduces marketing innovation as an intermediary variable to study the mechanism of two-dimension market orientation and enterprise performance. International economic development experience shows that the more developed countries, the faster the development of the service industry, the development of the service industry can measure the level of development of a country. Some developed countries have accounted for 70% of the service industry output, while China's service industry output in 2013 was only 46. 1%. Therefore, it is of practical significance to choose the service industry to study. On the basis of the existing literature, this study discusses the relationship between marketing innovation as intermediary variable, environmental uncertainty as adjustment variable and market orientation in two dimensions on enterprise performance, taking service-oriented enterprises as the research object. Based on the theory of resource advantage and marketing, this paper puts forward the theoretical model of this study. The reliability analysis and exploratory factor analysis of pre-investigation questionnaire are carried out by using SPSS19.0 software, and the reliability and validity of formal questionnaire are analyzed by AMOS17.0 software. Stepwise regression analysis and hierarchical regression analysis are used to test the mediating and regulating effects, and the hypotheses proposed in this study are tested. The results are as follows: (1) Two-dimensional market-oriented scale is suitable for Chinese service industry and has a positive impact on enterprise performance, and the pre-market orientation has a greater impact on enterprise performance than reactive market orientation; (2) the two dimensions of marketing innovation have a direct and significant positive impact on enterprise performance, indicating that to maintain the competitive advantage of enterprises, it is far from enough to rely solely on product (service) innovation; (3) Marketing innovation has a part of intermediary role between two dimensions of market orientation and enterprise performance, and there are different intermediary roles between them; (4) Environmental uncertainty has a moderating effect between two dimensional market orientation and marketing innovation. Both environmental dynamics and environmental competitiveness play a positive role.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F719

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