商贸流通企业联盟能力对联盟绩效的影响机理研究

发布时间：2018-03-03 10:01

本文选题：商贸流通企业　切入点：联盟能力　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络经济背景下,体验营销、微营销、电子商务等各种新兴营销和交易方式迅猛崛起,市场竞争不断加剧。商贸流通企业通过参与联盟来提升自己竞争优势,有效应对市场竞争的现象已经屡见不鲜,联盟成为一种流行的管理战略。现有研究对商贸流通企业间的联盟还不够充分,存在理论远远落后于实践的状况。现有理论对商贸流通企业参与联盟的指导作用有限,因而大多数企业参与联盟后,往往无法达到预期的战略目标,最终导致联盟的失败。基于此,本文以商贸流通企业作为研究对象,探究商贸流通企业联盟能力对联盟绩效的影响机理,对于丰富商贸联盟企业联盟研究,有效预防和规避联盟失败有重要意义。本文结合资源基础理论和组织学习理论,通过文献梳理和案例研究确定本文研究的变量设计和相互间的关系,并对各个变量进行量化和问卷设计,然后利用AMOS17.0和SPSS19.0软件对研究数据进行分析,以检验研究假设。研究结果表明:(1)联盟能力,包括伙伴选择能力、沟通交流能力和协调管理能力均对联盟绩效有显著正向影响,联盟能力越高,企业联盟绩效就越高;(2)在联盟能力的三个维度中,协调管理能力对企业联盟绩效的正向影响作用最大;(3)关系资本对组织学习有显著的正向影响,且关系资本和组织学习对联盟能力与联盟绩效间作用关系起中介作用,即联盟能力通过关系资本和组织学习对联盟绩效产生影响。
[Abstract]:Under the background of network economy, experiential marketing, micro marketing, e-commerce and other emerging marketing and trading rapid rise, increasing competition in the market. Trade circulation enterprises to enhance their competitive advantage by participating in the league, to effectively deal with the market competition phenomenon is not uncommon, the alliance has become a popular research on existing management strategy. The flow of Commerce Alliance among enterprises is still insufficient, existence theory lags far behind the practice. The existing theoretical guidance for commercial enterprises in the union Co., so the majority of enterprises to participate in the league, are often unable to achieve strategic objectives expected, resulting in the failure of the alliance. Based on this, the commercial circulation enterprises as the research object inquiry, trade union circulation enterprises mechanism impact on alliance performance, to enrich the research of trade union alliance, effective prevention and compliance To avoid the failure of the alliance has important significance. Based on the resource based theory and organizational learning theory, this paper studies the design variables determine the relationship between each other and through the literature review and case study, and quantitative and questionnaire design for each variable, then the data were analysed using AMOS17.0 and SPSS19.0 software to test the research hypothesis. The results of the study show that: (1) the alliance capability, including partner selection ability, have communication skills and the ability of management and coordination have a significant positive effect on the performance of strategic alliance, alliance capability is high, enterprise alliance performance is higher; (2) in the three dimensions of alliance capability, positive effect coordination and management ability of the enterprise alliance performance the maximum; (3) the relationship between capital has significant positive impact on organizational learning, and the relationship between capital and organizational learning plays a mediating role of alliance capability and alliance performance relationship, namely the Alliance Ability through relational capital and organizational learning has an impact on alliance performance.

【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724

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