网络个体创业者的战略导向与利润的关系——基于淘宝卖家的营销资源异质性分析

发布时间：2018-04-23 05:19

本文选题：网络个体创业者 + 战略导向　；参考：《经济管理》2017年02期

【摘要】：本文通过系统梳理国内外战略导向相关文献,探索性地提出网络个体创业者的市场导向、创业导向对利润影响的概念模型,收集1000个淘宝卖家样本对其进行实证检验。本文在解决创业导向和市场导向的内生性问题基础上,采用Latent class回归方法区分出具有营销资源异质性的两类淘宝卖家,研究两类淘宝卖家营销资源对战略导向与利润之间的路径影响。研究发现:(1)无论是营销资源丰富的淘宝卖家还是营销资源缺乏的淘宝卖家,市场导向对利润均是显著的正向影响;(2)相比低创业导向与高创业导向,营销资源丰富的淘宝卖家中等程度创业导向的利润水平最高,相反,营销资源缺乏的淘宝卖家中等程度创业导向的利润水平最低。因此,网络个体创业者的市场导向程度越高越好,创业导向则因网络个体创业者营销资源异质性应采取不同程度的创业导向。
[Abstract]:This paper systematically combs the domestic and foreign strategic guidance related literature, explores the network individual entrepreneur's market orientation, the entrepreneurial orientation to the profit influence conceptual model, collects 1000 Taobao seller sample to carry on the empirical test to it. On the basis of solving the endogenous problems of entrepreneurial orientation and market orientation, this paper uses Latent class regression method to distinguish two types of Taobao sellers with heterogeneity of marketing resources. This paper studies the influence of two types of Taobao sellers' marketing resources on the path between strategic orientation and profit. The study found that both Taobao sellers with rich marketing resources and Taobao sellers with scarce marketing resources have a significant positive impact on profits.) compared with low entrepreneurial orientation and high entrepreneurial orientation, the market orientation has a significant positive impact on profits. Taobao sellers with rich marketing resources have the highest profit level of medium level entrepreneurial orientation, on the contrary, Taobao sellers with lack of marketing resources have the lowest level of mid-level entrepreneurial orientation. Therefore, the higher the market orientation of network individual entrepreneurs, the better, and the more entrepreneurial orientation, the more entrepreneurial orientation should be adopted because of the heterogeneity of marketing resources of network individual entrepreneurs.
【作者单位】：上海财经大学国际工商管理学院;
【基金】：上海财经大学科研项目“电子网络环境下的服务营销创新与中国服务业的竞争力”(2015110230) 上海财经大学研究生创新计划项目“新产品创新度与消费者接受度匹配路径研究”(CXJJ-2015-330);上海财经大学研究生创新计划项目“绿色采购治理与绩效:企业战略驱动效应与客户认知调节作用”(CXJJ-2015-333)
【分类号】：F279.2;F724.6

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