本文關(guān)鍵詞：企業(yè)社會(huì)網(wǎng)絡(luò)對(duì)營(yíng)銷績(jī)效的影響研究　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 動(dòng)態(tài)營(yíng)銷能力 企業(yè)社會(huì)網(wǎng)絡(luò) 營(yíng)銷績(jī)效 中小企業(yè)

【摘要】：在競(jìng)爭(zhēng)激烈的網(wǎng)絡(luò)化經(jīng)濟(jì)時(shí)代,由于經(jīng)濟(jì)的深度調(diào)整、發(fā)展方式的轉(zhuǎn)變、顧客需求的個(gè)性化等外部環(huán)境的不確定性因素增加,企業(yè)面臨著前所未有的挑戰(zhàn),尤其是在規(guī)模、資金等方面處于劣勢(shì)的中小企業(yè),其面臨的形勢(shì)更為嚴(yán)峻。作為國(guó)內(nèi)最多最具創(chuàng)新活力的企業(yè)群體,中小企業(yè)在促進(jìn)經(jīng)濟(jì)增長(zhǎng)、增加稅收、吸納就業(yè)和改善民生等方面發(fā)揮著重要作用。但如何在動(dòng)蕩的環(huán)境中維持企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì),實(shí)現(xiàn)企業(yè)營(yíng)銷績(jī)效的提升,贏得持續(xù)發(fā)展,是廣大中小企業(yè)普遍關(guān)注和思考的問(wèn)題,值得探究。在對(duì)國(guó)內(nèi)外學(xué)者有關(guān)企業(yè)社會(huì)網(wǎng)絡(luò)和動(dòng)態(tài)營(yíng)銷能力的文獻(xiàn)研究歸納分析的基礎(chǔ)上,本研究依據(jù)社會(huì)網(wǎng)絡(luò)理論和動(dòng)態(tài)營(yíng)銷能力理論,分析了企業(yè)社會(huì)網(wǎng)絡(luò)、動(dòng)態(tài)營(yíng)銷能力與營(yíng)銷績(jī)效之間的理論關(guān)系。結(jié)合研究對(duì)象及相關(guān)研究,對(duì)變量?jī)?nèi)涵及維度進(jìn)行界定,并就變量間的關(guān)系提出假設(shè),構(gòu)建出本研究的假設(shè)模型。在此基礎(chǔ)上,借鑒已有研究的成熟量表,結(jié)合所研究問(wèn)題修正問(wèn)項(xiàng),并參考多方意見和預(yù)調(diào)研的結(jié)果,設(shè)計(jì)出本研究的正式量表。針對(duì)河南省中小企業(yè)的中高層管理者進(jìn)行問(wèn)卷調(diào)研,運(yùn)用統(tǒng)計(jì)軟件對(duì)所調(diào)研的大樣本數(shù)據(jù)進(jìn)行分析,檢驗(yàn)了本研究有關(guān)社會(huì)網(wǎng)絡(luò)、動(dòng)態(tài)營(yíng)銷能力和營(yíng)銷績(jī)效的關(guān)系假設(shè)。依據(jù)實(shí)證分析結(jié)果,本研究的結(jié)論主要有(1)企業(yè)社會(huì)網(wǎng)絡(luò)及其維度均顯著影響企業(yè)的營(yíng)銷績(jī)效,來(lái)自網(wǎng)絡(luò)的資源有助于企業(yè)營(yíng)銷工作的開展和創(chuàng)新,進(jìn)而實(shí)現(xiàn)績(jī)效的提升;(2)作為企業(yè)社會(huì)網(wǎng)絡(luò)特征維度的網(wǎng)絡(luò)規(guī)模和關(guān)系強(qiáng)度在一定程度上影響著動(dòng)態(tài)營(yíng)銷能力的構(gòu)建,但網(wǎng)絡(luò)關(guān)系的異質(zhì)性對(duì)動(dòng)態(tài)營(yíng)銷能力卻沒有顯著影響;(3)動(dòng)態(tài)營(yíng)銷能力及其維度均對(duì)企業(yè)的營(yíng)銷績(jī)效產(chǎn)生顯著的正向影響,動(dòng)態(tài)營(yíng)銷能力越強(qiáng),越有利于營(yíng)銷績(jī)效的提升;(4)動(dòng)態(tài)營(yíng)銷能力在企業(yè)社會(huì)網(wǎng)絡(luò)對(duì)營(yíng)銷績(jī)效的影響關(guān)系之間起到部分中介作用,表明來(lái)自網(wǎng)絡(luò)的資源通過(guò)企業(yè)自身能力的轉(zhuǎn)化,能更好地發(fā)揮價(jià)值并提升績(jī)效,獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。結(jié)合研究的主要結(jié)論,本研究建議中小企業(yè)應(yīng)重視構(gòu)建自身有效的企業(yè)社會(huì)網(wǎng)絡(luò),并培育企業(yè)的動(dòng)態(tài)營(yíng)銷能力,以增強(qiáng)企業(yè)的實(shí)力和競(jìng)爭(zhēng)優(yōu)勢(shì),提升營(yíng)銷績(jī)效,實(shí)現(xiàn)長(zhǎng)久發(fā)展。
[Abstract]:In the era of highly competitive networked economy, enterprises are facing unprecedented challenges because of the deep adjustment of economy, the change of development mode, the increase of uncertain factors of external environment such as the individuation of customer demand and so on. Especially in the scale, capital and other aspects of the disadvantage of small and medium-sized enterprises, its situation is more severe. As the most innovative enterprise group, SMEs are promoting economic growth and increasing tax. Absorbing employment and improving people's livelihood play an important role, but how to maintain the competitive advantage of enterprises in the turbulent environment, achieve the promotion of enterprise marketing performance, and win sustainable development. Is the general concern and thinking of small and medium-sized enterprises, it is worth exploring. On the basis of the domestic and foreign scholars on the corporate social network and dynamic marketing capabilities of literature research and analysis of the basis. Based on the theory of social network and the theory of dynamic marketing ability, this study analyzes the theoretical relationship between enterprise social network, dynamic marketing ability and marketing performance. On the basis of defining the connotation and dimension of variables and putting forward the hypothesis on the relationship between variables, this paper constructs the hypothetical model of this study. On this basis, we can use the mature scale of existing research for reference and revise the questions combined with the questions studied. The formal scale of this study is designed by referring to the opinions of various parties and the results of pre-survey. The questionnaire survey is carried out for the middle and senior managers of small and medium-sized enterprises in Henan Province. The statistical software is used to analyze the large sample data, and the hypothesis of the relationship among social network, dynamic marketing ability and marketing performance is tested. The main conclusions of this study are as follows: (1) the enterprise social network and its dimensions significantly affect the marketing performance of the enterprise, and the resources from the network are helpful to the development and innovation of the enterprise marketing work, and then to achieve the improvement of the performance; (2) as the characteristic dimension of enterprise social network, network scale and relationship intensity influence the construction of dynamic marketing ability to a certain extent, but the heterogeneity of network relationship has no significant influence on dynamic marketing ability; 3) dynamic marketing ability and its dimensions have a significant positive impact on the marketing performance of enterprises, the stronger the dynamic marketing ability, the more conducive to the promotion of marketing performance; 4) dynamic marketing capability plays a part of intermediary role between the influence of enterprise social network on marketing performance, indicating that the resources from the network are transformed through the enterprise's own ability. Combined with the main conclusions of the study, this study suggests that small and medium-sized enterprises should pay attention to the construction of their own effective corporate social network, and cultivate the dynamic marketing ability of enterprises. In order to enhance the strength and competitive advantage of enterprises, improve marketing performance, achieve long-term development.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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