本文選題：營銷資源　切入點：技術(shù)資源　出處：《北方工業(yè)大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著經(jīng)濟全球化飛速發(fā)展,我國高技術(shù)企業(yè)將面臨更加復雜的環(huán)境和更劇烈的競爭。我國高技術(shù)企業(yè)大多表現(xiàn)出技術(shù)更新快、失敗率高、抗風險能力差、壽命短等弱點,資源的有效利用成為高技術(shù)企業(yè)存活的關(guān)鍵。在這樣的現(xiàn)實背景下,營銷資源和技術(shù)資源作為企業(yè)核心資源的重要組成部分,二者的整合與利用以及對企業(yè)持續(xù)成長和競爭力的影響日漸受到關(guān)注。因此研究營銷資源與技術(shù)資源的整合模式及不同整合模式通過怎樣的路徑對企業(yè)績效產(chǎn)生影響將具有重要意義。 本文在總結(jié)前人相關(guān)研究成果的基礎(chǔ)上,結(jié)合資源基礎(chǔ)理論、資源整合理論和創(chuàng)新理論,從深度和寬度兩個維度理解營銷資源和技術(shù)資源,構(gòu)建了四種營銷資源與技術(shù)資源整合模式,建立了四種營銷資源與技術(shù)資源整合模式對創(chuàng)新績效影響的關(guān)系模型,通過進行理論推衍,提出了相應(yīng)的研究假設(shè)。選取高技術(shù)企業(yè)作為本文調(diào)研對象,利用因子分析、結(jié)構(gòu)方程模型等統(tǒng)計分析方法對回收的262份有效問卷進行了實證檢驗,最終得出結(jié)論如下：第一,從深度和寬度理解營銷資源和技術(shù)資源,可以形成“深度營銷資源——寬度技術(shù)資源”整合模式(簡稱為營銷導向型整合模式)、“深度營銷資源——深度技術(shù)資源”整合模式(簡稱為集中化整合模式)、“寬度營銷資源——寬度技術(shù)資源”整合模式(簡稱為多樣化整合模式)、“寬度營銷資源——深度技術(shù)資源”整合模式(簡稱為技術(shù)導向型整合模式)四種不同的營銷資源與技術(shù)資源整合模式。第二,由于資源的特性及其競爭優(yōu)勢的差異性,不同資源整合模式適合不同的創(chuàng)新戰(zhàn)略。采用集中化整合模式的企業(yè)適合選擇探索式創(chuàng)新戰(zhàn)略。采用營銷導向型整合模式的企業(yè)適合選擇利用式創(chuàng)新戰(zhàn)略。技術(shù)導向型整合模式對兩種創(chuàng)新戰(zhàn)略均能產(chǎn)生正向的促進作用,采用技術(shù)導向型整合模式的企業(yè),可以根據(jù)企業(yè)的發(fā)展目標和實際需求選擇適合的創(chuàng)新戰(zhàn)略。第三,不同資源整合模式對企業(yè)創(chuàng)新績效的影響路徑是不同的。通過實證研究發(fā)現(xiàn)四種資源整合模式對創(chuàng)新績效共有7種影響路徑。營銷導向型整合模式通過利用式創(chuàng)新戰(zhàn)略對創(chuàng)新績效產(chǎn)生間接的促進作用,但是采用這種整合模式的企業(yè)如果選用探索式創(chuàng)新戰(zhàn)略,會阻礙企業(yè)創(chuàng)新績效的產(chǎn)生。集中化整合模式對創(chuàng)新績效能夠產(chǎn)生直接的促進作用,并且能夠通過探索式創(chuàng)新戰(zhàn)略對創(chuàng)新績效產(chǎn)生間接的促進作用。多樣化整合模式對創(chuàng)新績效能夠產(chǎn)生直接的促進作用。技術(shù)導向型整合模式通過探索式創(chuàng)新戰(zhàn)略和利用式創(chuàng)新戰(zhàn)略對創(chuàng)新績效產(chǎn)生間接的促進作用�；谝陨辖Y(jié)論,企業(yè)需要明確不同資源整合模式對企業(yè)績效的影響路徑,清晰地了解企業(yè)資源情況,合理整合企業(yè)資源,選擇有效的創(chuàng)新戰(zhàn)略,進而提升企業(yè)創(chuàng)新績效。
[Abstract]:With the rapid development of economic globalization, high-tech enterprises in our country will face more complex environment and more fierce competition. Most high-tech enterprises in China have the weakness of quick technological renewal, high failure rate, poor ability to resist risks, short life span, etc. The effective utilization of resources has become the key to the survival of high-tech enterprises. In such a realistic background, marketing resources and technical resources as an important part of the core resources of enterprises, The integration and utilization of the two and the impact on the sustainable growth and competitiveness of the enterprise have been paid more and more attention. Therefore, the research on the integration mode of marketing resources and technical resources and the different integration modes has brought about the enterprise performance through what path. Influence will be of great significance. On the basis of summarizing the previous research achievements, combining the resource-based theory, the resource integration theory and the innovation theory, this paper understands marketing resources and technical resources from the depth and width of the two dimensions. Four modes of integration of marketing resources and technical resources are constructed, and the relationship models of the four modes of integration of marketing resources and technical resources on innovation performance are established. Selected high-tech enterprises as the research object, using factor analysis, structural equation model and other statistical analysis methods to carry out empirical tests of 262 valid questionnaires. The conclusions are as follows: first, Understand marketing resources and technical resources in depth and width, We can form the integration mode of "deep marketing resources-width technology resources" (abbreviated as marketing oriented integration mode), "deep marketing resources-depth technology resources" integration mode (abbreviated as centralized integration mode, "wide camp"). Four different marketing resources and techniques are integrated mode of "marketing resources-width technology resources" (referred to as diversification integration mode) and "width marketing resources-depth technology resources" integration mode (referred to as technology-oriented integration mode for short). The mode of integration of technical resources. Second, Because of the nature of resources and the differences in their competitive advantages, Different resource integration models are suitable for different innovation strategies. Enterprises adopting centralized integration mode are suitable for selecting exploratory innovation strategies. Enterprises adopting market-oriented integration mode are suitable for selecting utility-oriented innovation strategies. Both innovative strategies can be positively promoted by the oriented integration model. Enterprises adopting a technology-oriented integration model can choose suitable innovation strategies according to their development objectives and actual needs. Third, The influence of different resource integration modes on enterprise innovation performance is different. Through empirical research, it is found that there are seven ways to affect innovation performance in four resource integration modes. The new strategy indirectly promotes innovation performance, However, if the enterprises adopting this integration mode choose the exploratory innovation strategy, it will hinder the production of the enterprise innovation performance. The centralized integration model can directly promote the innovation performance. And it can promote innovation performance indirectly through exploring innovation strategy. Diversification integration mode can directly promote innovation performance. Technology oriented integration model can promote innovation performance through exploring innovation strategy. And using innovation strategies to indirectly promote innovation performance. Enterprises need to clarify the impact of different resource integration models on enterprise performance, clearly understand the situation of enterprise resources, reasonable integration of enterprise resources, choose effective innovation strategy, and then improve enterprise innovation performance.
【學位授予單位】：北方工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F276.44;F274

【參考文獻】

相關(guān)期刊論文 前10條

1 薄湘平;易銀飛;;國內(nèi)外企業(yè)競爭力研究綜述[J];商業(yè)研究;2007年12期

2 張婧;;市場導向型組織的營銷資源、市場績效與股東價值[J];商業(yè)研究;2009年08期

3 安同良;企業(yè)技術(shù)能力:超越技術(shù)創(chuàng)新研究的新范式[J];當代財經(jīng);2002年01期

4 李姝;;廣西大中型工業(yè)企業(yè)核心競爭力發(fā)展狀況評析[J];桂海論叢;2006年03期

5 饒揚德;;基于資源整合觀的企業(yè)戰(zhàn)略重構(gòu)[J];工業(yè)技術(shù)經(jīng)濟;2005年07期

6 劉金城;;基于聯(lián)合分析法的企業(yè)戰(zhàn)略營銷資源要素配置研究[J];經(jīng)營管理者;2012年06期

7 蔣繼濤;;淺議我國企業(yè)的技術(shù)創(chuàng)新戰(zhàn)略及策略[J];甘肅省經(jīng)濟管理干部學院學報;2006年02期

8 吳金南;劉林;;國外企業(yè)資源基礎(chǔ)理論研究綜述[J];安徽工業(yè)大學學報(社會科學版);2011年06期

9 秦劍;;吸收能力、知識轉(zhuǎn)移與跨國公司的突破性創(chuàng)新績效[J];財經(jīng)科學;2012年11期

10 王忠宏;;全球技術(shù)創(chuàng)新現(xiàn)狀趨勢及對中國的影響[J];發(fā)展研究;2013年09期

相關(guān)博士學位論文 前3條

1 秦劍;跨國公司在華資源配置對突破性創(chuàng)新績效的影響機理研究[D];南開大學;2009年

2 白戈;營銷能力與企業(yè)創(chuàng)新行為關(guān)系研究[D];西南財經(jīng)大學;2010年

3 李志遠;科技資源整合對企業(yè)創(chuàng)新績效的影響機理研究[D];吉林大學;2012年

，

本文編號：1600660