本文選題：信息技術(shù) + 營銷績效�。� 參考：《商業(yè)經(jīng)濟研究》2015年19期

【摘要】：本文基于能力觀的視角,將營銷能力分為客戶管理能力、市場學(xué)習(xí)能力和市場推廣能力。接著從信息技術(shù)的兩個維度,知識導(dǎo)向型和流程導(dǎo)向型出發(fā),深入剖析了信息技術(shù)(IT)、營銷能力與營銷績效的關(guān)系,提出了相應(yīng)的概念模型和理論假設(shè),并利用多元回歸分析,驗證了三者之間的關(guān)系,對營銷能力的中介效應(yīng)做進一步分析。結(jié)果表明:流程導(dǎo)向型信息技術(shù)與營銷績效呈顯著正相關(guān);知識導(dǎo)向型信息技術(shù)對其影響并不顯著;營銷能力的三個維度在信息技術(shù)與營銷績效之間均起到不同程度的部分中介作用。
[Abstract]:This paper divides the marketing ability into customer management ability, market learning ability and marketing promotion ability. Then, from the two dimensions of information technology, knowledge oriented and process oriented, this paper deeply analyzes the relationship between information technology, marketing ability and marketing performance, puts forward the corresponding conceptual model and theoretical hypothesis, and makes use of multiple regression analysis. The relationship between the three is verified, and the intermediary effect of marketing ability is further analyzed. The results show that process-oriented information technology has a significant positive correlation with marketing performance, knowledge oriented information technology has no significant impact on it. The three dimensions of marketing ability play a part intermediary role between information technology and marketing performance.
【作者單位】： 重慶理工大學(xué)管理學(xué)院;
【分類號】：F713

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