本文選題：效率型商業(yè)模式 + 價值創(chuàng)造�。� 參考：《現(xiàn)代財經(jīng)(天津財經(jīng)大學(xué)學(xué)報)》2017年06期

【摘要】：分享經(jīng)濟時代,根植于關(guān)系網(wǎng)絡(luò)的中國企業(yè)需要借助高效率的商業(yè)模式創(chuàng)新來從事營銷活動,進而實現(xiàn)價值創(chuàng)造。基于交易成本理論,引入雙元營銷能力來考察在關(guān)系嵌入情境下效率型商業(yè)模式與價值創(chuàng)造的間接作用機理。實證研究發(fā)現(xiàn),效率型商業(yè)模式不僅對價值創(chuàng)造有直接促進作用,還分別通過營銷開發(fā)和營銷探索能力的中介作用間接影響價值創(chuàng)造,且兩者的交互效應(yīng)負向影響價值創(chuàng)造,匹配效應(yīng)正向影響價值創(chuàng)造。此外,關(guān)系嵌入在效率型商業(yè)模式與營銷開發(fā)能力、營銷探索能力之間分別起著正向和負向調(diào)節(jié)作用。研究結(jié)論為企業(yè)建立效率型商業(yè)模式創(chuàng)新機制,在關(guān)系網(wǎng)絡(luò)中有效運用不同的營銷能力以促進價值創(chuàng)造提供理論依據(jù)。
[Abstract]:In the era of sharing economy, Chinese enterprises rooted in the relationship network need to use highly efficient business model innovation to engage in marketing activities and realize value creation. Based on the transaction cost theory, this paper introduces the dual marketing ability to investigate the indirect mechanism of efficiency business model and value creation in the context of relational embedding. The empirical study shows that the efficiency business model not only directly promotes the value creation, but also indirectly influences the value creation through the intermediary function of marketing development and marketing exploration ability, and their interactive effects negatively affect the value creation. Matching effect positively affects value creation. In addition, the relationship is embedded in the efficient business model and marketing development ability, marketing exploration ability plays a positive and negative role respectively. The conclusion provides the theoretical basis for the establishment of an efficient business model innovation mechanism and the effective use of different marketing capabilities in the relational network to promote the creation of value.
【作者單位】： 蘭州財經(jīng)大學(xué)工商管理學(xué)院;
【基金】：國家自然科學(xué)基金項目(71503227) 甘肅省軟科學(xué)計劃研究項目(1604ZCRA027)
【分類號】：F274

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本文編號：1911166