【摘要】：近年,隨著我國證券市場的逐步完善和快速發(fā)展,市場競爭日趨激烈,理財產(chǎn)品同質(zhì)化嚴(yán)重,證券公司為了搶占市場,大多采取開展傭金戰(zhàn),忽視了營銷能力的培養(yǎng),導(dǎo)致證券公司收入持續(xù)下降。現(xiàn)代企業(yè)經(jīng)營過程中,營銷能力在市場競爭中作用日益凸顯,結(jié)合我國證券市場處于震蕩調(diào)整的階段,以及國內(nèi)外關(guān)于營銷能力、企業(yè)競爭優(yōu)勢和企業(yè)績效研究的理論背景,通過問卷調(diào)查方法和實證研究方法探討營銷能力、企業(yè)競爭優(yōu)勢和企業(yè)績效三者之間的關(guān)系,并驗證企業(yè)競爭優(yōu)勢的中介作用。最終,結(jié)合數(shù)據(jù)分析得到結(jié)論,并提出提升證券公司營銷能力的策略,為證券公司提升營銷能力提供理論支撐。本文結(jié)合國內(nèi)外研究現(xiàn)狀和證券公司的實際情況提出營銷能力、企業(yè)競爭優(yōu)勢和企業(yè)績效三個變量的研究假設(shè)并構(gòu)建概念模型,通過實證研究方法驗證研究假設(shè),主要步驟如下:(1)預(yù)調(diào)研階段。設(shè)計初始問卷,在武漢一家證券公司發(fā)放60份調(diào)查問卷,并最終回收55份有效問卷,對三個變量企業(yè)營銷能力、企業(yè)競爭優(yōu)勢和企業(yè)績效進(jìn)行信度和效度測試,刪除不合要求問項,最后形成正式問卷。(2)實證研究階段。將300份正式問卷發(fā)放給十幾家證券公司的員工,包括證券公司的各個崗位,最終回收265份有效問卷。首先,對三個變量進(jìn)行數(shù)據(jù)描述,了解證券公司的基本情況;然后,對數(shù)據(jù)進(jìn)行信度和效度檢驗;最后,運(yùn)用AMOS18.0軟件對三個變量之間的關(guān)系進(jìn)行假設(shè)檢驗,并驗證企業(yè)競爭優(yōu)勢的中介效應(yīng)。結(jié)合理論和數(shù)據(jù)分析,最終得到結(jié)論如下:(1)營銷戰(zhàn)略能力、營銷創(chuàng)新能力、營銷溝通能力、營銷策略能力均對企業(yè)競爭優(yōu)勢有顯著的正向影響,但是營銷文化能力對企業(yè)競爭優(yōu)勢不具有顯著的正向影響。(2)營銷文化能力、營銷戰(zhàn)略能力、營銷創(chuàng)新能力、營銷策略能力對企業(yè)績效有顯著的正向影響,但是營銷溝通能力對企業(yè)績效的提升不具有顯著的正向影響。(3)企業(yè)競爭優(yōu)勢對企業(yè)績效有顯著的正向影響。(4)營銷能力不僅對企業(yè)績效產(chǎn)生直接影響,而且通過中介變量企業(yè)競爭優(yōu)勢對企業(yè)績效產(chǎn)生間接影響。
[Abstract]:In recent years, with the gradual improvement and rapid development of the securities market in our country, the market competition is becoming more and more intense, and the homogeneity of financial products is serious. In order to seize the market, the securities companies mostly take the commission war and neglect the cultivation of marketing ability. As a result of the continued decline in income securities companies. In the process of modern enterprise management, marketing ability plays a more and more important role in the market competition. Combined with our country's securities market is in the stage of shock adjustment, as well as the theoretical background of domestic and foreign research on marketing ability, enterprise competitive advantage and enterprise performance. This paper discusses the relationship among marketing ability, competitive advantage and enterprise performance by means of questionnaire and empirical research, and verifies the intermediary function of enterprise competitive advantage. Finally, the conclusion is obtained by combining the data analysis, and the strategy of improving the marketing ability of the securities companies is put forward, which provides theoretical support for the securities companies to enhance the marketing ability. According to the current situation of domestic and foreign research and the actual situation of securities companies, this paper puts forward the research hypotheses of marketing capability, enterprise competitive advantage and enterprise performance, and constructs a conceptual model, and verifies the research hypothesis through empirical research methods. The main steps are as follows: (1) Pre-investigation stage. Design the initial questionnaire, distribute 60 questionnaires in a securities company in Wuhan, and finally recover 55 valid questionnaires, and test the reliability and validity of the three variables enterprise marketing ability, competitive advantage and enterprise performance. The formal questionnaire is formed. (2) empirical research stage. 300 formal questionnaires were distributed to employees of a dozen securities companies, including positions in securities firms, and 265 valid questionnaires were collected. Firstly, the data description of three variables is carried out to understand the basic situation of the securities company, and then the reliability and validity of the data are tested. Finally, we use AMOS18.0 software to test the relationship between the three variables, and verify the intermediary effect of enterprise competitive advantage. Combined with theory and data analysis, the conclusions are as follows: (1) the ability of marketing strategy, marketing innovation, marketing communication and marketing strategy have significant positive effects on the competitive advantage of enterprises. But the marketing culture ability has no significant positive influence on the enterprise competitive advantage. (2) the marketing culture ability, the marketing strategy ability, the marketing innovation ability, the marketing strategy ability have the remarkable positive influence to the enterprise performance. However, the ability of marketing communication has no significant positive impact on corporate performance. (3) competitive advantage has a significant positive impact on corporate performance. (4) Marketing ability not only has a direct impact on corporate performance. And through the intermediary variable enterprise competitive advantage produces the indirect influence to the enterprise performance.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F832.39

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