【摘要】：我國正處于信息化時代，信息技術(shù)改變了企業(yè)的競爭方式，電子商務(wù)的發(fā)展加速了網(wǎng)絡(luò)營銷平臺的構(gòu)建，顧客需求更加個性化，競爭者行為愈加多樣化，企業(yè)面對的是復(fù)雜、動態(tài)的外部環(huán)境，如何更好的應(yīng)對環(huán)境變化，建立企業(yè)競爭優(yōu)勢是管理者和學(xué)者的共同關(guān)注的問題。其中，市場導(dǎo)向會對績效產(chǎn)生什么樣的作用已成為營銷領(lǐng)域的熱點問題。隨著研究的深入，有學(xué)者提出應(yīng)當(dāng)重新劃分市場導(dǎo)向的類型來對這兩者之間的關(guān)系進行研究；此外，，也有學(xué)者提出應(yīng)該審視市場導(dǎo)向與企業(yè)績效之間是否存在著中介變量�；诖耍狙芯吭趧討B(tài)環(huán)境下進一步探討雙維度市場導(dǎo)向與企業(yè)績效之間的關(guān)系，并引入營銷創(chuàng)新作為這兩者的中介變量研究雙維度市場導(dǎo)向與企業(yè)績效在作用機制。 國際的經(jīng)濟發(fā)展經(jīng)驗表明，越是發(fā)達的國家，服務(wù)業(yè)發(fā)展的越快，服務(wù)業(yè)的發(fā)展程度可以衡量一個國家的發(fā)展水平。一些發(fā)達國家的服務(wù)業(yè)產(chǎn)值已占到了70%，而我國2013年服務(wù)業(yè)產(chǎn)值只有46.1%。所以，選擇服務(wù)業(yè)進行研究具有現(xiàn)實意義。本研究在已有文獻的基礎(chǔ)上，以服務(wù)型企業(yè)為研究對象，探討以營銷創(chuàng)新為中介變量，環(huán)境不確定性為調(diào)節(jié)變量，雙維度市場導(dǎo)向?qū)ζ髽I(yè)績效的關(guān)系。基于資源優(yōu)勢理論，市場營銷理論，提出了本研究的理論模型，運用SPSS19.0軟件對預(yù)調(diào)研問卷進行信度分析和探索性因子分析，運用AMOS17.0軟件對正式問卷進行信效度分析，運用逐步回歸分析和層次回歸分析法進行中介效應(yīng)和調(diào)節(jié)效應(yīng)的檢驗，對本研究提出的假設(shè)進行檢驗。 研究結(jié)果表明：（1）雙維度市場導(dǎo)向量表適用于我國服務(wù)業(yè)，并且對企業(yè)績效都有積極的影響，而且先動型市場導(dǎo)向比反應(yīng)型市場導(dǎo)向?qū)ζ髽I(yè)績效的影響更大；（2）營銷創(chuàng)新的兩個維度對企業(yè)績效都有直接顯著的正影響，說明要維持企業(yè)的競爭優(yōu)勢，如果僅僅靠產(chǎn)品（服務(wù)）創(chuàng)新是遠遠不夠的；（3）營銷創(chuàng)新在雙維度市場導(dǎo)向與企業(yè)績效之間有部分中介作用，并對這兩者之間存在不同的中介作用；（4）環(huán)境不確定性對雙維度市場導(dǎo)向與營銷創(chuàng)新之間具有調(diào)節(jié)作用，環(huán)境動態(tài)性和環(huán)境競爭性都具有正向調(diào)節(jié)作用。
[Abstract]:Our country is in the information age, the information technology has changed the competition way of the enterprise, the development of the electronic commerce has accelerated the construction of the network marketing platform, the customer demand is more individualized, the competitor behavior is more diversified, the enterprise faces is complex. Dynamic external environment, how to better deal with environmental changes and establish the competitive advantage of enterprises is the common concern of managers and scholars. Among them, what kind of effect market orientation will have on performance has become a hot issue in the field of marketing. With the deepening of the research, some scholars suggest that the types of market orientation should be reclassified to study the relationship between the two. In addition, some scholars suggest that there are intermediary variables in the relationship between market orientation and firm performance. Based on this, this study further discusses the relationship between two-dimension market orientation and enterprise performance in the dynamic environment, and introduces marketing innovation as an intermediary variable to study the mechanism of two-dimension market orientation and enterprise performance. International economic development experience shows that the more developed countries, the faster the development of the service industry, the development of the service industry can measure the level of development of a country. Some developed countries have accounted for 70% of the service industry output, while China's service industry output in 2013 was only 46. 1%. Therefore, it is of practical significance to choose the service industry to study. On the basis of the existing literature, this study discusses the relationship between marketing innovation as intermediary variable, environmental uncertainty as adjustment variable and market orientation in two dimensions on enterprise performance, taking service-oriented enterprises as the research object. Based on the theory of resource advantage and marketing, this paper puts forward the theoretical model of this study. The reliability analysis and exploratory factor analysis of pre-investigation questionnaire are carried out by using SPSS19.0 software, and the reliability and validity of formal questionnaire are analyzed by AMOS17.0 software. Stepwise regression analysis and hierarchical regression analysis are used to test the mediating and regulating effects, and the hypotheses proposed in this study are tested. The results are as follows: (1) Two-dimensional market-oriented scale is suitable for Chinese service industry and has a positive impact on enterprise performance, and the pre-market orientation has a greater impact on enterprise performance than reactive market orientation; (2) the two dimensions of marketing innovation have a direct and significant positive impact on enterprise performance, indicating that to maintain the competitive advantage of enterprises, it is far from enough to rely solely on product (service) innovation; (3) Marketing innovation has a part of intermediary role between two dimensions of market orientation and enterprise performance, and there are different intermediary roles between them; (4) Environmental uncertainty has a moderating effect between two dimensional market orientation and marketing innovation. Both environmental dynamics and environmental competitiveness play a positive role.
【學(xué)位授予單位】：廣東財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F719

【參考文獻】

相關(guān)期刊論文 前10條

1 張映紅;;動態(tài)環(huán)境對公司創(chuàng)業(yè)戰(zhàn)略與績效關(guān)系的調(diào)節(jié)效應(yīng)研究[J];中國工業(yè)經(jīng)濟;2008年01期

2 張婧;趙紫錕;;反應(yīng)型和先動型市場導(dǎo)向?qū)Ξa(chǎn)品創(chuàng)新和經(jīng)營績效的影響研究[J];管理學(xué)報;2011年09期

3 劉石蘭;;市場導(dǎo)向、學(xué)習(xí)導(dǎo)向?qū)M織績效作用的影響——以產(chǎn)品創(chuàng)新為中介變量[J];科學(xué)學(xué)研究;2007年02期

4 汪麗;茅寧;龍靜;;管理者決策偏好、環(huán)境不確定性與創(chuàng)新強度——基于中國企業(yè)的實證研究[J];科學(xué)學(xué)研究;2012年07期

5 王永貴;邢金剛;史有春;何健;;對市場導(dǎo)向、顧客資產(chǎn)導(dǎo)向與新產(chǎn)品開發(fā)績效之間關(guān)系的探索性研究——基于中國背景的調(diào)節(jié)效應(yīng)模型[J];南開管理評論;2008年03期

6 李大元;項保華;陳應(yīng)龍;;企業(yè)動態(tài)能力及其功效:環(huán)境不確定性的影響[J];南開管理評論;2009年06期

7 王濤;陳金亮;;環(huán)境不確定條件下市場導(dǎo)向?qū)r值創(chuàng)造的作用研究[J];南開管理評論;2011年06期

8 劉婷;李瑤;;響應(yīng)型和先動型市場導(dǎo)向與創(chuàng)新績效關(guān)系研究——基于權(quán)變視角[J];科技進步與對策;2013年07期

9 張書蓮;;市場導(dǎo)向與企業(yè)績效——基于資源基礎(chǔ)觀的影響路徑分析[J];暨南學(xué)報(哲學(xué)社會科學(xué)版);2013年06期

10 唐麗艷;周建林;王國紅;;雙維度市場導(dǎo)向?qū)浩髽I(yè)創(chuàng)新績效的影響——基于集群企業(yè)學(xué)習(xí)能力調(diào)節(jié)效應(yīng)的研究[J];科技進步與對策;2013年15期

本文編號：2274501