联系我们

论文查询结果	返回搜索

论文编号：	1071
作者编号：	043094
上传时间：	2009/6/4 21:37:22
中文题目：	基于资源战略观的营销资源层级模
英文题目：	On a Hierarchical Model of Mar
指导老师：	韩德昌
中文关键字：	营销资源层级模型 基础营销资源
英文关键字：	Hierarchical model of marketin
中文摘要：	在激烈的市场竞争中，获得和保持可持续竞争优势是企业战略的永恒主题。将企业资源基础理论与市场营销理论相结合，建立基于资源的战略营销理论体系，开发和挖掘营销资源的用途，成为企业取得竞争优势和卓越绩效的重要途径。 20世纪80年代末90年代初以来，西方一批市场营销学者将企业资源基础理论引入到市场营销理论的研究中来，并取得了一系列的研究成果，但关于营销资源、营销能力和营销资产的界定、构成要素、相互关系及作用层面（文化的、战略的或操作的层面）等问题仍然存在混乱。正是由于对营销资源及相关问题缺乏一种清晰、完整、系统、深入的研究，从一定程度上制约了企业资源基础观在市场营销理论中的应用，制约了营销资源理论的发展。 本研究运用文献分析、统计分析与案例分析等研究方法，结合企业资源基础观和市场营销理论，在回顾营销资源相关文献的基础上，依据作者多年从事企业管理的感悟，重新界定营销资源的概念和维度，从投入产出的视角提出营销资源层级模型，探析基础营销资源、转化营销资源（即营销能力）、高级营销资源（即市场资产）的概念和内涵，研究营销资源对企业绩效的影响机制，进一步丰富和完善营销资源理论。本研究利用中国的统计数据，对各个层级的营销资源的维度进行了因子分析，并通过对一家中国知名企业的案例研究，验证了基于营销资源层级模型而提出的理论命题。 论文主要得出以下结论： 1．营销资源是一个多层级、多维度的资源体系。基于企业资源基础理论，从投入产出的视角，将营销资源划分为基础营销资源、转化营销资源（即营销能力）和高级营销资源（即市场资产）。 2．基础营销资源是企业取得卓越绩效的必要条件。基础营销资源是指企业拥有或能够取得的、作为营销活动输入而不包含营销活动产出（如市场资产）的经营要素。基础营销资源包含无形的资源，如任何一个企业都可以学习、采纳的营销观念，任何一个企业都可以拿来运用的市场营销理论知识等；基础营销资源还包含有形的资源，如履行营销工作的营销组织，为开展营销工作而配备的设施、投入的资金等。 3．营销能力是实现基础营销资源向企业绩效转化的主观能动要素。转化营销资源（即营销能力）是从基础营销资源向高级营销资源转化的中间变量，是企业在开展营销活动的过程中，对其基础营销资源进行配置以实现营销活动的目的而逐渐积累起来的存储于组织和员工当中的才能存量。营销能力是营销资源体系中具有主观性的资源，在营销资源体系中扮演着“转换器”和“发动机”的角色。营销能力主要包括市场感知能力、顾客联系能力和品牌建设能力。 4．市场资产是企业取得卓越绩效的战略性资产。市场资产是企业的营销能力与基础营销资源相结合，在与其外部市场环境中的实体相互作用的过程中产生的成果。市场资产既是市场营销活动的结果，又是把市场营销职能与企业绩效连接起来的桥梁，是最高级的营销资源。市场资产由两种类型构成，一种是市场关系资产，一种是市场智力资产。 5．营销资源通过层级递进机制实现向企业绩效的转化。营销资源在向企业绩效转化时，是存在一定的层级的。是经过了基础营销资源，转化成为营销能力，并进而形成市场资产，最终通过市场资产形成企业绩效这样一个层级递进过程。通过对这一层级转换机制的研究，既从理论上理清了转化机理，又对企业更好的培育、管理、提升营销资源提供了思路清晰的途径。 6、营销资源观念为战略营销理论开辟了新的视野。通过对营销资源的关注，就把战略营销理论的视野从以波特竞争战略理论为基础的市场细分、目标市场和市场定位的STP范式，转移到以企业资源基础理论为根基的、面向企业内部寻找和建立竞争优势之源的营销资源理论范式，实现了战略营销理论与战略管理理论的同步发展，为战略营销理论的发展开辟了一个新的空间。
英文摘要：	In the strong market competition, obtaining and mataining sustainable competitive advantage is the everlasting topic of the firm strategy. It is becoming an important route for obtaining competitive advantage and super performance that combining the theory of firm-resource-based view and marketing, constructing resource-based strategic marketing theory, and exploiting the usage of marketing resources. From the end of 1980s and the beginning of 1990s, some western markeing scholars introduce the resource-based view of the firm into the marketing theory, and made some contributions. But there is some confusion as to what constitute marketing resources, capabilities and assets, and at what level (cultural, strategic or operation) these resources impact on firm performance. Just because the absence of generally accepted delination and classification of marketing resources, it clags the use of the resource-based theory in marketing and the development of the theory of marketing resources. Applying several research methods such as literature review, statistic analysis and case study, combining the resource-based-view of the firm and marketing theory, through reviewing the relevant literature of marketing resources, the author redefines the concept and dimensions of marketing resources, puts forward a hierarchical model of marketing resources in the view of input-output, studies the concept and dimensions of basic marketing resources,transforming marketing resources i.e. marketing capabilities, and senior marketing resources i.e. market-based assets.The dissertation studies the impact mechanism of marketing resources on firm performance,so it enrich and consummate the theory of marketing resources.The dissertation makes a factor analysis for the dimensions of each hierarchical marketing resources using Chinese stastic data. Through a case study of a Chinese famous company, the theoretical proposition based on the hierarchical model of marketing resources are supported. This dissertation mainly arrive the following conclusions. 1. Marketing resources is a resources system with multi-layers and multi-dimensions. Based on the firm-resource-based theory, in the view of input-output, marketing resources are classified as basic marketing resources, transforming marketing resources i.e. marketing capabilities, and senior marketing resources i.e. market-based assets. 2. Basic marketing resources are the essential conditions for obtaining super performance.Basic marketing resources are defined as the operation factors working as marketing input not as marketing output, owned or obtainable by the firm. Basic marketing resources include intangible resources, such as marketing concept and marketing theory that can be obtained through training and learning, and include tangible resources such as marketing organization and marketing establishments. 3. Marketing capabilities are the subjective and motive factors that transform the basic marketing resources into firm performance.Marketing capabilities is a medi-variable between the basic marketing resources and senior marketing resources.Marketing capabilities are defined as the ablity stocks that are gradually accumulated in the process of deploying basic marketing resources to reach the aim of marketing activities, and which reside in the personnel and the organization.Marketing capabilities are the subjective resources, working as ‘trsansformer’ and ‘engine’ in the marketing resources system. Marketing capabilities are classified as marketing sensing capabilities, customer connecting capabilities and brand building capabilities. 4. Market-based assets are strategic assets for obtaining super performance.Market-based assets are defined as the intangible and tangible assets that arise from the commingling of the firm with entities in its external environment combining the marketing capabilities and basic marketing resources. Market-based assets are the most senior marketing resources.Marke-based assets are the output of marketing activities, as well as the bridge connecting the marketing functions and firm performance. Market-based assets include two types, one is market-based relational assets, another is market-based intellectual assets. 5. The transforming process of marketing resources to firm performance is in a proper order include different layers. First process is the transforming from basic marketing resources to marketing capabilities, next from marketing capabilities to market-based assets, and then the process from market-based assets to firm performance. Through the study of transforming mechanism in a proper order, we theoretically make clear the transforming process, and provide a clear route for the firm cultivating, managing and upgrading the marketing resources. 6. The concept of marketing resources breaks a new path for the development of strategic markeing theory. Through the attention to marketing resources, it transfers the view of strategic markeing theory from the STP (Segmentation, Targeting and Positioning) paradigm based on Porter’s competitive strategy theory to MS (Marketing Resources) paradigm based on the firm resource theory. So it achieves the synchronic development of strategic marketing theory and strategic management theory.
查看全文：	预览  下载(下载需要进行登录)