联系我们

论文查询结果	返回搜索

论文编号：	11686
作者编号：	1120170884
上传时间：	2020/6/19 17:23:26
中文题目：	环境意识下的企业绿色产品创新战略对其绩效的影响研究
英文题目：	Research on the Impact of Enterprise Green Product Innovation Strategy on its Performance under Environmental Awareness
指导老师：	吴晓云
中文关键字：	绿色环境意识；文化智力；绿色产品创新战略；企业内外部驱动因素；企业绩效
英文关键字：	Green environmental awareness; Cultural intelligence; Green product innovation strategy; Internal and external drivers; Company performanc.
中文摘要：	人类历史长河跨入21世纪后的近二十年中，对于任何组织、企业和消费者来说，全球环境保护和绿色消费均已成为这个时代所关注、聚焦的重要主题和未来发展趋势。我们同住一个“地球村”，联合国环境规划署以及全球绿色数据中心所公布的相关环境保护和绿色消费数据显示：2014年绿色消费市场约为234.1亿美元，2020年增加到956.6亿美元，绿色消费市场的年复合增长率为26.44%。2019年国际绿色和平组织预测：人们未来3至5年的绿色消费需求将呈现持续升高的态势。一些重要的环保和绿色消费品类，包括环保型电动汽车、纯绿色无污染的有机农产品、绿色环保舒适型家具、无氟利昂制冷冰箱及无辐射电视机等绿色家电、天然棉麻纤维的绿色服装；还有，从旧材料到新材料科学的3D打印被广泛运用在许多工业领域。这些都极大地推动了环境保护意识下绿色消费在社会生产和生活中的普及和应用，也极大地提高了人们绿色健康的生活水平，降低了地球资源的消耗，造福子孙！随之产生的企业经济管理现象是：企业管理者的绿色环境意识和文化智力增强，开始顺应绿色环境的时代潮流并积极推动企业选择、制定实施绿色产品创新战略，勇于承担绿色环境责任，获取环境福利绩效、营销绩效和财务绩效，促进企业可持续性发展。 但是，企业如何在管理者绿色环境意识影响下利用绿色产品技术创新战略和设计创新战略来创造竞争优势呢？并且，如何将这种绿色产品创新战略成功转化为企业的优良绩效呢？在全世界都日益重视保护地球，珍爱绿色资源，形成绿色消费的环境和趋势下，理论研究界和管理实践领域开始重视这类问题的研究。Sharma（2000）、Egri和Herman（2000）、Dhaliwal D. S. et al（2011）、Tseng, M. L. et al（2013）以及Burki（2017）等学者都认为，拥有绿色环境意识的企业管理者往往对绿色创新秉持着积极支持和开放开明的态度，帮助企业编码整合所获取的信息资源，吸收运用企业内外部知识服务于绿色创新，并积极推动企业制定实施绿色产品创新战略，以回应所面临的环境问题和绿色发展机遇；另一方面，企业管理者绿色环境意识对企业制定实施绿色产品技术创新战略和绿色产品设计创新战略究竟产生怎样的差异影响？而企业在制定实施绿色产品技术创新战略和绿色产品设计创新战略之后，又会产生怎样不同的绩效差异？这些问题应该进一步详细深入探究。也即是，仍需深入探究在绿色环境意识下的企业绿色产品技术创新战略和设计创新战略如何成功转化为企业优良绩效的机制过程。 对此，本研究从企业管理者绿色环境意识和文化智力为切入点，基于绿色产品创新战略和促销战略、绿色环境意识、企业绩效、文化智力及企业外部制度压力、战略匹配等领域的相关理论研究，结合对重度污染行业企业的深度访谈，探究了企业管理者的绿色环境意识和文化智力对企业绿色产品技术和设计创新战略制定的前置影响，以及外部制度压力和企业内部促销战略在绿色产品创新战略转化为企业绩效过程中的作用影响，构建了绿色环境意识下的企业绿色产品创新战略转化为企业绩效的机制模型。简而言之，本研究既探讨了绿色产品创新战略的吸收机制，也探讨了绿色产品创新战略的转化机制。对吸收机制的研究，帮助企业从绿色环境意识出发，选择制定合适的绿色产品创新战略，包括绿色产品技术创新战略和绿色产品设计创新战略；对转化机制的研究，促进企业有计划、有目的地进行绿色产品创新来改善和提高企业绩效，也有助于解释企业是否实施绿色产品创新战略对其所获得的竞争优势和财务绩效方面产生的差异。 本研究考虑到企业制定实施绿色产品创新战略内外部驱动力的作用因素时，选取了外部制度压力和内部促销战略作为企业绿色产品创新战略的匹配效应。其原因是：企业外部的制度压力是企业制定实施绿色产品创新战略的外部强制力和推动力，它对包括企业在内的所有组织行为都具有正式与非正式压力。它强制企业达到并符合统一的污染控制标准和环境规制标准，督促、激励企业进行绿色产品的技术革新和绿色产品的设计创新；迫使企业采用业界绿色环保的做法、规范和标准，是企业绿色产品技术和设计创新战略实施的直接推动力。同时，它还促使企业模仿行业中成功企业或其竞争企业的行为进行绿色产品创新战略调整，包括绿色产品技术创新和绿色产品设计创新战略的制定实施，以实现企业绩效的提升；企业内部采用的促销战略与企业绿色产品创新战略之间的匹配也最为有效，因为促销的实质是买卖双方之间的沟通活动，营销者传递企业及产品的各种刺激消费的信息给受众、消费者、读者或用户，吸引或说服他们购买产品，以期达到增加销售量的目的。基于研究的需求，本文选用人员推动式促销和广告拉引式促销两种战略来进行探讨。 人员推动式促销是一种非常有效的促销方法，通过利用推销人员面对面与顾客接触、交谈，劝说顾客购买，被视作最有效的促销方法。而绿色设计创新产品的专业性和服务性都很强，它要求推销人员既要动员和说服顾客，还要依据顾客需求和收入的实际情况，帮助顾客选择合适的绿色产品设计方案，也为企业提供绿色产品设计创新的思路，还为顾客或用户耐心解答所提问题。随着互联网IT时代的发展，企业绿色产品创新战略与广告拉引式促销战略的匹配，促使企业利用互联网广告促销工具，包括网站广告、网络广播广告、网络电视广告等，发布绿色技术创新和设计创新产品的信息，由单项传播变为互动传播，速度更快、范围更广。这种跨越空间和地域的传递方式，把绿色技术创新和设计创新的产品信息传递给受众，不仅扩大了绿色产品品牌和企业的知名度、刺激销售额提升，获取绿色产品市场的良好口碑，也更加成功地让渡了顾客的产品价值，提高品牌资产价值等，最终提升了企业绩效。 而战略匹配在战略制定和市场营销的理论研究中极其重要，并且是企业在寻求竞争优势过程中用以获取管理政策和竞争优势流程能力之间的契合与一致性。立足于此观点，企业绿色产品创新与外部制度压力和内部促销战略的匹配也许能够产生良好的企业绩效。尽管单个战略本身也可以促进绩效的提升，但二间的匹配也可以较好地诠释和说明企业间绩效的差异程度和水平。学者们断言，不同类型战略间的动态匹配相互影响，以及它们之间的有效匹配对企业绩效能够产生极好的效果。所以，企业理应进行绿色产品创新和制度压力、促销战略间有效匹配的尝试。 本文围绕上述研究主题开展了如下工作：第一，从理论研究及企业管理实践的视角阐述了具有绿色环境意识的绿色产品技术和设计创新战略的研究背景、研究目的、研究意义、实践价值、研究方法和技术路线。第二，围绕研究主题总结回顾了绿色环境意识、文化智力、绿色产品创新战略、制度压力和促销战略、企业绩效等的相关文献和理论，为本文后续研究的开展打下坚实的理论基础。第三，在回顾和梳理文献、理论的基础上，把受管理者绿色环境意识影响下的企业产品创新战略分为绿色产品技术和绿色产品设计创新战略，把外部制度压力分为规制压力、规范压力和模仿压力，将企业内部促销战略分为人员推动式促销和广告拉引式促销战略，把企业绩效划分为营销绩效、环境福利绩效和财务绩效。在此基础上，构建了本文的整体概念模型并提出研究假设。第四，研究整体调研流程的设计，详细界定调研对象和进行样本选取；对本研究所需的初始量表进行开发设计，然后开展预调研。紧接着，进行修正和补充量表，以获得本次调研的最终量表；对本研究的详细调研过程进行介绍，同时，为后续的实证研究分析方法打下坚实基础。第五，根据调研所获得的数据分析样本企业的特征，进行各变量的描述性统计分析和量表测量问项的验证性因子分析；最后，进行层级回归分析来检验本文的研究假设，以获得本研究所有最终的实证结果。 在以上研究工作的基础上得出本研究的结论：第一，企业管理者绿色环境意识促进企业绿色产品创新战略的制定、实施，是企业绿色战略动机的前置基础。第二，企业管理者的文化智力会影响其绿色环境意识对企业绿色产品技术和设计创新战略实施的有效性，并且两种战略选择会因企业管理者文化智力的高低而产生差异化影响。第三，绿色产品技术创新和绿色产品设计创新战略的制定实施对企业绩效的改善侧重点不同。企业绿色产品技术和设计创新战略的实施直接促进了企业营销绩效和环境福利绩效的提升，但是，却不会直接作用于企业财务绩效。第四，企业绿色产品技术和设计创新战略实施的有效性受到外部制度压力的影响，而且战略绩效也因制度压力的类型不同而产生差异化影响：仅仅对企业营销绩效和环境福利绩效直接产生影响，而不能对企业财务绩效产生直接的作用，还需要通过企业营销绩效和环境福利绩效进一步转化形成。第五，企业绿色产品技术和设计创新战略实施的有效性还受到企业自身制定的促销战略的影响，而且战略绩效因受到不同类型的促销战略会产生差异化影响：仅仅对企业营销绩效和环境福利绩效直接产生影响，而不能对企业财务绩效产生直接的作用，还需要通过企业营销绩效和环境福利绩效进一步转化形成。第六，企业营销绩效和环境福利绩效将进一步转化为企业的财务绩效。企业营销绩效对财务绩效具有积极影响，企业环境福利绩效也对财务绩效具有正向促进作用。 本研究的理论贡献主要有：第一，以重度污染行业企业为样本，探究了企业管理者在产品技术和设计创新方面的绿色环境意识，以及它对企业绿色产品创新战略制定实施的影响，丰富了绿色产品创新方面研究的理论知识体系。第二，本研究从绿色消费时代的企业管理者绿色环境意识和文化智力为出发点，探究绿色环境意识对企业绿色产品技术创新和绿色产品设计创新战略的前置影响，丰富补充了企业战略管理方面的理论知识体系。第三，本研究探讨分析了两种不同类型的绿色产品创新战略，即企业绿色产品技术创新战略和绿色产品设计创新战略产生的战略层面的差异化绩效，使得企业战略管理方面的理论知识体系得到丰富补充。第四，从企业所处外部制度压力和企业内部促销战略的视角提出绿色环境意识转化效果的情境因素，进一步强化认识了企业绿色产品技术创新战略和绿色产品设计创新战略，也丰富了战略匹配的理论知识体系。
英文摘要：	In the nearly two decades since the long river of human history entered the 21st century, for any organization, business, and consumer, global environmental protection and green consumption have become important themes and future development trends of this era. We live together in a "global village". The relevant environmental protection and green consumption data published by the United Nations Environment Programme and the Global Green Data Center show that the green consumer market was approximately US $ 23.41 billion in 2014 and increased to US $ 95.66 billion in 2020. Green consumption market's compound annual growth rate is 26.44%. In 2019, Greenpeace International predicts that people's demand for green consumption will continue to rise in the next 3 to 5 years. Some important environmental protection and green consumer products, including environmentally friendly electric vehicles, pure green non-polluting organic agricultural products, green environmentally friendly comfort furniture, green appliances such as Freon-free refrigerators and non-radiation televisions, and green cotton and linen clothing; Also, 3D printing from old materials to new materials science is widely used in many industrial fields. These have greatly promoted the popularization and application of green consumption in social production and life under the awareness of environmental protection, and greatly improved people's green and healthy living standards, reduced the consumption of earth resources, and benefited children and grandchildren. The consequent phenomenon of corporate economic management is that the environmental awareness and cultural intelligence of corporate managers have increased. Corporate managers have begun to adapt to the trend of the green environment and actively promote corporate selection, formulate and implement green product innovation strategies, and have the courage to assume green environmental responsibility and acquire the environment Welfare performance, marketing performance and financial performance, promote sustainable development of the enterprise. However, how do companies use green product technologies and design innovation strategies with green environmental awareness to create a competitive advantage? In addition, how to successfully transform this green product innovation strategy with green environmental awareness into excellent performance of the company? As the world increasingly attaches importance to protecting the earth, cherishing green resources, and forming an environment and trend of green consumption, the theoretical research community and the field of management practice have begun to pay attention to the study of such issues. Sharma (2000), Egri and Herman (2000), Dhaliwal DS, et al (2011), Tseng, ML, et al (2013), and Burki (2017) all agree that business managers with green environmental awareness tend to be green innovation with an active support and open-minded attitude. Green environmental awareness of managers helps companies to code and integrate the information resources they have acquired, absorbs the use of internal and external knowledge of companies to serve green innovation, and actively promotes the development and implementation of green product innovation strategies for companies to respond to environmental issues and Green development opportunities. However, what is the difference between the green environmental awareness of enterprise managers and the development and implementation of green product technology and design innovation strategies? After the company formulates and implements green product technology and design innovation strategies, it will produce different performance differences. These issues should be explore in further detail. That is to say, how to successfully transform the green product technology and design innovation strategy of a company with a green environment awareness into the company's excellent performance needs to be further studied. In the view of this, the theme of this research is to start from the green environmental awareness and cultural intelligence of corporate managers, which based on green product innovation strategies and promotion strategies, green environmental awareness, corporate performance, cultural intelligence, and external institutional pressures, strategic matching, etc. In addition, combining with in-depth interviews with enterprises in heavily polluting industries, this research explored the pre-impact of green environmental awareness and cultural intelligence of corporate managers on the formulation, implementation of green product technology and design innovation strategies, as well as external institutional pressures and internal promotions. The role of strategy in the process of transforming green product innovation strategies with green environmental awareness into corporate performance. A mechanism model of green product innovation strategies with green environmental awareness has transformed into corporate performance. In short, this study explores both the absorption mechanism of green environmental awareness and the transformation mechanism of green environmental awareness. The study on absorption mechanism helps enterprises to choose and formulate appropriate green product innovation strategies, including green product technological innovation strategies and green product designed innovation strategies, from the perspective of green environmental awareness. The research on the transformation mechanism can promote enterprises to carry out green product innovation in a planned and purposeful way to improve and improve enterprise performance, and help to explain the difference between the implementation of green product innovation strategy and the competitive advantage gained by enterprises and the financial performance. The main reason why this study chose external system pressure and internal promotion strategy as the matching effect of the company's green product innovation strategy is that it takes into account the internal and external driving forces of the company's development and implementation of the green product innovation strategy. Among them, the external institutional pressure of an enterprise is the external coercive force and driving force for the enterprise to formulate and implement a green product innovation strategy. It has formal and informal pressures on all organizational behaviors, including enterprises. It compels enterprises to meet and conform to unified pollution control standards and environmental regulatory standards. It urges and motivates enterprises to carry out technological innovations and design innovations of green products. Apart from that, it forces enterprises to adopt industry environmental protection practices, specifications and standards, which are enterprise green products. The direct driving force behind the implementation of technology and design innovation strategies. Meanwhile, the system pressure encourages companies to imitate the behaviors of successful companies or their competitors of the industry, which in order to make green product innovation strategy of adjustments, including the formulation and implementation of green product technology innovation and green product design-innovation strategies that improve corporate performance. The matching between the promotion strategy adopted by the company and the company's green product innovation strategy is also the most effective. Because the essence of the promotion is the communication between the buyer and the seller, and the marketer transmits various consumer-stimulating information about the company and products to the audience, Consumers, readers, or users, attract or persuade them to buy products in order to increase sales. Based on the needs of the research, this article chooses two strategies: personnel-driven promotion and advertising pull promotion. Personnel promotion is a very effective method of promotion, using sales personnel to meet and talk with customers face-to-face, persuading customers to buy. This method is regarded as the most effective promotion method. Green design and innovative products are highly professional and serviceable. It requires salespeople to mobilize and persuade customers, and to help customers choose appropriate green product design solutions based on the actual needs and income of customers. Provide innovative ideas for green product design, and patiently answer questions for customers or users. With the development of the Internet IT era, the matching of corporate green product innovation strategy and advertising pull promotion strategy has urged companies to use internet advertising promotion tools, including website advertising, web radio-advertising, web TV advertising, etc., to launch green innovative products. The information from the single to interactive transmission, faster and wider. This transmission method, spans space and region, passes the information of green technological and design innovative products to the audience, not only expands the popularity of green product brands and companies, stimulates sales growth, gains a good reputation in the green product market, but also successfully transfers. The value of customers' green and innovative products, the value of brand equity, etc., ultimately improved corporate performance. Strategic matching is extremely important in the theoretical research of strategy formulation and marketing, and it is the fit and consistency between companies to obtain management policies and competitive advantage process capabilities in the process of seeking competitive advantage. Based on this view, the matching of corporate green product innovation with external institutional pressures and internal promotion strategies may be able to produce good corporate performance. Although a single strategy can also promote performance improvement, the matching between the two can better explain and explain the degree and level of performance difference between enterprises. Scholars assert that the dynamic matching between different types of strategies and the effective matching between them can produce good performance for corporate performance (Venkatraman & Camillus, 1984). Therefore, enterprises should try to effectively match green product innovation, system pressure, and promotion strategies. Focusing on the above research topics, this research has carried out the following research work: First, from the perspective of corporate management practice and theoretical research, the background, research purpose, research significance and practice of green product technological and designed innovation strategy research with green environmental awareness are explained Values, research methods and technical routes. Second, based on the research topics, we reviewed and reviewed relevant literature and theories on green environmental awareness, cultural intelligence, green product innovation strategies, institutional pressures and promotion strategies, corporate marketing performance, environmental welfare performance, and financial performance. Lay a theoretical foundation. Third, based on the review of the literature theory, the product innovation strategies of companies with green environmental awareness is divided into green product technological and green product designed innovation strategies, external institutional pressures are divided into regulatory pressure, regulatory pressure, and imitation pressure. The company's internal promotion strategy is divided into personnel-driven promotion and advertising pull promotion strategy, and corporate performance is divided into marketing performance, environmental welfare performance and financial performance. On this basis, the overall conceptual model of this paper is constructed and research hypotheses are put forward. Fourth, the overall design of the research process, the research objects (respondents and subjects) and sample selection for a detailed definition; Develop and design the initial scale required by this study, and then conduct a preliminary survey. On this basis, supplement and modify the scale, as so as finally obtain all the formal scales of this study. The whole research process of this study is introduced in detail and a solid foundation is laid for the following empirical research and analysis methods. Fifth, according to the data obtained from the survey, analyze the characteristics of the sample companies, perform descriptive statistical analysis of each variable, and analyze the scale to measure the confirmatory factors of the question items. Finally, perform a hierarchical regression analysis test of the research hypothesis, which is in order to obtain the cost full empirical results of the study. Based on the above research work, the research conclusions of this study: First, the green environmental awareness of corporate managers to promote the formulation and implementation of corporate green product innovation strategies is the prerequisite foundation for corporate green strategy motivation. Second, the cultural intelligence of business managers will affect the effectiveness of green environmental awareness in the implementation of green product technology and design innovation strategies, and the level of cultural intelligence will have a differential impact on the two strategic choices. Third, the formulation and implementation of green product technological innovation and green product designed innovation strategies have different emphasis on improving corporate performance. The implementation of corporate green product technology and design innovation strategy directly promoted the improvement of corporate marketing performance and environmental welfare performance, but it did not directly affect corporate financial performance. Fourth, the external institutional pressure on the company affects the effectiveness of the implementation of green product technology and design innovation strategies, and different types of institutional pressure will have a differential impact on strategic performance: It only directly affects corporate marketing performance and environmental welfare performance. It cannot have a direct effect on the financial performance of the enterprise, and it needs to be formed through further transformation of corporate marketing performance and environmental welfare performance. Fifth, the promotion strategyof the company affects the effectiveness of the implementation of green product technological and designed innovation strategies. Moreover, different types of promotion strategies will have a differential impact on strategic performance: only for corporate marketing Performance and environmental welfare performance have a direct impact, but cannot have a direct effect on the financial performance of the enterprise. It also needs to be formed through further transformation of corporate marketing performance and environmental welfare performance. Sixth, corporate marketing performance and environmental welfare performance will be further transformed into corporate financial performance. Corporate marketing performance has a positive impact on financial performance, and corporate environmental welfare performance has a positive effect on financial performance. The theoretical contributions of this research are as follows: First, taking the heavily polluting industries as a sample, it explored the green environmental awareness of product managers and product design innovations, and its impact on the formulation and implementation of green product innovation strategies, and enriched the theoretical knowledge system of green product innovation research. Second, this study starts from the green environmental awareness and cultural intelligence of business managers in the era of green consumption, and explores the pre-impact of green environmental awareness on corporate green product technological innovation and green product design innovation strategy; making the strategic management. The theoretical knowledge system has been enriched. Third, this research analyzes and explores two different types of green product innovation strategies, namely, the differentiated corporate performance generated by the green product technological innovation strategy and the green product designed innovation strategy at the strategic level, so that the theoretical knowledge system of corporate strategic management is obtained Rich supplement. Fourth, from the perspective of the external system pressure of the enterprise and the internal promotion strategy of the company, the situation factors of the transformation effect of green environmental awareness are put forward, which further strengthens the understanding of corporate green product technology innovation and green product design innovation strategy, and enriches strategic matching. System of theoretical knowledge.
查看全文：	预览  下载(下载需要进行登录)