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论文编号：	11944
作者编号：	1120140808
上传时间：	2020/9/15 12:14:34
中文题目：	基于营销视角的商业模式创新与组织绩效关系研究
英文题目：	The Relationship between Business Model Innovation and Organizational Performance from the Perspective of Marketing
指导老师：	张永强
中文关键字：	商业模式创新；营销组合；组织绩效；元分析
英文关键字：	Business model innovation; marketing mix;organizational performance;meta-analysis
中文摘要：	信息时代的到来使得商业模式创新成为企业管理领域创新的重要研究方向，以往的研究多是从战略管理的视角来进行商业模式创新的研究，而本研究从现代市场营销组合的视角出发，通过现代市场营销组合对企业价值链产生的影响，来探讨商业模式创新对企业组织绩效表现的作用。因为商业模式创新对企业组织的绩效影响已经被国内外众多学者深入研究过，因此本研究采用元分析结构方程的实证研究方式对现有研究结果作出阶段性汇总分析，再通过案例研究方法对研究结果进行论证和检验。本研究在价值链理论，系统理论和现代市场营销组合理论的基础上，对研究目标进行了理论解构，在对57篇文献和16308个样本数据使用了元分析结构方程的实证检验方式的分析了在现代市场营销组合视角下的商业模式创新对企业组织绩效的影响，验证了基于现代市场营销组合下的商业模式创新提升企业组织绩效的路径，揭示了“现代市场营销组合→商业模式创新→企业组织绩效”关系背后的作用机制。在案例研究阶段，本研究通过案例的演化发展，揭示了以现代市场营销组合为起点的商业模式创新对提升企业组织绩效的管理方法作用过程。本研究的主要发现和结论包括如下几点：第一，现代市场营销组合与商业模式创新相互影响，经过本研究分析认为，现代市场营销组合对企业的价值链有影响，而商业模式创新的本质即是价值链的创新，因此企业组织的商业模式创新分析角度可以更加多元化，将现代市场营销组合纳入商业模式创新过程的考量是有价值的研究和实践方向。第二，本研究通过采用元分析结构方程的实证方法对现阶段相关研究结果进行的阶段性汇总认为，商业模式创新对于组织绩效是具有显著的正向影响效果，在不同类型的商业模式创新中，效率型商业模式创新对财务绩效的影响最大，而新颖型商业模式创新对效率型商业模式创新的影响最小。第三，本研究依托商业模式创新在现代市场营销组合与组织绩效间起到的中介作用作为研究切入，通过对大量文献的元分析结构方程实证考证与跨案例研究的对比总结，充分证明了商业模式创新在现代市场营销组合影响企业组织绩效中起到的非常巨大的中介作用。本研究的理论价值和创新点主要体现在以下两方面：第一，本研究不同于战略管理理论中强调的“目标—行为—绩效”逻辑，发现在商业模式创新情境下，市场营销与商业模式创新之间存在互补关系，针对普通的“目标—行为—绩效”研究逻辑，添加了从营销结果与顾客需求出发的互动行为关系及其启示的理论解释。第二，本研究揭示了现代市场营销组合不同维度借助企业价值创造的机制作用于商业模式创新的路径与逻辑，验证了商业模式创新在现代市场营销组合与企业组织绩效的中介效应，丰富了有关市场营销和企业组织绩效之间的关系研究。
英文摘要：	The advent of the information age has made business model innovation an important direction of innovation in the field of corporate management. Previous studies have mostly conducted business model innovation studies from the perspective of strategic management, while this research starts from the perspective of modern marketing mix through modern market The impact of marketing mix on the value chain of an enterprise is to explore the effect of business model innovation on the performance of an enterprise’s organization. Because the impact of business model innovation on corporate performance has been deeply studied by many scholars at home and abroad, this study uses meta-analysis structural equation empirical research methods to make a staged summary analysis of existing research results, and then adopt cross-case research methods Demonstrate and test the research results. Based on the value chain theory, system theory, and modern marketing mix theory, this research has carried out a theoretical deconstruction of the research objectives. Based on the empirical analysis of 57 documents and 16,308 sample data, the business under the perspective of modern marketing mix The impact of model innovation on corporate organizational performance verifies the path of business model innovation based on modern marketing mix to improve corporate organizational performance, and reveals the mechanism behind the relationship of "modern marketing mix→business model innovation→corporate organizational performance". In the cross-case study stage, this study reveals the evolution process of management methods for improving corporate organizational performance by business model innovation starting from modern marketing mix by copying comparisons between cases. The main findings and conclusions of this research include the following: First, the modern marketing mix and business model innovation influence each other. According to the analysis of this research, modern marketing mix has an impact on the value chain of an enterprise, and the essence of business model innovation is the innovation of the value chain. Therefore, the business organization of enterprises Model innovation analysis angles can be more diversified, and the consideration of incorporating modern marketing mix into the business model innovation process is a valuable research and practical direction. Second, this study uses the meta-analysis structural equation empirical method to summarize the relevant research results at this stage. It is believed that business model innovation has a significant positive effect on organizational performance, and it is used in different types of business model innovation. , Efficiency business model innovation has the greatest impact on financial performance, while novel business model innovation has the least impact on efficiency business model innovation. Third, this research relies on the intermediary role played by business model innovation in modern marketing mix and organizational performance as a research entry. Through the meta-analysis structural equation empirical research of a large number of documents and the comparison and summary of cross-case studies, it fully proves the business Mode innovation plays a very huge intermediary role in the influence of modern marketing mix on corporate organizational performance. The theoretical value and innovation points of this research are mainly reflected in the following two aspects: First, this research is different from the "target - behavior - performance" logic emphasized in strategic management theory. It is found that in the context of business model innovation, marketing and business model There is a complementary relationship between innovations. Aiming at the common " target - behavior - performance" research logic, a theoretical explanation of the interactive behavior relationship and its enlightenment starting from marketing results and customer needs is added. Second, this research reveals the path and logic of business model innovation in different dimensions of modern marketing mix using the mechanism of corporate value creation, and verifies the intermediary effect of business model innovation in modern marketing mix and corporate organizational performance, and enriches the relevant Research on the relationship between marketing and corporate organizational performance.
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