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论文编号：	12868
作者编号：	1120170885
上传时间：	2021/12/13 10:12:42
中文题目：	文化嵌入视角下中国跨国企业复合式营销能力构建机制及其对国际市场响应性影响研究
英文题目：	Research on the Construction Mechanism of Compositional Marketing Ability of Chinese Multinational Enterprises and Its Influence on International Marketing Responsiveness from Cultural Embeddedness Perspective
指导老师：	许晖教授
中文关键字：	中国跨国企业；文化嵌入；复合式营销能力；跨境共享；国际市场响应性
英文关键字：	Chinese International Enterprises; Cultural Embedding; Compositional Marketing Ability; Cross-Border Sharing; International Market Responsiveness
中文摘要：	伴随着全球经济和政治格局的深刻变化，以中国为典型代表的新兴经济体跨国企业逐渐成为全球贸易发展的新引擎。面对科技飞快发展、信息爆炸、顾客消费文化更为多元的国际市场，中国跨国企业正在从追赶到超越追赶，甚至步入国际前沿，在国际化过程中亟需培育快速适应复杂动态环境的国际营销能力、为不同文化背景的顾客创造价值以持续获取竞争优势。事实上，相比于欧美等发达经济体跨国企业，由于中国跨国企业国际化起步较晚，其所面临的国际市场运营环境将更为复杂、投资区位的空间分离程度更大且目标客户的消费文化也更为多元，同时在东道国又面临着诸如负面形象标签、信任缺失、信息不对称等外来者劣势，使其在国际市场运营过程中面临更为严峻的约束困境。相应地，中国跨国企业在国际市场参与中所展现出来的商业关系发展模式以及独特的国际营销能力，对于其在境外市场运营中获得竞争优势和卓越绩效发挥了重要的作用。因此，中国跨国企业如何升级独特的国际营销能力应对多元文化背景并突破自身约束的瓶颈，以实现国际市场响应性成为当前提升中国跨国企业国际竞争力的关键所在。 现有文献已经探讨跨国企业国际营销能力的结构与关键驱动因素，及其对跨国企业国际化绩效的影响，为理解跨国企业海外市场营销实践提供了有益的理论洞见。然而，传统的国际营销理论架构于欧美等发达经济体跨国企业国际化实践的基础上，不能完全解释以中国为代表的新兴经济体跨国企业独特性行为，尤其是对于从文化视角切入中国跨国企业国际营销能力构建的探讨仍缺乏足够的关注。在文化嵌入方面，已有文献强调了文化嵌入在企业国际营销实践中的重要作用。但对于文化嵌入作为中国跨国企业国际营销能力构建的前因，其嵌入类型以及如何在不同嵌入方式之间配置营销资源与升级营销能力等问题有待进一步明确。事实上，国际市场复杂性的加速和有限的组织能力之间的差距要求重新思考跨国企业营销职能，在此情境下无疑增加了跨国企业营销管理的成本与协调难度，需要一种能够处理复杂跨境活动和资源组合过程的复合式营销能力，能体现出较快的整合速度、更高的生产效率以及更优的产品性价比特征，以增强对本土需求的响应性。但对于文化嵌入在其中发挥的驱动作用，以及复合式营销能力的构建机制及其对国际市场响应性的影响尚未给出有益的解释。 基于此，针对中国跨国企业国际营销的独特模式，本文构建并检验“文化嵌入—复合式营销能力构建—国际市场响应性”理论框架，揭示了中国跨国企业国际市场响应性的实现机理，所得出的研究结论主要包括：（1）文化嵌入是中国跨国企业国际市场响应性的重要驱动因素，其中内部嵌入与外部嵌入对于国际市场响应性不同维度均具有显著的正向影响；（2）基于过程视角，复合式营销能力构建划分为市场洞察、跨文化互动与竞争性适应三个维度，复合式营销能力构建不同维度对于文化嵌入与中国跨国企业国际市场响应性之间的作用关系具有差异化中介作用；（3）跨境共享对于文化嵌入与复合式营销能力构建、复合式营销能力构建与国际市场响应性之间调节作用有极大的差异性。本文将文化嵌入理论引入复合式营销能力研究中并拓展至跨境共享情境，能够弥补营销能力研究中对文化因素考量不足所造成的理论缺口，同时对中国跨国企业制定有效的国际市场响应性策略提供理论指导。 本文的理论贡献主要体现在以下四个方面：（1）基于价值与规范两个层面的内部文化嵌入与外部文化嵌入研究，分析了中国跨国企业文化嵌入模式及其对国际市场响应性的作用影响，在一定程度上响应了整合多元文化背景和企业行为多层次概念的呼吁；（2）对于中国跨国企业复合式营销能力构建机制的研究，充分挖掘和验证复合式营销能力的构建过程表现及其在文化嵌入与国际市场响应性之间的中介作用，避免沿用传统营销理论解构复合式营销能力所造成的理论偏差；（3）基于文化嵌入与复合式营销能力的交叉视角，挖掘了中国跨国企业国际市场响应性的实现路径，补充了现有文献对于中国跨国企业海外市场拓展绩效的衡量指标，为后续研究提供整合性的理论分析框架；（4）对于跨境共享的调节作用分析，推进文化嵌入视角下中国跨国企业复合式营销能力构建与国际市场响应性差异化关系的情境因素研究，拓宽跨境共享的解释边界并赋予中国跨国企业海外市场拓展新的研究情境。
英文摘要：	With the profound changes of the global economic and political pattern, the multinational enterprises of emerging economies, with China as the typical representative, gradually become the new engine of the development of global trade. Faced with the rapid development of science and technology, the information explosion, customer more diversified consumption culture in international markets, Chinese international enterprises are from catch-up to leading, even into the forefront of innovation, in the process of internationalization needing to foster rapid international marketing ability to adapt to the complex dynamic environment, creating value for customers of different cultural backgrounds to obtain continuous competitive advantage. In fact, compared with developed economies such as Europe and the United States multinational companies, due to the late start of internationalization of Chinese enterprises, they will face a more complex operating environment in the international market, a greater degree of spatial separation of investment location, and a more diversified consumer culture of target customers, at the same time in the host country facing outsiders disadvantage, such as negative image tag, the lack of trust, information asymmetry. It faces severe constraints in the process of international market operation. Accordingly, the development model of business relations and unique international marketing capabilities of Chinese enterprises in international participation play an important role in obtaining competitive advantages and excellent performance in overseas market operation. Therefore, how to upgrade the unique international marketing ability of Chinese international enterprises to cope with the multicultural background and break through the bottleneck of their own constraints, so as to achieve the responsiveness of the international market has become the key to improve the international competitiveness of Chinese international enterprises. Existing literature has explored the structure and key drivers of enterprises' international marketing capability, as well as its impact on enterprises' internationalization performance, providing useful theoretical insights for understanding international enterprises' overseas marketing practices. However, based on the internationalization practices of multinational enterprises in developed economies such as Europe and the United States, the traditional international marketing theoretical framework cannot fully explain the unique behavior of multinational enterprises in emerging economies represented by China, especially the discussion on the marketing ability of Chinese international enterprises from the cultural perspective is still insufficient. In terms of cultural embedding, existing literature emphasizes the important role of cultural embedding in enterprises' international marketing practice. However, as an antecedent to the construction of international marketing capabilities of Chinese international enterprises, the types of cultural embedment and how to allocate marketing resources and upgrade marketing capabilities among different embedment methods need to be further clarified. In fact, the gap between the accelerating complexity of the market and the limited organizational capacity requires a reconsideration of the marketing function of enterprises. Under this context, it undoubtedly increases the cost and coordination difficulty of marketing management of international enterprises, and requires compositional marketing capability that can handle complex cross-border activities and resource combination process. It can reflect the characteristics of faster integration speed, higher production efficiency and better product cost performance, so as to enhance the responsiveness to local demand. However, the driving role of cultural embeddedness, the construction mechanism of compositional marketing capability and its influence on international market responsiveness have not been explained. Based on this, aiming at the unique mode of International marketing of Chinese enterprises, this dissertation constructs and tests the theoretical framework of "cultural embeddedness—compositional marketing capability—international market responsiveness", and reveals the constructural mechanism of international market responsiveness of Chinese international enterprises. The research conclusions mainly include: (1) Cultural embeddedness is an important driving factor of Chinese firms' international market responsiveness, and both internal embeddedness and external embeddedness have significant positive effects on different dimensions of international market responsiveness; (2) Based on the process perspective, the construction of compositional marketing ability can be divided into three dimensions: market insight, cross-cultural interaction and competitive adaptation. Different dimensions of compositional marketing ability have differentiated mediating effects on the relationship between cultural embedment and the international market responsiveness of Chinese enterprises; (3) There are great differences in the moderating effects of cross-border sharing on cultural embedment and compositional marketing ability, compositional marketing ability and international market responsiveness. This paper introduces the theory of cultural embedment into the research of compositional marketing capability and extends it to the cross-border sharing context, which can bridge the theoretical gap caused by the consideration of cultural factors in the research of marketing capability and provide theoretical guidance for Chinese international enterprises to formulate effective market responsiveness strategies. Theoretical contribution of this dissertation is mainly manifested in the following four aspects: (1) based on the values and norms embedded in two levels of internal culture embedded and external culture embedded, the research analyaes the Chinese international enterprise culture embedded mode and its effect on the international market responsiveness, responsing to a certain extent, the integration of multicultural background and multi-level concept called for enterprise behavior; (2) Research on the compositional marketing capability of Chinese international enterprises, fully explore and verify the construction process of the compositional marketing capability, and the intermediary role between cultural embeddedness and international market responsiveness, and avoiding the theoretical deviation caused by using traditional marketing theories to deconstruct the compositional marketing capability; (3) Based on the cross perspective of cultural embeddedness and compositional marketing ability, this paper explores the realization path of the international market responsiveness of Chinese enterprises, supplements the measurement indicators of the overseas market expansion performance of Chinese international enterprises in the existing literature, and providing an integrated theoretical analysis framework for subsequent research; (4) To analyze the moderating effect of cross-border sharing, to promote the contextual factor research on the relationship between Chinese international enterprises' compositional marketing capability construction and responsive differentiation in international market from the perspective of cultural embedment, to broaden the interpretation boundary of cross-border sharing and give Chinese international enterprises a new research context for overseas market expansion.
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