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论文编号：	4177
作者编号：	1120090700
上传时间：	2012/6/5 9:29:05
中文题目：	中国跨国企业获取的海外营销资产转化为绩效的实证研究
英文题目：	An Empirical Study on Transformation of Overseas Marketing Assets Acquired by Chinese Multinational Corporations into Firm Performance
指导老师：	吴晓云
中文关键字：	中国跨国企业，对外直接投资，海外营销资产，企业绩效，组织能力
英文关键字：	Chinese multinationals, foreign direct investment, overseas marketing assets, enterprise performance, corporate capabilities
中文摘要：	近年来，在国家“走出去”政策的指引下，中国企业对外直接投资快速增长，其中，相当一部分企业选择发达国家市场作为投资东道国，并把从这些市场获得具有战略价值的营销资产作为重要投资动机之一，试图利用这些获得的营销资产提高企业的全球竞争力。但是，其中只有一部分企业从获得的营销资产中受益，还有相当一部分企业并没有能够利用这些营销资产提高绩效水平，表明海外营销资产转化为企业绩效有复杂的实现机制。现有与海外营销资产如何转化为绩效这一问题密切相关的两个理论领域—跨国企业资产寻求战略研究和营销资产研究都不能给出充分地解释。具体来说，现有营销资产理论缺乏在国际化背景下，关于外部的整合营销资产对绩效影响的研究；而现有资产寻求战略理论也缺乏从营销资产视角，分析新兴市场跨国企业独特的资产寻求战略实现机制的实证研究。所以，我们在现有理论的基础上，通过演绎逻辑建立本研究的理论框架，来解释中国企业利用海外营销资产提升竞争力的现象。具体的，我们以中国跨国企业在海外市场获得的整合营销资产做为研究切入点，通过界定和分析这些资产的属性和分类，深入分析这些海外营销资产对中国跨国企业海内外两个市场的绩效的影响，并站在能力的视角，进一步分析三种关键能力在营销资产转化为跨国企业绩效的过程中产生影响的机理，从而最终揭示中国跨国企业在海外市场获得的营销资产转化为绩效的机制。 概括来说，本研究主要进行了四个方面研究工作。（1）全面系统地搜集并梳理营销资产理论和资产寻找战略理论两大研究领域的重要文献。（2）在文献回顾的基础上，通过系统分析三种关键能力的属性和作用机制，以资源基础理论和动态能力理论为依据，构建了中国跨国企业获得的海外营销资产的绩效转化机制整体概念模型。在概念模型的基础上，通过理论推导发展了海外营销资产、三种关键能力和两个市场绩效等变量之间关系假设。（3）在对相关实证文献进行系统梳理的基础上提取测量题项，并通过倒译、焦点小组讨论、预测试等一系列步骤，开发海外营销资产、三种关键能力和两个市场绩效等变量的测量量表。（4）通过规模问卷调研获得154个有效样本数据，在通过验证性因子分析确定变量的信度和效度的基础上，基于海外营销资产的直接效应模型和有中介的调节效应整体实证模型，检验了本研究发展的全部假设并进行了分析。通过这些研究工作，本研究得出五个方面的主要结论。（1） 海外营销资产本身的价值越高，越有利于中国跨国企业对外直接投资后的绩效提升。具体来说，关系型营销资产对海内外两个市场绩效变化都有直接正向影响，知识型营销资产仅对海外市场绩效变化产生直接正向影响。另外，关系型营销资产对海外市场绩效的影响大于知识型营销资产对海外市场绩效的影响。（2） 两类海外营销资产的交互作用有利于提升中国跨国企业对外直接投资后的海外市场绩效。具体来说，关系型营销资产和知识型营销资产分别代表由外到内和由内到外的两类属性的资产，在对绩效产生影响的过程中，关系型营销资产促进了知识型营销资产向绩效的转化，知识型营销资产也促进了关系型营销资产向绩效的转化。（3） 吸收能力和营销能力的中介效应是海外营销资产转化为企业绩效的主导机制。具体来说，吸收能力和营销能力中介关系型营销资产对海内外两个市场绩效的影响，吸收能力和营销能力也中介知识型营销资产对海外市场绩效的影响，两类营销资产的交互效应也通过吸收能力和营销能力的中介转化为海外市场的绩效。因为中介效应的假设全部成立，而调节效应假设仅有一个得到部分支持，所以，在海外营销资产转化为企业绩效的过程中，吸收能力和营销能力的中介效应是主导机制。（4）生产能力对关系型营销资产与国内市场绩效间关系的正向调节作用比较弱，其中起显著作用的是成本维度。（5）吸收能力和营销能力的中介效应与生产能力的弱调节效应各自独立发挥作用。换句话说，生产能力的弱调节效应并不需要通过吸收能力或营销能力的中介发挥作用。本研究的理论创新主要体现在以下三个方面：（1）以海外营销资产为研究切入点，构建了海外营销资产转化为企业绩效的机制模型并进行实证检验，就海外营销资产如何转化为企业绩效的问题给出了完整的理论解释。（2）站在能力视角，基于能力对资产进行配置的本质属性，分析了海外营销资产转化为企业绩效的理论机制。（3）分析了海外营销资产的独特属性和类别，并检验了这些独特属性和类别对其转化为绩效的影响。具体来说，首先，本研究在整合的基础上，把海外营销资产划分为知识型营销资产和关系型营销资产，并检验了两类营销资产对海内外两个市场绩效的不同影响，及其在转化为企业绩效过程中的交互作用。其次，提出海外市场营销资产是具有外部属性和国际化属性的资产，检验了这些属性对其转化为企业绩效的影响。最后，根据研究结论，我们建议政府继续支持企业“走出去”，同时要规范企业对外直接投资的行为。另外，我们还建议中国企业在对外直接投资的过程中，应该遵循资产选择、能力匹配、动态调整、市场兼顾等四个基本原则，以更加有效地利用海外营销资产提高企业的竞争力。
英文摘要：	In recent years,national “going out”policy guides Chinese foreign direct investment rapid growth. A considerable part of business choose the markets of developed countries as an investment host country.And acquiring the strategic marketing assets from these markets and trying to use these marketing assets to improve the global competitiveness is an important motivation of investment of these enterprises. However, only part of the business benefit from access to marketing assets,and there is a considerable part of the business having not been able to take advantage of these marketing assets to improve performance level,which indicates overseas marketing assets are transformed into enterprise performance through complex mechanism. This phenomenon is closely related to two theoretical fields-multinational Asset-Seeking strategy research and marketing assets research, but these theory can not give a full explanation. Specifically, the existing marketing assets theory lacks of research about the impact of integrated outside marketing assets on performance in the international context; existing Asset-Seeking strategy theory lacks of the analysis of the unique achieve mechanism of emerging market multinationals’ Asset-Seeking strategy from a marketing assets perspective. Therefore, on the basis of existing theory,we establish the theoretical framework to explain the phenomenon of the Chinese enterprises taking advantage of overseas marketing assets to enhance their competitiveness in the light of deductive logic. Specifically, integrated marketing assets acquired by Chinese multinationals in overseas market as a research entry point, through defining and analyzing the properties and classification of these assets,we in-depth analyze the impact of overseas marketing assets on both domestic and international markets performance. And from the ability perspective,we further analyze the role of the three key competencies in the course of overseas marketing assets being transformed into the performance. Ultimately, we reveal the conversion mechanism of marketing assets acquired by Chinese multinationals in overseas markets into the performance . In summary, this study includes four aspects of work:(1) We widely collect important documents on marketing asset theory and Asset-Seeking strategy theory.(2)On the basis of literature review, through systematic analysis of the properties and mechanism of action of three key capabilities, on the basis of resource-based theory and the theory of dynamic capabilities,we build a overall concept model of conversion mechanism of overseas marketing assets acquired by Chinese multinationals into performance. on the basis of the conceptual model, Through theoretical analysis,we develop sixteen assumptions about the relationships between overseas marketing assets, the three key capabilities and market performance variables (3) Extracting the measurement items in the relevant empirical literature, and through a series of steps,including down translation, focus group discussions, pre-testing,etc,we develop measurement scales of overseas marketing assets, the three key capabilities and markets performance variable.(4) We get 154 samples,through large-scale questionnaire survey. Firstly, we test reliability and validity of the variables,secondly,we test assumptions in the study and analyze results,based on the direct effects model and mediated moderator effect empirical model. Through these jobs, this study draws five main conclusions:(1)The higher the value of overseas marketing assets are,the more improvement in performance Chinese multinationals acquire. Specifically,relational marketing assets have a direct positive effect on performance changes in the home markets and overseas markets; Intellectual marketing assets only have a direct positive effect on performance changes at overseas markets; In addition, the effect of relational marketing assets to overseas market performance is greater than the effect of Intellectual marketing assets.(2) The interaction of the two types of overseas marketing assets are conducive to enhance the performance of foreign direct investment of Chinese multinationals in the overseas markets. Specifically, relational marketing assets and Intellectual marketing assets are on behalf of two types of assets.the former are from outside to inside,the latter are from inside to outside. Relational marketing assets promote the performance conversion of Intellectual marketing assets,at the same time, Intellectual marketing assets also contribute to the transformation of relational marketing assets into the performance.(3) The mediating effects of absorptive capabilities and marketing capabilities are the dominant conversion mechanism of the overseas marketing assets into performance. Specifically, absorptive capabilities and marketing capabilities mediate the relationships between relational marketing assets and two market performance. Absorptive capabilities and marketing capabilities also mediate the relationships between Intellectual marketing assets and overseas market performance. The interaction effects of two types of marketing assets to overseas market performance also are mediated by absorptive capabilities and marketing capabilities.Because all of assumptions of mediating effects are supported,and only one assumption of moderating effect is partially supported,we believe the mediating effects are the dominant conversion mechanism.(4) Production capabilities positively moderate the relationships between relational marketing assets and domestic market performance.But the moderating effect is relatively weak and the cost dimension plays a significant role.(5) The mediating effects of absorptive capabilities and marketing capabilities and the moderating effect of production capabilities independently play a role.In other words, the weak moderating effect of the production capabilities is not mediated by absorptive capabilities or marketing capabilities. The theoretical innovation of this study is mainly embodied in following three aspects:(1) Marketing assets acquired by Chinese multinationals in overseas market as a research entry point, we build and test the theoretical model of overseas marketing assets being transformed into corporate performance,and give a complete theory explanation on how overseas marketing assets being transformed into corporate performance. (2)From capabilities perspective, based on assets configuration properties of capabilities,we develop the theoretical model of overseas marketing assets being transformed into corporate performance. (3)Analyzing the unique attributes and categories of the overseas marketing assets, and test their impact on performance. Specifically, firstly, we divide overseas marketing assets into two types based on literature searching, namely, Intellectual marketing assets about the cognition of corporate on external stakeholders and relational marketing assets about cognition of external stakeholders on the corporate.And we explore the interaction of the two types of marketing assets and their different impact on two market performance. Secondly,we put forward overseas marketing assets are from outside the corporates, and test the impact of such external properties and international properties on transforming these assets into business performance. Finally, according to research findings, we suggest that the government should continue to support enterprises "going out", and at the same time, regulate the behavior of foreign direct investment.In addition, we also suggest that in the process of foreign direct investment, Chinese enterprises should follow—assets choice, abilities match, dynamic adjustment,two markets taken into account—the four basic principles to more effectively take advantage of overseas marketing assets to improve the competitiveness of enterprises.
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