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论文编号：	4934
作者编号：	1120090702
上传时间：	2012/12/27 9:44:09
中文题目：	国际化企业营销动态能力对竞争战略及绩效的影响研究——管理者国际化认知的调节作用
英文题目：	Study on the Influence of Marketing Dynamic Capability to Competition Strategy and Performance of International Enterprise——Moderating Effect of Managerial Internationalization Cognition
指导老师：	徐虹
中文关键字：	营销动态能力，竞争战略，竞争优势，国际化绩效，管理者国际化认知
英文关键字：	marketing dynamic capability, competitive strategy, competitive advantage, international performance, managerial international cognition
中文摘要：	在经济全球化的背景之下，越来越多的中国企业迈进了国际市场的大门，在此过程中，中国企业国际化的目的从资源导向、技术导向逐渐转变为市场导向和资本导向，国际化的模式也由单纯的产品出口升级为合资、直接投资和并购等深层次战略模式，这就意味着，中国企业与外国企业的竞争已经蔓延到了世界各地的各个角落，从依靠资源的价格优势蔓延到技术、管理、人才等全方面的竞争。虽然中国企业在世界舞台上的表演越来越精彩，但就制造业企业来说，在国际市场上的竞争力还差强人意。面对技术飞速发展、信息爆炸、顾客需求多样化的国际市场，中国制造业国际化企业表现出来的是缺乏快速适应复杂动态环境的能力、缺乏为不同文化背景的顾客创造价值的能力、缺乏持续获取竞争优势的能力，环顾那些在世界经济舞台上长袖善舞的企业，无一不是深知竞争哲学的强者，凭借着善于创造顾客价值的能力以及卓然的战略定位在竞争中取胜，在这些企业成功的背后，高层管理者对国际市场的远见卓识也不容小窥。因此，研究中国制造业国际化企业如何以营销动态能力应对市场需求变化、如何通过营销动态能力与竞争战略的匹配获得卓越的竞争优势及国际化绩效、管理者国际化认知如何影响企业的战略行为等问题是当前提升企业国际竞争力的当务之急。 营销是实现企业利润的战略环节，营销动态能力作为将动态能力应用于营销领域的新兴概念，阐释了企业在动态环境中以跨部门流程快速响应和创造顾客价值的有效性。本文从中国国际化企业的国际营销实践出发，探究了营销动态能力在企业中的具体表现，并结合当前竞争战略、绩效、管理者认知等方面的理论研究，确定了营销动态能力作为前置因素对企业国际市场竞争战略选择及实施效果的关系模型，管理者国际化认知因素的加入更便于从主观层面深入探析营销动态能力的作用效果。鉴于研究主题的需要和研究基础的薄弱，本文选择了嵌入式混合研究方法，以质化研究归纳总结出营销动态能力的构成维度，为开发测量工具提供依据；并以93家制造业国际化企业的239名高层管理人员作为样本，通过PLS路径建模的量化方法验证了理论模型。 本文从内容结构上讲，分为七章。第一章从现实背景和理论背景引出研究问题，明确研究目的和研究意义。第二章回顾了相关研究成果，为后续研究确立方向以及理论基础。第三章介绍了嵌入式混合方法的研究设计以及质化研究和量化研究的实施过程。第四章探索性分析了国际化企业营销动态能力的构成维度，为进一步对营销动态能力的测量和作用机制检验做准备。第五章基于理论发展构建了以营销动态能力作为前置影响因素的模型，探讨营销动态能力对企业在国际市场上的竞争战略选择、竞争优势创造和国际化绩效的影响，而管理者国际化认知将对营销动态能力与竞争战略的匹配关系起到调节作用。第六章利用调研数据实证检验了前述理论模型中的变量关系。第七章总结出研究的主要结论，并在此基础上提出管理启示，然后对研究局限和值得进一步探讨的方向进行梳理，给未来研究提供借鉴。 本文的创新之处包括：第一，本研究在现有营销动态能力的研究基础上扩展和丰富了国际化企业营销动态能力的构成维度，形成了可供实证检验的操作化概念。第二，本研究探索构建了中国国际化企业竞争战略和绩效的动态一体化模型，发现了营销动态能力对企业竞争战略及国际化绩效的动态影响作用。第三，本研究将管理者认知引入“动态能力-竞争战略-绩效”研究框架，构建了从内生视角分析中国国际化企业动态能力与竞争战略匹配关系的模型。本文的研究结论对于中国制造业国际化企业的能力提升、战略管理及国际化管理者的培养都具有一定的指导意义
英文摘要：	In the background of economic globalization, more and more Chinese enterprises are going into the international markets. During this process, the direction of Chinese enterprises' development have changed from resource, technology oriented to market and capital oriented, the mode of Chinese enterprises' internationalization has upgraded from simple product export to joint ventures, direct investment and M & A of deeper strategic modes, which means that the competition between Chinese enterprises and foreign enterprises have spread to all over the world, from low price competition to all aspects competition including technology, management, human resource and so on. Although the performances of the Chinese enterprises have becoming more and more exciting on the world stage, the competitiveness of the Chinese enterprises in the international market are still just passable especially for the manufacturing enterprises. Facing to the rapid development of technology, information explosion, and diversification of customers' needs of the international market, Chinese international enterprises appear to be lack of rapid adaptation to the complicated and dynamic environment, lack of ability to create value for customers with different cultural backgrounds , lack of ability of gaining sustained competitive advantage. Looking to those leading companies who know competition philosophy well and good at creating value for customer as well as great strategy to win the competition, far sightedness of top management to the international market have played a very important part in those successful companies. Therefore, it is a pressing time to research on how to deal with the change of market demand through marketing dynamic capabilities and by which to match the competitive strategy to obtain competitive advantages and international performance, and how managerial international cognition can affect the strategic behaviors of Chinese international enterprises in manufacturing industry. Marketing is the strategic link of gaining profits for the company, marketing dynamic capabilities as a new concept in marketing research field, explained the effectiveness of fast response of cross-functional process in enterprise and creating customer value in dynamic environments. Based on the practices of Chinese enterprises in the international marketing, this thesis explores the specific expression forms of marketing dynamic capabilities in these enterprises, and identifies the theoretical model which using marketing dynamic capabilities as antecedents of competitive strategy choice and implementation to effect the international enterprise, combining theoretical research on competitive strategy, performance and managers’ cognition. It is better to understand the effect of marketing dynamic capabilities on enterprises' performances from subjective aspect if we put managerial international cognition as a factor in the model. In view of the subject's needs and insufficient researches, this paper chooses the embedded mixed research methods to summarize the dimensions of marketing dynamic capabilities based on qualitative research, provides the basis for developing measurement tools, and tests the validation of the theoretical model by using PLS path modeling method with the data of 239 top managers in 93 manufacturing international enterprises. There are seven chapters in this thesis. The first chapter talks about both theoretical and realistic background of the research questions and identifies the purpose and meaning of the research. The second chapter reviews the related research in order to clear the direction of this research as well as the theoretical foundation for the follow-up study. The third chapter introduces the research design why using embedded mixed methods and the process of implementation of both qualitative and quantitative research. The fourth chapter explores the dimensions of international marketing dynamic capabilities to make preparation for further measurement and the mechanism of the marketing dynamic capabilities. The fifth chapter develops theoretical model in which marketing dynamic capabilities as a determinant factor based on the theory, analyzes the marketing dynamic capabilities’ impact on strategies of enterprise in the international market competition, the creation of competitive advantage and the international performance. During the process of those impacts, the managerial international cognition plays a moderating role on the fitting between marketing dynamic capabilities and competitive strategy. The sixth chapter tests the relationships among the variables in the model by using the empirical data. The seventh chapter summarizes the main conclusions of the research, and gives some suggestions on management, then points out the limitations and the future directions of the research. The innovations of this thesis are as followed: first, the research extended and enriched the dimensions of marketing dynamic capabilities on the basis of the existing research on marketing dynamic capabilities of international enterprises, formed a operational definition for empirical test. Secondly, this thesis has built an integration model for competitive strategy and performance of Chinese international enterprises, and found the dynamic effects of marketing dynamic capabilities on competition strategy and international performance. Thirdly, this thesis put managerial cognition into the "Dynamic Capabilities - Competitive Strategy - Performance" framework, constructed the model from endogenous perspective for Chinese international enterprises. The conclusions of the thesis have a certain guiding sense for improving enterprise’s ability，strategic management and training international managers for Chinese international enterprises in manufacturing industry.
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