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论文编号：	5400
作者编号：	2120112433
上传时间：	2013/6/7 11:43:23
中文题目：	市场导向下信息技术对企业组织敏捷性影响的实证研究——侧重营销价值链视角
英文题目：	The Impact of Information Technology on Organizational Agility under the Market Orientation: An Empirical Examination Focus on the Marketing Value Chain Perspective
指导老师：	吴晓云
中文关键字：	信息技术;IT资产;IT能力;组织敏捷性;营销价值链
英文关键字：	Information Technology;IT Assets;IT Capability;Organizational Agility;Marketing Value Chain
中文摘要：	21世纪以来，经济全球化、网络经济的快速发展，拉开了全球化竞争的序幕。在此全球化竞争时代，市场广度和深度的拓展无疑使企业面临更复杂的经营环境和更本土化、个性化的市场需求。企业要想在此大环境下维持生存和发展的需要，就必须提高其灵活应对市场变化的能力，即市场导向下的敏捷性已经成为企业管理者关注的焦点。信息技术的快速发展和广泛应用，不仅促进了物流、资金流和信息流的快速流动，而且带来了企业经营模式的转变，为企业敏捷性的实现提供了可靠的技术保障体系。但信息技术自身的刚性、错误的信息技术投资以及过度追求技术创新等，又可能妨碍组织敏捷性的实现。因此，如何利用信息技术对企业流程进行再造，以提高企业快速应对市场变化的能力，最终使企业在激烈的竞争中立于不败之地，已经成为企业界亟待解决的问题。有关信息技术与组织敏捷性关系的研究，到目前为止还没有一个定论。有的学者认为信息技术在提升组织敏捷性方面充当推动者的角色；有的学者则认为信息技术阻碍了组织敏捷性的实现；还有的学者认为信息技术对组织敏捷性既有促进作用又有阻碍作用。总之，目前学术界对信息技术和组织敏捷性关系的研究陷入了“IT—敏捷性”矛盾。那么，如何理解信息技术与组织敏捷性之间的矛盾，是理论界需要探讨的一个问题。本文通过对大量“IT—敏捷性”关系的文献回顾，发现“IT—敏捷性”矛盾产生的一个可能原因是以往学者对“信息技术”这一概念的混用，即有的学者强调信息技术资源自身属性对敏捷性的影响，有的学者强调信息技术的使用对敏捷性的影响。为了避免因研究视角不同导致的观点差异，本文创新性的从资源和能力两个视角将信息技术分为IT资产和IT能力两个方面，从营销价值链的视角将组织敏捷性分为客户敏捷性、合作伙伴敏捷性和供应商敏捷性，进而构建概念模型研究IT资产和IT能力对组织敏捷性的影响。在实证方面，本文通过文献回顾、调研访谈等方式自主开发量表，通过访谈、邮件等方式获取到117家样本企业的数据，并利用SPSS18.0和Lisrel8.7软件对研究假设进行了统计学分析。最后，本文得出结论：IT资产规模与组织敏捷性没有显著相关关系；IT—组织营销契合度、IT协调能力和IT创新能力均对组织敏捷性有促进作用；IT能力对IT资产与组织敏捷性的关系有正向调节效应。总体而言，该结论为理解“IT—敏捷性”矛盾提供一种新的思路，并为管理实践提供了如何利用信息技术提升组织敏捷性能力最终实现企业市场导向战略的管理建议。
英文摘要：	Since the 21st century, with the rapid development of economic globalization and network economy, global competition has begun. Increasingly complex business environment and increasingly personalized market demand, makes the enterprise to improve its flexibility and ability to respond to market changes, in order to maintain the needs of the enterprise survival and development, namely, agility has become the enterprise managers’ focus. The rapid development of information technology and wide application, not only promotes the rapid flow of the logistics, cash and information, but also brings the transition of the mode of enterprise management, and provides a reliable technical guarantee system for the implementation of agility. But the rigid of information technology itself, the wrong information technology investment and the excessive pursuit of technological innovation, etc., can hinder the realization of organizational agility. Therefore, how to make use of information technology for business process reengineering to improve the enterprise's ability to quickly respond to market changes, eventually make the enterprise impregnable in the fierce competition, has become a business problem to be solved. Studies about information technology and organizational agility, so far no one word. Some scholars think that the information technology act as facilitator role in promote the agility of the organization; Some scholars argue that information technology hinder the realization of organizational agility; Some scholars believe that information technology on organizational agility both promote and hinder the role. In short, at present the academic study of information technology and organizational agility has been in "IT-agility" contradiction. So, how to understand the contradiction between information technology and organizational agility, it is a problem need to discuss. By reviewing a large number of literatures about "IT-agility" relations, we find one possible cause of the "IT-agility" conflicts is that previous scholars’ mix on the concept of "information technology", some scholars emphasis on the influence of information technology resources’ attributes, some scholars emphasize the use of information technology. In order to avoid the different point of view caused by different angles, this paper, innovatively divide information technology into two aspects, IT assets and IT ability based on the resources and capabilities, divide organizational agility into customer agility, partners agility and suppliers agility from the angle of the marketing value chain, and then build the conceptual model research IT assets and IT capability on organizational agility. In empirical aspect, we develop scales based on the literature review, interviews and other ways, and access the data from 117 sample companies through interviews, email, etc ways and use SPSS18.0 and Lisrel8.7 software to analysis research hypothesis. Finally, this paper draws the conclusions: IT assets scale and organizational agility have no significant correlation relationship; the fit of IT-marketing, IT coordinated ability and IT innovation ability, have promoting effect on organizational agility; IT capability has a positive adjustment effect on the relationship between the IT assets and organizational agility. Overall, the results provide a new train of thought for understanding the "IT-agility" contradictions, and provide management advices for management practice how to use information technology to enhance the organizational agility ability and finally realize the enterprise market-oriented strategy.
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