联系我们

论文查询结果	返回搜索

论文编号：	7070
作者编号：	1120110759
上传时间：	2014/12/11 11:34:14
中文题目：	营销探索与开发及其双元性对企业绩效的影响机制 ——基于中国国际化企业的实证研究
英文题目：	Research on the Influence Mechanism of Marketing exploration & exploitation and Ambidexterity on Enterprise Performance：Empirical Study on Chinese International Enterprises
指导老师：	许晖
中文关键字：	营销探索；营销开发；双元性；结构维度；企业绩效；企业国际化
英文关键字：	marketing exploration；marketing exploitation；ambidexterity；structural dimension；enterprises performance；enterprises internationalization
中文摘要：	全球新兴市场的蓬勃发展及环境的动态变化，为国际化企业带来了机遇与挑战并存的生存环境。为应对复杂性与动荡性不断加剧的国际市场环境，企业需要采用动态视角重新审视持续竞争优势的来源，一方面需要充分利用现有资源、挖掘原有优势，实施战略调整以提升绩效；另一方面则要不断突破，发展新的能力和竞争优势。对于新兴市场上的国际化企业而言，如何在复杂多变的国际市场环境中兼具维持与创新，采取合适的营销战略以提高企业绩效和适应性，成为当前国际营销研究者和实践者共同关注的焦点。 探索（Exploration）与开发（Exploitation）作为组织应对环境变化的两类适应性机制，其重要性已得到了组织理论学者的一致认可，尤其是实现“二者兼具”的双元性更被认为是企业获取适应性和持续竞争优势最合适的战略选择之一，双元性不仅提供了解决探索与开发内在矛盾的理念和机制，也为企业的管理实践提供了重要的决策指导。目前探索与开发及其双元性的相关研究已经成为组织管理各领域的热点，但营销领域尤其是企业国际营销研究中缺乏对探索与开发及其双元性的探讨。其中营销探索与营销开发的概念尚未统一，其对企业绩效的影响关系尚未明确；缺乏国际化企业如何实现营销探索与开发双元性战略的深入研究。因此本文将探索与开发及双元性理论引入国际营销研究，既与中国企业国际化实践的研究情境高度契合，也有益于探索与开发及双元性理论在营销领域的拓展。 本文在上述实践与理论的背景下展开研究，基于中国企业国际化的研究情境，将探索与开发及双元性理论与营销研究相结合，在充分借鉴现有研究成果的基础上，对营销探索与开发的内涵与构成维度、绩效影响及实现路径进行深入的探索。为有效实现上述研究目标，本文采用了质性研究与量化研究相结合的混合研究方法，具体使用文献分析法、因子分析、回归分析和结构方程模型，以及纵向多案例研究设计对本文提出的系列问题展开探讨。本文的结论主要包括：（1）营销探索与开发是企业营销战略层面的概念，是企业为适应环境变化进行的系列营销活动，具体体现为企业在市场知识、营销流程和营销战略等方面开展的探索或开发活动；（2）不同的环境动荡性条件下，营销探索与开发对企业绩效都具有正向的影响关系，实现探索与开发二者的平衡双元更有利于企业绩效，资源冗余和市场导向两个组织因素对其影响关系具有正向调节作用；（3）国际化企业通过结构双元和间断双元两种形式实现营销探索和营销开发的均衡，具体在“产品—市场”决策情境中采取探索与开发活动的组合，并随着国际化程度的深入和知识积累，转换两类活动的顺序和重心并最终实现探索与开发活动的双元。本文的价值和创新之处主要体现在：第一，对营销探索与开发的分析层面和内涵进行了界定，提出关键概念的构成维度并进行了实证检验，深化了对营销探索与开发的概念和操作化测量。第二，在充分考虑情境因素的条件下，探讨了营销探索与开发对企业绩效的影响关系，明确了对影响关系起调节作用的关键因素。第三，采用动态的研究视角，通过案例揭示国际化企业探索与开发双元性战略的实现路径和演进过程。 本论文共分为七个部分，具体结构安排如下：第一章绪论介绍本文的现实背景和理论背景、明确本文的研究问题和研究意义、研究内容和方法、技术路线，以及本文的创新点，从整体角度介绍本文的框架体系。第二章理论基础与文献述评梳理了组织管理研究领域关于探索与开发和双元性理论的相关研究、并针对性地对相关理论在营销领域中的运用及拓展进行综述，根据文献回顾进行述评并指出对本研究的启示。第三章是总体模型构建与研究设计，根据本文的研究目标和内容，构建整体研究模型并将研究内容分解成三个子研究；介绍了本文所选择的混合研究方法及其设计思路。第四章针对营销探索与开发的内涵界定与结构维度展开研究。明确其分析层面、概念和结构维度，并通过规范的量表开发流程对营销探索与开发的结构维度进行检验。第五章是关于营销探索与开发及其双元性对绩效影响的实证研究。首先对概念进行界定和测量，以312个中国国际化企业样本数据验证营销探索与营销开发及其不同的双元性对企业绩效的影响，分析不同的组织及环境的情境因素对影响关系的调节作用。第六章案例研究以海尔、海信、中集、天士力、力神、金锚等6家具有代表性的企业为研究对象，揭示国际化企业营销双元战略的实现路径和演进过程。第七章对本文的内容进行总结讨论，提出本文的研究贡献和管理启示，针对研究局限指出未来研究方向。
英文摘要：	For internationalizing enterprises, the booming development of global emerging markets and environmental dynamic changes, has brought them a survival environment existing both opportunities and challenges. To cope with the increasing complexity and volatility on international market environment, companies need to adopt a dynamic view to re-examine the source of sustainable competitive advantages. On the one hand, companies need to make full use of existing resources, excavate their original advantages, and implement strategic adjustments in order to enhance the performance; on the other hand, companies should continuously break through themselves and develop new capabilities and competitive advantages. For the internationalizing enterprises in emerging markets, how can they survive and innovate in the complex and volatile international market environment? For current international marketing researchers and practitioners, to adopt appropriate marketing strategies to improve the performance and the adaptability of enterprises seems to be their common focus. As two kinds of adaptive mechanisms dealing with environmental changes, the importance of exploration and exploitation has been generally accepted by organization theory scholars. Especially, to implement "both exploration and exploitation" of the ambidexterity is even considered to be one of the most appropriate strategic choices for enterprises acquiring adaptability and sustainable competitive advantages. Ambidexterity not only provides the concept and the mechanism to solve the contradiction between exploration and exploitation, but also supplies important decision-making instructions to enterprise management and practice. Currently, researches about exploration & exploitation and ambidexterity have become hot in various fields of organization and management. However, in the field of marketing, especially in the research area of enterprises international marketing researches, it lacks of the studying on exploration & exploitation and ambidexterity. For example, the concept of marketing exploration and marketing exploitation are still not united; the impacts of exploration & exploitation and ambidexterity on enterprise performance is still unknown; in-depth study about internationalizing enterprises how to achieve the duality of marketing exploration & exploitation is scarce. Therefore, this paper will introduce exploration & exploitation and ambidexterity theory into the study of international marketing. Namely, let exploration & exploitation and ambidexterity theory closely combine with the study of Chinese enterprises internationalizing practices. This is also helpful for the development of exploration & exploitation and ambidexterity in the field of marketing. This paper is written on the basis of the above practices and theories. Based on the study of the internationalization of Chinese enterprises, this paper combines exploration & exploitation and ambidexterity theory with marketing researches. After the basis of fully absorbing existing research achievements, this paper does in-depth study on the connotation and structure dimensions, performance, influence and implement path of marketing exploration and exploitation. To effectively achieve the above research goals, this paper adopts hybrid methods of combining qualitative research with quantitative research. Specifically, this paper uses literature analysis, factor analysis, regression analysis and structural equation model, and the longitudinal case study to design and put forward a series of issues to explore. The conclusions of this paper mainly include: a. marketing exploration and exploitation is the concept of enterprises marketing strategies. There are a series of marketing activities conducted by enterprises in order to adapt environmental changes. In detail, they are embodied in the exploring or exploiting activities conducted by enterprises in the field of market knowledge, marketing procedures, marketing strategies and so on. b. In the background of different environmental volatility, marketing exploration and exploitation have a positive influence on enterprises performances. So, to achieve the balance and ambidexterity of exploration and exploitation is even more conducive to enterprise performance. Any two organizing factors such as resource redundancy and market orientation have a positive effect on enterprises performance; c. Internationalizing enterprises realize the balance between marketing exploration and marketing exploitation through structural ambidexterity and cross-function ambidexterity. In "product - market" decision-making context, enterprises take the combination of exploring and exploiting activities. With the deepening of the internationalization and the knowledge accumulation, enterprises converse the order and the center of two types of activities to eventually achieve the ambidexterity of exploring and exploiting activities. The Value and innovation of this paper is mainly showed in the following aspects: first, define the analysis and the connotation of marketing exploration and marketing exploitation, put forward the structure dimension of key concepts and conduct empirical test, and deepen the concept of marketing exploration and exploitation and operational measure. Second, under the condition of fully considering contextual factors, discuss the influence of marketing exploration and marketing exploitation on enterprises performance, and clear the key factors adjusting the influence. Third, adopt dynamic research perspectives to reveal the realization path and evolution process of the ambidexterity strategy of internationalizing enterprises through case study. This paper is divided into seven parts. The concrete arrangement is as follows: the first chapter, introduction, introduces the real background and theory background, specifics this paper’s research questions and research significance, research contents and methods, technical route, and the innovation of this paper, and introduces the framework of this paper from an overall perspective. The second chapter, the theoretical basis and literature reviews, combs relative researches about exploration and exploitation in the field of organizational management study, pointedly summarizes the application and development of related theories, and makes comments according to the literature reviews and points out the enlightenment to this study. The third chapter, overall model building and research design. According to the research goals and the content of this paper, this chapter constructs integrates research model and divides research contents into three secondary researches; introduces mixed research methods and its relative ideas chosen in this paper. The fourth chapter, research on defining the concept of marketing exploration and exploitation and structural dimension. Clear its analysis level, its concept and its structural dimension, and examine its structural dimension by normative scale development process. The fifth chapter, empirical research about the influence of marketing exploration and exploitation and ambidexterity on performance. First, define and measure the concept according to 312 samples of Chinese internationalizing enterprises, verify the impact of marketing exploration & exploitation and ambidexterity on performance, and analyze the modeate effect of different contextual factors of organization and environment to the impact of ambidexterity on performance.The sixth Chapter 6, case studies. Choose six typical enterprises such as Haier, Hisense, Cimc, Tasly, Lishen, Jin Mao as research objects. Reveal the realizing path and evolution process of internationalizing enterprises’ ambidexterity strategies. The seventh Chapter, conclusion and discussion of the paper. put forward this paper’s research contributions and management enlightenment, and point out future research direction targeting research limitations.
查看全文：	预览  下载(下载需要进行登录)