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论文编号：	7565
作者编号：	1120110760
上传时间：	2015/6/15 16:31:14
中文题目：	营销能力、营销探索与营销开发战略对市场适应性的影响机制研究——中国国际化企业视角
英文题目：	Research on the Influence Mechanism of Marketing Capabilities , Marketing Exploration & Exploitation on Market Adaptation：Empirical Study on Chinese International Enterprises
指导老师：	许晖
中文关键字：	营销能力、营销探索、营销开发、市场适应性、环境动荡性、资源冗余
英文关键字：	marketing capabilities； marketing exploration；marketing exploitation；market adaptation；environment turbulence；resource slack
中文摘要：	近年来，随着中国经济地位的提升，中国企业正面临着前所未有的机遇和挑战。2014年，中国GDP突破十亿美元，并首次成为净资本输出国，标志着中国经济由产品输入进入了资本扩张的全新发展阶段。到2014年为止，中国外贸总额增速明显高于全球的平均增速，第一货物贸易大国的地位得到了进一步的巩固， 2014年《财富》世界500强企业名单中中国企业更是占据了前所未有的100个席位。中国对外经济政策也更为积极主动，在“一带一路”的战略指引下，中国的新一轮开放政策也在加速布局，第二批自贸区的政策落地，亚洲基础设施投资银行、金砖国家开发银行和丝路基金等金融机构的设立，均预示着未来中国的经济影响力有望大幅提升。与此同时，中国企业要想伴随着经济的起飞而获得相对应的国际地位和国际尊重的话，其竞争力还有待提升。国际咨询公司埃森哲与《经济学人》的一份报告指出中国企业最大的外部挑战就是“缺乏对海外市场的了解”和“无力驾驭全球运营的复杂性”。《中国企业国际化报告（2014）》也显示，中国部分企业战略不清晰，谋划不足，进入国际市场的时机不正确，造成国际化盲动，企业经营困难。上述问题归根结底是企业营销战略的盲目性导致无法快速适应国际市场的竞争，因而探讨企业如何通过营销职能以获得市场适应性是当前理论研究的重要课题。尽管营销被认为是企业区别于竞争对手的关键，探索与开发的理论也为解释企业获取并维持竞争优势提供了较好的理论基础。但是，如何从更加微观的层次，将探索与开发的概念引入到国际营销的领域，值得开展更加深入的探讨和研究。本研究剖析动荡性环境下国际化企业营销探索与营销开发的内涵与维度，借助主动性战略和协同演进的理论逻辑，构建“营销能力-营销探索与开发-市场适应性”的研究框架，以明确国际企业市场适应性的获取机制。并分析国际化企业内外部情景因素在市场适应性获取过程中的关键影响作用，从营销的视角全面阐释国际化企业优异绩效的源泉。鉴于本研究内容的需要和研究基础的薄弱，本研究采用混合研究方法，以扎根理论和案例研究的质性研究方法界定营销探索和营销开发的内涵和构成维度，以结构方程和多元回归为主的量化研究方法验证理论模型。从内容结构上来讲，本研究总共分为七章。第一章提出研究的现实背景和理论背景，由此引出本文的研究问题及研究目的，并提出了本文的研究意义和创新点。第二章是文献回顾及理论综述，为本研究奠定理论分析的基础，并为理论框架的构建提供依据。第三章介绍本文的理论模型构建过程，并介绍了本研究所采用的混合研究方法的程序。第四章采用扎根理论和案例研究为主的质性研究方法，收集6家中国国际化企业的一手数据，研究营销探索与营销开发的内涵及构成维度。第五章基于现有文献提出本研究主要构念间的假设关系，遵循规范的量表开发程序设计本文的测量量表，并对预调研的数据进行分析净化测量量表。第六章对本研究主要构念进行验证性因子分析，采用结构方程和多元回归方法对整个研究模型进行验证，并对本文的研究结果进行讨论。第七章总结本文的主要研究结论，在此基础上提出管理启示，并对研究局限性和未来研究方向进行了梳理。与已有文献相比，本研究的创新点体现在：第一，基于营销理论视角凝练对探索与开发的新界定。已有研究提出了营销探索与营销开发的概念，但多数学者仅仅将营销探索和营销开发视为单一维度的构念，并没有深入挖掘两者的深刻内涵，本研究通过扎根理论和案例研究的方法，提出了营销探索与营销开发的构成维度，进一步凝练了两者的内涵，扩展和丰富探索与开发的研究层面和构成。第二，动态环境视角下“能力-战略-绩效”研究框架的拓展。本研究借鉴动态能力和双元性理论拓展了以往的“能力-战略-绩效”框架，形成“营销能力-探索与开发-市场适应性”的新框架，尝试从动态视角下重新审视企业持续竞争优势的来源。第三，探讨国际市场适应性的提升机制。本研究使用市场适应性来衡量企业的国际化成败，并采用外生性和动态性的视角全面揭示了企业市场适应性的提升机制，并检验了企业内外部因素在此过程中的调节作用。本研究对动荡环境下的企业绩效评价和适应性获取的相关理论具有重要的借鉴意义。
英文摘要：	In recent years, with the upgrading of China's economic status, Chinese enterprises are facing unprecedented opportunities and challenges. In 2014, Chinese GDP exceeded one billion US dollars, and for the first time became a net exporter of capital, which are marking the Chinese economy has entered into a new stage of development of capital expansion. To 2014, China's foreign trade growth rate was significantly higher than the average growth rate of the world. China’s position as the first cargo trade power has been further consolidated. There are 100 Chinese enterprises in the list of “Fortune” 500 Companies in 2014, this situation is unprecedented. China's foreign economic policy is also more proactive. Under "One Belt and One Road" strategy’s guidelines, a new round of China's open-door policy is also accelerating the layout. The second batch of the FTA policy implementation, and the establishment of Asian infrastructure investment banks, BRICS Development Bank and Silk Road Fund and other financial institutions, all indicates that the future of China's economic influence is expected to significantly improve. At the same time, the competitiveness of Chinese enterprises still needs to improve. A report of the International consulting firm Accenture and the "Economist" pointed out that Chinese enterprises biggest external challenge is "lack of understanding of the overseas market," and "inability to manage the complexities of global operations." "Internationalization of Chinese enterprises report (2014)," also shows that some Chinese business strategy is not clear, and some of the business chose the incorrect time to enter the international market, which have led to the company's internationalization recklessness and business difficulties. Blindness corporate marketing strategy leads companies cannot quickly adapt to the competitive international market. Thus, exploring how companies marketing functions to get the market adaptation is an important topic of the current theory. Marketing is considered to be the key to business apart from its competitors, the theory of exploration and exploitation provides a better theoretical basis to explain how the business obtain and maintain a competitive advantage. However, how to introduce the concept of exploration and exploitation to international marketing research from a more micro level deserves further discussion and study. This study integrated the theory of exploration and exploitation and the theory of marketing capabilities, described the meaning and dimensions of marketing exploration and exploitation under turbulent environment. The study used theoretical logic of strategic initiatives and collaborative evolution, built the research framework of "Marketing dynamic capabilities - Marketing exploration / exploitation strategy - market adaptability". Thus, the study identified the acquisition mechanism of International business market adaptability. Meanwhile, the study analyzed the key influence of internal and external situational factors of the international business in the market adaptability acquisition process, and comprehensive explained the sources of international business excellent performance. Because of the needs of the research content, this study used a mixed research methods. The study used grounded theory and case studies of qualitative research methods to define the meaning and the dimensions of exploration and exploitation of marketing. Then it used quantitative research methods of structural equation and multiple regressions to validate the theoretical model. There are seven chapters in this study. The first chapter presents the realistic background and theoretical background, and leads to research questions and research purposes of this study. Finally, this chapter presents the significance and innovation of the research. The second chapter is a literature review and theoretical overview and lays the basis of theoretical analysis. This chapter provides the theoretical basis for the construction of the frame. The third chapter introduces a theoretical model building process, and introduces the program of the mixed research methods in this study. The fourth chapter uses qualitative research methods of grounded theory and case studies. We collect first-hand data of six Chinese international businesses, and study the meaning and the dimensions of exploration and exploitation of marketing. The fifth chapter presents the hypothesized relationships of this study, and designs a measurement scale. Then, this chapter analyzes survey data, and simplifies the measurement scale. In the sixth chapter, we conduct a confirmatory factor analysis by structural equation and multiple regression method, and discuss the results of this study. Chapter seventh summarizes the main conclusions of this study, and describes the research limitations and future research directions. Compared with the existing literature, this study has three innovations. First, this study which is based on the theory of marketing redefines the concept of exploration and exploitation. It has been considered exploration and exploitation of marketing is the single dimension. Existing studies have not researched their profound meaning. This study redefines the concept of exploration and exploitation and proposes their constitution dimensions. This study expands and enriches the research level and composition. Second, this study expands the "Capacity - Strategy - Performance" research framework by learning dynamic capabilities and dual theory in the dynamic environmental perspective, and forms a new framework of "dynamic capabilities - exploration and exploitation - market adaptability". This study attempts to re-examine the source of sustainable competitive advantage of enterprises in the dynamic perspective. Third, this study explores mechanism of promoting of international market adaptability by using exogenous and dynamic perspective. The study examines the regulation of internal and external factors. This study has important implications for the theory which is relevant to performance evaluation and adaptability acquisition in the turbulent environment.
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