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论文编号：	9331
作者编号：	1120130797
上传时间：	2017/6/20 11:47:36
中文题目：	知识生态系统、国际营销动态能力对营销探索和营销开发的影响机制研究 ——基于国际新创企业的实证分析
英文题目：	Research on the Influence Mechanism of Knowledge Ecosystem and International Marketing Dynamic Capability on the Marketing Exploration & Exploitation: Empirical Study on International New Ventures
指导老师：	许晖
中文关键字：	国际新创企业；知识生态系统；国际营销动态能力；营销探索和营销开发
英文关键字：	international new ventures；knowledge ecosystem；international marketing dynamic capability；marketing exploration & exploitation
中文摘要：	面临动态的、复杂的国际市场，国际化时间短、抗风险能力较差、实力弱等因素导致国际新创企业在国际化成长过程中更易受海外市场环境的影响，更具适应性的国际营销战略使国际企业具备预见能力和灵活的应变机制以驾驭动荡的国际市场环境。异质性知识资源是国际新创企业成长发展、开拓海外市场的关键因素，国际新创企业面临的首要挑战就是对外部知识环境特征地正确分析和把握，进而提升企业对国际市场的动态驾驭能力和战略适应性。国际市场环境较国内环境更加动荡且复杂多变，反应滞后或者制定和实施错误的营销战略都有可能导致国际化发展的失败。国际新创企业不断开拓新的国际市场，要适应不同国家的文化和制度环境，满足全球消费者的复杂需求，提升自身的国际营销动态能力，调整市场营销战略适应多变的海外市场。 经济全球化和互联网技术的应用，国际新创企业对国际化知识的研究是以国际商业生态圈与知识价值网络相结合为基础的知识生态系统的研究。将知识生态系统纳入到国际营销领域的研究当中，是国际营销转向更为宽泛和动态性的营销战略的必然性，也势必成为国际市场营销的重要研究方向，然而现有学者对于知识生态系统与国际营销领域之间的研究并没有给予关注。在国际营销研究领域中，尤其是国内学者对于国际营销动态能力和营销探索和营销开发的研究相对较少，聚焦于国际化背景将知识生态系统引入国际营销研究领域探讨国际营销动态能力和营销探索与营销开发更是属于理论研究的空白点。本研究基于知识生态系统、国际营销动态能力和营销双元战略现有研究，重构知识生态系统、国际营销动态能力以及营销探索与营销开发的作用机制模型，从理论层面探析其逻辑关系和影响机制有利于促进知识管理和国际营销等理论的发展。 本研究基于企业的国际化实践和国际化背景，以我国国际新创企业为研究对象，借鉴以往的研究，采用定性和定量研究相结合的混合研究方法围绕知识生态系统如何影响营销探索和营销开发战略的制定和实施这一核心问题展开探讨，构建了“知识生态系统-国际营销动态能力-营销探索与营销开发”的新理论框架。本文的结论主要包括：（1）知识生态系统、国际营销动态能力和营销探索和营销开发战略协同进化；知识生态系统不同进化阶段导致惯例集的不同，国际营销动态能力的构建维度和提升的强度也不同，从而导致营销探索和营销开发战略的制定和执行的差异性。（2）国际新创企业的国际营销动态能力正向影响营销探索和营销开发，知识生态系统通过国际营销动态能力作用于营销探索和营销开发，国际营销动态能力发挥重要桥梁中介作用。（3）知识组合和战略网络位置在知识生态系统、国际营销动态能力对营销探索和营销开发的作用关系中发挥调节效应：知识组合对知识生态系统与国际营销动态能力的调节作用具有差异性，而战略网络位置在国际营销动态能力与营销探索和营销开发间具有明显的调节作用。 本文的理论价值和创新之处主要体现在：第一，将知识生态系统的相关研究引入国际营销领域的研究，利用探索性案例研究和实证分析相结合的方法，深入探讨了国际新创企业如何利用自身知识生态系统提升企业的国际营销动态能力，从理论层面探析两者之间的作用机制和理论逻辑，逐渐打开知识生态系统和国际营销动态能力之间“黑箱”，促进知识生态系统的相关研究及在营销领域的发展，深化和丰富了知识生态系统和国际营销相关研究。第二，基于知识生态系统、国际营销动态能力和营销双元战略现有研究，重构知识生态系统、国际营销动态能力以及营销探索与营销开发的作用机制模型，从理论层面探析其逻辑关系和影响机制有利于促进知识管理和国际营销等理论的发展。第三，基于国际新创企业的国际经营管理情境，从知识生态系统和国际营销动态能力视角尝试构建国际新创企业营销探索和营销开发战略的制定机制，丰富了国际新创企业的研究情境和分析视角，进一步补充和完善了营销探索和营销开发的研究。而基于知识进化和惯例演化的视角探讨营销探索和营销开发战略的制定和实施为营销战略的研究提供了新的方向，将国际营销实践置于以国际商业生态圈与知识价值网络相结合知识生态系统的研究中，既拓展了知识管理和国际营销的范围，又提高了研究的深度。
英文摘要：	Faced with dynamic, complex international market, because of short internationalization time, poor ability of resisting risks, weak strength and other factors, international new ventures are more vulnerable to the impact of overseas market environment in their international growth process, so the more adaptable international marketing strategy makes international enterprises possess predictive power and flexible contingency mechanisms controlling the turbulent international market environment. Heterogeneous knowledge resources are the key factors for the development of international new ventures’ international growth and exploiting the overseas market. The first challenge is to analyze and grasp the external environment knowledge characters and improve the dynamic capability of controlling international market and strategic adaptability. The complexity of international environment, the changing rules of competition, slow response or failure are likely to weaken the competitiveness of enterprises. With exploiting new overseas market continually, international new ventures should adapt to different countries’ culture and institutional environment to meet the complex needs of global consumers, and improve their international marketing dynamic capability to adjust the marketing strategy to adapt to changing overseas markets. Because of the economic globalization and the application of internet technology, the research of international new ventures’ knowledge has changed from internal and external knowledge of enterprises to the knowledge ecosystem based on knowledge value network and international market ecosystem. The incorporation of knowledge ecosystem into the field of international marketing is inevitable of international marketing to a broader and dynamic marketing strategy, and it is bound to become an important research direction of international marketing, but the existing scholars have not been given attention between knowledge ecosystem and international marketing areas. In the field of international marketing research, especially Chinese scholars for the research between international marketing dynamic capability and marketing exploration / exploitation is relatively small, focusing on the international background bringing knowledge ecosystem into the field of international marketing research to discuss international marketing dynamic capabilities and marketing exploration /exploitation is the theoretical research blank. This study is based on the existing research of knowledge ecosystem, international marketing dynamic capability and marketing ambidexterity, reconstructing the function mechanism model of knowledge ecosystem, international marketing dynamic capability and marketing exploration/ exploitation, and analyzing its logical relationship and influence mechanism is conducive to the promotion of knowledge management and international marketing and other theoretical development from the theoretical level. Based on the enterprise’s internationalization practice and background, taking international new ventures as the research object, this study adopting mixed research method combined qualitative and quantitative research discusses the core issue of how knowledge ecosystem affects the formulation and implementation of marketing exploration/ exploitation strategy, and constructs the new theoretical framework of “knowledge ecosystem-international marketing dynamic capability-marketing exploration/ exploitation”. The main findings are as follows: (1) Knowledge ecosystem, international marketing dynamic capability and marketing exploration / exploitation strategy are co-evolution; knowledge ecosystem in different evolution stages leads to different routine sets so as the difference of the construction dimensions and intensity enhancement of international marketing dynamic capability, which result in differences of the formulation and implementation of marketing exploration/ exploitation strategy. (2) The international marketing dynamic capability of international new ventures has positive impacts on, and knowledge ecosystem has influenced on marketing exploration/ exploitation through the role of international marketing dynamic capability, so international marketing dynamic capability has played an important bridge intermediary role. (3) Knowledge combination and strategic network position have played a moderating effect in the relationship between knowledge ecosystem and international marketing dynamic capability to marketing exploration/ exploitation. Knowledge combination’s moderating effect on knowledge ecosystem and international marketing dynamic capability are different. Strategic network position has a significant moderating effect on international marketing dynamic capability and marketing exploration/ exploitation. The theoretical value and innovation of this paper are as follows: First, the relevant research of knowledge ecosystem is introduced into the field of international marketing research, and exploratory case study and empirical analysis are used to discuss how international new ventures use its own knowledge ecosystem to enhance their international marketing dynamic capability, analyzing its logical relationship and influence mechanism from the theoretical level, and gradually opening the “black box” between knowledge ecosystem and international marketing dynamic capability to promote the development of the relevant research of knowledge ecosystem in marketing field, which deepen and enrich the relevant research of knowledge ecosystem and international marketing. Second, this study is based on the existing research of knowledge ecosystem, international marketing dynamic capability and marketing ambidexterity, reconstructing the function mechanism model of knowledge ecosystem, international marketing dynamic capability and marketing exploration/ exploitation, and analyzing its logical relationship and influence mechanism is conducive to the promotion of knowledge management and international marketing and other theoretical development from the theoretical level. Thirdly, based on the international management situation of international new ventures, this study tries to construct its formulation mechanism of marketing exploration/ exploitation strategy from the perspective of knowledge ecosystem and international marketing dynamic capability which enriches the research situation and analysis perspective of international new ventures, and make further complement and improvement of marketing exploration/ exploitation research. Based on the evolution of knowledge and routine to discuss the formulation and implementation of marketing exploration / exploitation strategy provides a new direction for marketing strategy research. Bringing international marketing practice into knowledge ecosystem, which not only expand the scope of knowledge management and international marketing, but also improve the study’s depth.
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