| 网络营销能力对企业创新绩效的影响研究 |
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| 引用本文： | 阳银娟.网络营销能力对企业创新绩效的影响研究[J].科研管理,2017,38(5):12-19. |
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| 作者姓名： | 阳银娟 |
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| 作者单位： | 浙江理工大学经济管理学院，浙江 杭州310018 |
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| 基金项目： | 浙江理工大学科研启动基金项目-网络营销能力对企业创新绩效的影响研究（15092102-Y，起止时间：2015.09-2018.06）。 |
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| 摘 要： | 企业如何将互联网思维渗入企业整体营销以及合作创新战略框架,并由此整合内外部创新资源,提高合作效率以及效益是我国制造业企业提高核心竞争力的关键。本研究以中国193家制造型企业作为研究对象,结合规范文献定性分析以及结构方程建模实证研究,探讨了企业的网络营销能力、合作有效性以及创新绩效的关系。我们发现:(1)网络营销能力的不同维度技术资源、人力资源、商业资源、对企业的创新有显著的正向影响。(2)将合作有效度作为研究模型的中介变量,实证结果表明模型的解释力增加,说明网络营销能力通过影响企业合作有效性进而提高企业的创新绩效。
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| 关 键 词： | 网络营销能力 合作有效性 创新绩效 |
| 收稿时间： | 2015-11-04 |
The impact of E-marketing capability on innovation performance |
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| Yang Yinjuan.The impact of E-marketing capability on innovation performance[J].Science Research Management,2017,38(5):12-19. |
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| Authors: | Yang Yinjuan |
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| Institution: | School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou 310018, Zhejiang, China |
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| Abstract: | In order to enhance the core competence of Chinese manufacturing firms, firms have to integrate the e-business thinking into their holistic marketing and strategic management framework, and improve the efficiency and effectiveness of external collaboration. Combined qualitative analysis and structural equation modeling research methods, we empirically explored the relationship between company's E-marketing capability, external collaboration effectiveness and innovation performance on 193 Chinese manufacturing enterprises. We found that: (1) E-marketing capability has a positive effect on innovation performance, The stronger E-marketing capability enterprises, the higher the innovation performance. (2) Firm’s external collaboration effectiveness act a mediating role between E-marketing capability and firm’s innovation performance.performance.We found that: (1) E-marketing capability has a positive effect on innovation performance, The stronger E-marketing capability enterprises, the higher the innovation performance. (2)Firm’s external collaboration effectiveness act a mediating role between E-marketing capability and firm’s innovation performance. |
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| Keywords: | E-marketing capability external collaboration effectiveness innovation performance |
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