战略导向、营销能力和企业绩效：基于中国延边地区 旅行社的实证研究

• 영문명: Strategic Orientations, Marketing Capabilities and Firm Performance: An Empirical Analysis of Travel Agencies in Yanbian Korean Autonomous Prefecture of China
• 발행기관: 글로벌경영학회
• 저자명: 鱼 文英(Yu, Wen-Ying) 李龙 振(Li, Long-Zhen)
• 간행물 정보: 『글로벌경영학회지』글로벌경영학회지 제12권 제2호, 47~67쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.06.30

국문 초록

市场导向主要体现企业对市场环境变化做出反应的适应性能力，而服务导向在创造顾客价值，提升 顾客满意度和忠诚度方面有重要作用。这两种战略导向的有效协同帮助企业更好地理解目前和将来的 顾客、竞争者和其他环境条件，从而在满足顾客需求方面发挥更全面的适应能力和管理能力。本研究 基于中国延边地区的127家旅行社的问卷调查数据，实证考察了市场导向和服务导向对企业绩效的影 响，以及营销能力在战略导向和企业绩效关系中的中介作用。研究结果显示：（1）市场导向和服务 导向对营销传播能力和营销规划能力有显著的影响；（2）市场导向和服务导向对企业绩效有显著的 直接影响；（3）营销规划能力对企业绩效有显著的影响，但营销传播能力没有影响；（4）市场导向 和服务导向不仅直接影响企业绩效，而且还通过营销规划能力间接影响企业绩效。研究结果对服务型 企业改善企业绩效具有重要的启示意义。

영문 초록

This study develops and empirically tests a model that links strategic orientations (e.g. market orientation and service orientation) with firm performance, through the mediating effect of marketing capabilities. Using data collected from 127 travel agent managers, the authors find that (1) market orientation and service orientation have significant positive impact on marketing planning capability ; (2) market orientation and service orientation have significant positive impact on firm performance; (3) marketing planning capability has positive impact on firm performance, but marketing communication capability no impact on firm performance; (4) market orientation and service orientation have not only positive directly impact on firm performance, but also indirectly impact on firm performance through the marketing planning capability. The authors discuss the managerial implications of study findings and offer directions for future research.

목차

I. 绪 论

II. 理论背景

III. 研究假设和模型

IV. 研究方法

V. 分析结果

VI. 讨论与结论

키워드

市场 导 向；服务 导 向；营 销 能力 中国 market orientation service orientation marketing capability China