摘要
社会资本对企业营销的影响具有双重性,既存在积极作用,也会产生消极影响。社会资本对企业营销的积极影响表现在降低代理成本、提高营销组织工作效率、推动开放式营销组织治理模式的构建、提供更多商业机会和提高顾客满意度等5个方面;社会资本对企业营销的消极作用则表现为竞争的扭曲和营销的僵化两个方面。
There are lots of literatures discussed on social capital, but little researched social capital and marketing together. Social capital has duality influence on marketing; that is to say, it has positive function and negative effect. The positive functions are reducing agency cost, raising the work efficiency of marketing organization, promoting to construct the governance pattern of open style marketing organization, providing more commercial opportunities, and enhancing the customer satisfaction. The negative effects are distorting competition and ossifying marketing organization.
出处
《经济管理》
CSSCI
北大核心
2008年第3期32-35,共4页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"组织社会资本对企业国际化战略的影响:中国中小企业的实证研究"(70672087G0201)
江苏省教育厅高校哲学社会科学基金项目"科学发展观指导下的中小企业组织创新研究"(06SJD630010)
关键词
社会资本
企业营销
积极作用
消极影响
social capital
marketing
positive function
negative effect
