农村商贸流通服务业破坏性创新战略的影响因素及实施效果——基于万村千乡店的实证检验

The Influencing Factors and Consequence of Disruptive Innovation for Rural Distribution Industry

通过对国内万村千乡店的实证调研,发现农村商贸流通业者破坏性创新战略的实施受到组织内外因素的影响,并对市场绩效的提升起着积极的作用。在诸多影响农村商贸流通业者破坏性创新战略的因素中,市场需求和组织学习能力的影响程度最大,而竞争环境压力对破坏性创新战略的实施并无影响。文章研究对于改变当前农村商贸流通业的落后面貌有着重要理论与现实意义。

Based on the survey data of stores among ＂Thouthouds of Villages＂ Engineering, this paper found that disruptive innovation strategy of rural distributors is influenced by internal and external factors of the organization, and has a significant influence on market performance. The most important factors influencing disruptive innovation are market demand and organizational learning capability, while competition pressure has no impact on disruptive innovation. The study results will be both theoretically and practically significant for development of Chinese rural distribution industry.