我国旅游企业互惠性偏好、内部营销与核心能力的相关性研究

THE RELATIVITY RESEARCH AMONG RECIPROCAL PREFERENCE,INNER MARKETING AND CORE COMPETENCE OF TOURISM ENTERPRISE IN CHINA

互惠性偏好近年来引起了国内外经济学理论界的广泛关注,并在管理学界成为企业文化培育的一项重要内容,显著地提高了企业的可持续竞争优势。互惠性文化战略通过对内部营销的促进和员工忠诚度的培育,最终,增强了旅游企业的核心能力。借助于结构方程模型,经验性的研究验证了我国旅游企业互惠性文化战略的经济效应,揭示了互惠性管理策略的微观传导机理,从而为我国旅游企业进一步实施和改进互惠性管理策略、进而提高我国旅游企业的市场竞争能力提供了现实性的理论借鉴。

The reciprocal preference has aroused the wide attention at home and abroad,it has become a important content of enterprise culture,thus significantly improve the enterprise’s sustainable competitive advantage.Our tourism enterprise will be subject to the effects and the impact of reciprocal idea.It may ultimately enhance the core competence of our tourism enterprise for reciprocal culture strategy to promote internal marketing and foster staff loyalty.The empirical research may verify the economic effects of mutual preference and reveal the micro-conduction mechanism of reciprocal management strategy by the use of structural equation model,which may provide realistic theory reference for our tourism enterprise to improve market competitive ability.