中小企业营销创新与企业绩效关系

The Relationship between SME Marketing Innovation and Performance

营销创新是企业核心竞争力的重要组成部分,但目前学者对营销创新的研究较少。在文献回顾的基础上,将营销创新划分为观念创新、产品创新和营销程序创新三个维度,构建了营销创新与企业绩效间关系理论模型,以125家中小企业为实证样本,对模型进行了实证检验。研究发现,在0.01的显著性水平下,营销创新及其各维度对企业绩效都有显著正向影响。在0.05的显著性水平下,营销观念创新对成长绩效有显著正向影响,但对财务绩效影响不显著;在0.01的显著性水平下,产品创新对财务绩效和成长绩效都有显著正向影响;营销程序创新对财务绩效和成长绩效都有显著正向影响。

Marketing innovation is the important part of the enterprises’ core competitiveness,but there is little research about this issue.Based on the literature review,the paper divides marketing innovation into three types： concept innovation,product innovation and process.A theoretical model of innovation is built between marketing innovation and enterprise performance.125 small and medium-sized enterprises（SMEs） were studied as empirical samples to test the model.It turns out marketing innovation and its three demensions have a significant effect on enterprise performance under the significance level at 0.01.Concept innovation has a significant effect on growth performance under the significance level at 0.05,but the effect on financial performance is not significant;under the significance level at 0.01,product innovation has a positive effect on both financial performance and growth performance.What’s more,process innovation has a positive effect on both financial and growth performance.