中国跨国企业的海外营销资产及其向绩效的转化

Overseas Marketing Assets of Chinese MNEs and Their Transformation into Performance

对中国跨国企业在发达国家市场的"关系型"和"知识型"两类营销资产进行了界定和理论抽象,分别研究了这两类营销资产的价值属性和在市场上发挥作用的规律;引入"营销动态能力"的中介变量,强调了从执行力的层面,如何实现和推动两类营销资产转化为绩效。通过154家中国跨国企业的实证检验,实证结果表明:关系型和知识型两类营销资产对跨国企业的绩效产生正向影响;二者交互发挥作用时对绩效具有整合的影响,超过任何单一营销资产对绩效的影响;营销动态能力对两种营销资产转化为绩效具有显著的中介效应。最后文章针对中国跨国企业海外资产的利用和转化过程中存在的问题,提出相关管理建议。

This paper focuses on marketing assets acquired by Chinese multi-national enterprises （MNEs） in developed market. It defines and analyzes the properties and classification of relational and intellectual marketing assets, and their effects. The concept of marketing dynamic capabilitiesis introduced as the intervening variable, focusing on the transformation of the two kinds of marketing assets into performance. The empirical results of the questionnaire survey of 154 samples show that the relational marketing assets, intellectual marketing assets, and the interaction of the two types of overseas marketing assets have a direct positive effect on performance in overseas markets. The mediating effect of marketing dynamic capability is the dominant transformation mechanism of overseas marketing assets into performance. Based on the analysis and explanation of the results, some suggestions are proposed for the overseas development ofChinese MNEs.