动态环境下双元营销能力对家庭农场财务绩效的影响

Influence of Ambidextrous Marketing Capabilities on Family Farms' Financial Performance in Dynamic Environment

从企业化管理视角出发,将双元营销能力分解为利用式营销能力和探索式营销能力,在动态环境下双元营销能力能够适应商业环境动态性而提升家庭农场财务绩效。实证分析结果显示,双元营销能力之利用式营销能力、探索式营销能力对家庭农场财务绩效均具有显著的正向作用;环境动态性在利用式营销能力与家庭农场财务绩效之间有调节作用,环境动态性在探索式营销能力与家庭农场财务绩效之间有调节作用。可见,家庭农场在经营实践中应该重视组织双元营销能力的培育,并关注双元营销能力与环境动态性的演化性匹配。

This paper introduced dynamic environment as a variable from the perspective of enterprise management and studied how the ambidextrous marketing capabilities influenced the family financial performance.An empirical study of 724 family farms in Guangdong Province found that ambidextrous marketing capabilities can effectively improve the family farm financial performance,and that dynamic environment has a positive moderating effect on the relationship between ambidextrous marketing capabilities and the family farm financial performance.Upon this,family farms should pay more attention to the cultivation of organizational ambidextrous marketing capabilities in practice and focus on evolution matching of ambidextrous marketing capabilities and environment dynamic.