网络个体创业者的战略导向与利润的关系——基于淘宝卖家的营销资源异质性分析

The Study on the Relation between Internet Individual Entrepreneurs' Strategy Orientation and Profit——Based on the Heterogeneity Analysis of Taobao Sellers' Marketing Resource

本文通过系统梳理国内外战略导向相关文献,探索性地提出网络个体创业者的市场导向、创业导向对利润影响的概念模型,收集1000个淘宝卖家样本对其进行实证检验。本文在解决创业导向和市场导向的内生性问题基础上,采用Latent class回归方法区分出具有营销资源异质性的两类淘宝卖家,研究两类淘宝卖家营销资源对战略导向与利润之间的路径影响。研究发现:(1)无论是营销资源丰富的淘宝卖家还是营销资源缺乏的淘宝卖家,市场导向对利润均是显著的正向影响;(2)相比低创业导向与高创业导向,营销资源丰富的淘宝卖家中等程度创业导向的利润水平最高,相反,营销资源缺乏的淘宝卖家中等程度创业导向的利润水平最低。因此,网络个体创业者的市场导向程度越高越好,创业导向则因网络个体创业者营销资源异质性应采取不同程度的创业导向。

The effect of Strategic orientation on newly-invented companies＇ performance has caused many scholarships＇ studying interests due to its feature of being manageable. If we review the previous studying literatures on strategic orientation, we can find three shortages： （ 1 ） Presently-existing literatures about strategic orientation mostly concentrates on the enterprises or enterprises＇ management which lack the studying on the strategy orientation of individual entrepreneur. （2）Most researching literatures on strategy orientation are unable to solve endogenous problem. Those conclusion based on this researching defects will lead to some problems, because regression coefficient of strategy orientation to result variable is an biased estimation. （3）present strategic orientation literatures have no the consideration about the difference of studying objective, hence the researching result can＇ t fully reflect the path relation between dependent variable and independent variable. Due to the shortcoming with present strategy orientation literatures, this paper mainly takes Taobao buyers as researching objective to study how the internet individual entrepreneur＇s strategy orientation affects profits. Through symmetrically combing the related literatures about internal and external strategy orientation, this pa- per in an exploitation way puts forwards the concept model of the effect of internet individual entrepreneur＇ s market orientation and entrepreneurial to profits and do empirical test based on 1000 Taobo sellers. About Based on solving entrepreneur orientation and market orientation endogenous problem, this paper adopts latent class regression analysis method to two kinds of taobao sellers which have different marketing resource to study the path influence of the two kinds of taobao sellers marketing resources to strategy orientation and profit, the results shows ： （ 1 ） No matter which kinds of taobao sellers with rich marketing resource or lacking marketing resource, market orientation has obviously positive influence on profit. （2）comparing with low entrepreneur orientation and high entrepreneur orientation , the taobao sellers with rich marketing resource and middle level entrepreneur orientation has the highest profit level. On the contrary, the taobao sellers lacking marketing resource with middle degree entrepreneur orientation has the lowest profits level. This study has the following meaning to marketing theory （ 1 ） Study the different influence of internet individu- al entrepreneur strategy orientation to profits, to a certain extent, enrich the literature of individual entrepreneur strategy orientation. （2） The paper mainly solves the endogenous problem of strategic orientation study with taobao sellers as individual entrepreneurs. （3） This study fully considers the difference of individual entrepreneurs. Meantime, the practical meanings to enterprise are （1）No matter how much marketing resource you have , the higher degree for individual entrepreneurs＇ marketing orientation ,the higher profit level they will have. （2）based on marketing orientation, middle level entrepreneur orientation is the profit well for those individual entrepreneur without rich market resources. （2）On the base of market orientation, middle level entrepreneur orientation is the prior strategy for those individual entrepreneur with rich marketing resources.