网络营销能力对企业创新绩效的影响研究

Impact of E-marketing capability on enterprise innovation performance

企业如何将互联网思维渗入企业整体营销以及合作创新战略框架,并由此整合内外部创新资源,提高合作效率以及效益是我国制造业企业提高核心竞争力的关键。本研究以中国193家制造型企业作为研究对象,结合规范文献定性分析以及结构方程建模实证研究,探讨了企业的网络营销能力、合作有效性以及创新绩效的关系。我们发现:(1)网络营销能力的不同维度技术资源、人力资源、商业资源、对企业的创新有显著的正向影响。(2)将合作有效度作为研究模型的中介变量,实证结果表明模型的解释力增加,说明网络营销能力通过影响企业合作有效性进而提高企业的创新绩效。

In order to enhance thier core competence, Chinese manufacturing firms have to integrate their e - business thinking into their holistic marketing and strategic management framework, and improve the efficiency and effectiveness of external collabo- ration. By combining the research methods of qualitative analysis and structural equation modeling, we empirically explored the relationship between enterprise E -marketing capability, external collaboration effectiveness and innovation performance on 193 Chinese manufacturing enterprises. We found that ： （ 1 ） different dimensions of technical resources, human labor resources and commerce reources of the E - marketing capability has a positive effect on innovation performance ; （ 2 ） the collaboration effec- tiveness is taken as a mediating variable of the research model and the empircal study result shows that the explanatory power of the model increases, indicating that E - marketing capability improves enterprise innovation performance by affecting enterprise collaboration effectiveness.