市场导向对实体零售业网络化的适应性影响——创新与组织学习的中介作用

The Impact of Market Orientation on the Adaptability of Bricks-and-Mortar Retailing’s Networking:the Mediation of Innovation and Organizational Learning

适应性营销能力是企业在多变环境中保持竞争力的核心能力。市场导向作为企业自身定位与决策的核心，对发展适应性营销能力有直接作用。除此之外，组织学习、市场创新起重要作用。以实体零售业向互联网转型变革为背景，实证研究揭示了市场导向对适应性营销能力产生作用的机理：除了组织学习单独的中介作用之外；还存在市场导向推动组织学习，进而促进市场创新，最终提高企业适应性营销能力的链式中介作用；以及市场创新单独存在的负面中介作用。研究结果对实体零售业乃至传统企业提高适应性营销能力有实践指导意义。

Adaptive marketing capability is the core competence for enterprise to maintain its competitiveness ina changing environment. Market orientation, as the core of enterprise positioning and decision-making, plays a direct role in the development of adaptive marketing capability. In addition, organizational learning and market innovation play important roles. With the traditional retail transforming to the Internet transformation as background, the empirical study reveals the mechanism of market orientation effecting on adaptive marketing capabilities. In addition to the mediation of organizational learning, there are organization learnings followed by market innovation as chain mediation,and market innovation as the negative mediation alone. The research results have practical significance for improving adaptive marketing ability of the Bricks- and-Mortar retailers and even other traditional enterprises.