企业的物流协同能力量表开发及其对市场导向与绩效关系的影响研究

Scale Development of Logistical Synergistic Capability of Enterprises and Its Effect on Market Orientation and Performance Relationship

市场导向如何促进绩效的提升是企业和学者持续关注的问题,特别是在全球化竞争和营销战略转型升级背景下,越来越多的企业借助与外部企业的协同和合作关系达到市场导向目标。然而,已有研究缺少对于基于外包关系的协同能力的构成及其对企业市场导向与绩效关系的作用机理探讨。针对以上研究缺陷,在物流外包背景下,基于资源基础理论和协同理论,并结合对典型企业的深度访谈,通过构建物流协同能力的测量维度,分析其对市场导向与绩效关系的作用,揭示市场导向和物流协同能力对促进企业提升绩效的内在机制。采用中国21个省市284个物流外包企业数据,运用探索性因子分析和验证性因子分析对物流协同能力的测量模型进行检验,并运用结构方程模型对理论假设进行检验。研究结果表明,(1)物流协同能力由外部战略协同、外部管理协同、外部创新思维协同、外部创新行为协同和内部协同5个维度构成;(2)市场导向对物流协同能力的5个维度均有显著正向影响;(3)物流协同能力中的外部战略协同和内部协同对企业的物流服务绩效有显著正向影响;(4)外部创新思维协同对企业的市场绩效有显著正向影响。市场导向对物流服务绩效和市场绩效的影响通过物流协同能力中的3个维度实现,即外部战略协同、外部创新思维协同和内部协同是企业市场导向转化为绩效的内在重要变量。构建并检验物流外包背景下企业物流协同能力的测量模型及其对市场导向与绩效关系的影响模型,揭示市场导向和物流协同能力共同促进企业绩效提升的内在机制,对于中国物流外包企业培养物流协同能力,特别是外部战略协同、外部创新思维协同和内部协同,充分发挥市场导向战略对绩效的提升具有重要的实践指导意义。

The way that market orientations facilitate firms＇ performance is a key issue for both firms and research scholars, espe- cially in view of the escalating global competition and the need to transform marketing strategies to compete in a rapidly develo- ping marketplace. More and more firms are using synergistic and cooperative relationships with external companies to achieve market-oriented goals. However, current research seldom focuses on building synergistic relationships based on outsourcing or the impact this has on market orientation-performance. This paper demonstrates the way market orientation and synergistic collaboration＇with logistics companies improves perform- ance, and analyzes its effect on market orientation-performance. Samples of 284 logistics outsourcing firms from 21 provinces and cities in China are analyzed and a measurement model is built; exploratory factor analysis and confirmatory factor analysis are used to test this t model and structure equation modeling is used to test theoretical hypotheses The empirical results are as follows： First, there are five dimensions to this relationship including external strategic synergy, external managerial synergy, external innovative thought synergy, external innovative behavior synergy and internal company syn- ergy. Second, market orientation has a separate positive and significant influence on each of the five dimensions. Third, external strategic synergy and internal company synergy positively and significantly affect logistics service performance separately. Fourth, external innovative thought synergy has a positive and significant impact on the firm＇s market performance. In conclusion, market orientation affects logistics service performance and market performance through three dimensions including external strategic syn- ergy, external innovative thought synergy, and internal company synergy. In other words, external strategic synergy, external in- novative thought synergy and internal company synergy are important variables that facilitate a firms＂ market orientation perform- This study builds and tests a measurement model of synergistic capability based on logistics outsourcing and its effect on market orientation-performance relationship. It also indicates the theoretical mechanism of market orientation, and how using syn- ergistic relationships with external companies facilitates performance. These findings have an important practical significance for Chinese firms, demonstrating how they can develop this capability, especially external strategic synergy, external innovative thought synergy, and internal company synergy. These three dimensions will enable them to successfully apply market orientation strategies for better performance.