先动型和响应型营销能力对企业绩效的影响

On the Comprehensive Impact of PMC and RMC on Enterprise Performance

当前市场环境下,企业不仅仅需要应对市场环境变化的响应型营销能力,还需要预测和挖掘现有或潜在顾客需求的先动型营销能力。研究构建了这两种营销能力对企业绩效的综合影响研究模型,对福建、广东、浙江三个区域400名企业中高层管理人员进行问卷调查,并采用信效度检验和层级回归分析对调研数据进行假设检验,结果表明:响应型营销能力、先动型营销能力以及二者的均衡均对企业绩效产生积极影响,相比响应型营销能力,先动型营销能力具有更强的正向影响作用。环境的动态性会负向调节响应型营销能力对企业绩效的影响,对先动型营销能力的企业绩效起正向调节作用。

In the current market environment, enterprises need not only the responsive marketing capability(RMC) to cope with the changing market environment, but also the proactive marketing capability(PMC) to predict and tap the needs of existing or potential customers. This study constructs a comprehensive research model of these two marketing capabilities impacting on enterprise performance through a questionnaire survey to the 400 middle and senior managers in Fujian, Guangdong and Zhejiang, and a hypothetical test of the survey data by using reliability and validity analysis and hierarchical regression analysis. The results show that the responsive marketing capability, the proactive marketing capability and their balance all have a positive impact on enterprise performance. Compared with responsive marketing capability, the proactive marketing capability has a stronger positive impact. The Environmental developments will negatively moderate the impact of responsive marketing capability on enterprise performance, and positively moderate the impact of proactive marketing capability on enterprise performance.