网络营销能力对农业企业创新绩效的影响研究

Research on the impact of online marketing ability on the innovation performance of agricultural enterprises

文章以2018—2021年的沪深京股上市农业企业隆平高科为研究对象,将产品服务、战略营销、全员综合、品牌综合以及协同合作5个能力作为网络营销能力的构成要素进行多元回归分析,对企业创新绩效的显著性、DW值的变化等进行研究。研究发现:产品服务和品牌综合能力不能正向促进农业企业的创新绩效,但是战略营销、全员综合和协同合作3个能力能够正向影响企业创新绩效。为此,提出了农业企业加强广告宣传、地区分销以及研发等措施来改善创新绩效。

The study focuses on Longping High Tech,an agricultural enterprise listed on the Shanghai,Shenzhen,and Beijing stock markets from 2018 to 2021.The study uses five abilities,namely product service,strategic marketing,comprehensive staff integration,brand integration,and collaborative cooperation,as the constituent elements of network marketing capabilities for multiple regression analysis.The study investigates the significance of enterprise innovation performance and changes in DW values.Research has found that product service and brand comprehensive capabilities cannot positively promote the innovation performance of agricultural enterprises,but strategic marketing,comprehensive staff integration,and collaborative cooperation can positively affect the innovation performance of enterprises.Therefore,measures such as strengthening advertising,regional distribution,and research and development have been proposed to improve the innovation performance of agricultural enterprises.