网络化营销能力及其对企业国际化绩效的影响——基于企业知识基础理论

The Study on Network Marketing Capabilities and Its Effect on International Performance:From the Perspective of the Knowledge-based Theory of a Firm

随着信息技术和社会网络的快速发展,传统的营销能力已难以满足企业当前的发展需要,企业需要开发出其网络化营销能力来应对当前复杂的网络化环境。因此,本文在基于当前网络化环境的背景下,识别出了两种网络化营销能力:全球市场资源整合能力与深刻市场洞察能力并基于企业知识基础理论,探讨了这两种网络化营销能力的产生及其对企业国际化绩效的影响,还进一步探讨了员工流动性的调节作用。通过世界银行提供的对中国企业的调查数据进行分析,发现:知识整合对全球市场资源整合能力具有正向影响,且全球市场资源整合能力能够促进企业的国际化绩效;知识创新对深刻市场洞察能力具有正向影响,且深刻市场洞察能力能够促进企业的国际化绩效;员工流动性能够正向调节深刻市场洞察能力与企业国际化绩效之间的关系。

With the rapid development of internet technology and social network,traditional marketing capability has been difficult to satisfy the needs of enterprises’further development,thus enterprises need to explore network marketing capability.Based on network context,this paper identifies two kinds of network marketing capabilities:global marketing resources integration capability and deep marketing insight capability.From the perspective of a knowledge-based theory of the firm,this paper discusses the emergence of these two kinds of network marketing capabilities and their effects on the international performance of enterprises,and discusses the moderating effect of employee mobility.By analyzed the Chinese enterprises survey data which provided by World Bank,this paper finds:knowledge integration has a significantly positive effect on global marketing resources integration capability,and global marketing resources integration capability has a positive effect on international performance of enterprises;knowledge innovation has a significantly positive effect on deep marketing insight capability,and deep marketing insight capability has a positive effect on international performance of enterprises;employee mobility plays a positive moderating role in the relationship between deep marketing insight capability and international performance of enterprises.