中小企业营销创新与企业绩效关系  被引量:3

The Relationship between SME Marketing Innovation and Performance

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作  者:文亮[1] 李丽娜[1] 刘炼春[1] 

机构地区:[1]长沙理工大学,湖南长沙410114

出  处:《系统工程》2012年第8期76-82,共7页Systems Engineering

基  金:国家软科学项目(2012GXS4D093);教育部人文社会科学研究专项(11JDGC005);湖南省自然科学基金资助项目(12JJ3080);湖南省教育"十二五"规划课题(XJK011BGD057)

摘  要:营销创新是企业核心竞争力的重要组成部分,但目前学者对营销创新的研究较少。在文献回顾的基础上,将营销创新划分为观念创新、产品创新和营销程序创新三个维度,构建了营销创新与企业绩效间关系理论模型,以125家中小企业为实证样本,对模型进行了实证检验。研究发现,在0.01的显著性水平下,营销创新及其各维度对企业绩效都有显著正向影响。在0.05的显著性水平下,营销观念创新对成长绩效有显著正向影响,但对财务绩效影响不显著;在0.01的显著性水平下,产品创新对财务绩效和成长绩效都有显著正向影响;营销程序创新对财务绩效和成长绩效都有显著正向影响。Marketing innovation is the important part of the enterprises’ core competitiveness,but there is little research about this issue.Based on the literature review,the paper divides marketing innovation into three types: concept innovation,product innovation and process.A theoretical model of innovation is built between marketing innovation and enterprise performance.125 small and medium-sized enterprises(SMEs) were studied as empirical samples to test the model.It turns out marketing innovation and its three demensions have a significant effect on enterprise performance under the significance level at 0.01.Concept innovation has a significant effect on growth performance under the significance level at 0.05,but the effect on financial performance is not significant;under the significance level at 0.01,product innovation has a positive effect on both financial performance and growth performance.What’s more,process innovation has a positive effect on both financial and growth performance.

关 键 词:中小企业 营销创新 企业绩效 实证研究 

分 类 号:F274[经济管理—企业管理]

 

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