检索规则说明:AND代表“并且”;OR代表“或者”;NOT代表“不包含”;(注意必须大写,运算符两边需空一格)
检 索 范 例 :范例一: (K=图书馆学 OR K=情报学) AND A=范并思 范例二:J=计算机应用与软件 AND (U=C++ OR U=Basic) NOT M=Visual
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.
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在载入数据...
正在链接到云南高校图书馆文献保障联盟下载...
云南高校图书馆联盟文献共享服务平台 版权所有©
您的IP:216.73.216.62