营销能力对技术创新和市场绩效影响的关系研究——基于我国中小上市企业的实证研究  

An empirical study of the relationship among marketing capability, technological innovation and market performance: an empirical investigation based on the listed SMEs in China

作　　者：陈晓红[1] 于涛[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《科学学研究》2013年第4期585-595,共11页Studies in Science of Science

基　　金：国家自然科学基金创新群体科学基金项目(70921001/G0104);教育部哲学社会科学研究重大课题攻关项目(10JZD0020)

摘　　要：在营销能力与市场绩效的关系研究中,引入中介变量技术创新,从技术创新的视角出发,为技术创新构建3个维度,研究营销能力通过技术创新对市场绩效的影响作用,并对我国340家中小上市企业进行实证分析。研究结果表明,营销能力对于市场绩效有显著影响,同时,营销能力会通过企业技术创新的2个维度(研发投入和技术投入)对市场绩效产生显著影响,然而专利对二者关系的中介作用并不显著。研究结果丰富了企业对营销能力的认识,为企业的技术创新和以后的发展策略都有重要的实践指导意义。The mediating variable of technological innovation is introduced into the study of the relationship between marketing capabilities and market performance in this paper.From the perspective of technological innovation,to build three dimensions of technological innovation,and to analysis the effect of marketing capabilities on market performance based on 340 listed SMEs in China,and the relationships are mediated by technological innovation.The results show that marketing capability has significant effects on market performance.Meanwhile,marketing capability affect market performance through two dimensions of enterprises＇ technological innovation（RD investment and technology inputs）,and the company＇s patent did not significantly mediates the relationship between marketing capability and market performance.The findings enrich the understanding of the marketing capabilities,which has important guiding significance in practice for technology innovation and development strategy.

关 键 词：中小企业 营销能力 技术创新 市场绩效 中介效应 

分 类 号：C931[经济管理—管理学]