绿色创业导向背景下动态营销能力、顾客价值创新与企业绩效的关系研究  

The Relationship among Dynamic Marketing Capabilities,Customer Value Innovation and Organizational Performance in Context of Green Entrepreneurship

作　　者：李先江[1] 

机构地区：[1]武汉工程大学管理学院,武汉430073

出　　处：《软科学》2013年第9期60-63,72,共5页Soft Science

基　　金：湖北省住房和城乡建设厅2011年度湖北省建设科技计划项目(101)

摘　　要：在相关研究的基础上,提出了顾客价值创新的维度和量表,将顾客价值创新作为中介变量,并将顾客价值创新划分为渐进式创新和突破式创新,构建了绿色创业导向背景下动态营销能力对企业绩效影响的概念模型,并以湖北省222家企业为样本对其进行实证检验。结果发现,动态营销能力对企业绩效有正向积极影响,顾客价值创新在其间发挥了完全中介作用。另外,环境在动态营销能力与企业绩效之间以及动态营销能力与顾客价值创新之间的作用关系均起着正向调节作用。This paper brings forward a concept of customer value innovation （ CVI ）, and attempts to provide a conceptual model for how dynamic marketing capabilities（DMC） influence on organizational performance using CVI （containing incre- mental innovation and radical innovation） as mediator in context of green entrepreneurship, 222 firms from Hubei province of China were studied as empirical samples. The result shows that DMC has distinct positive effect on organizational perform- ance, and CVI play a completeness role in mediating this relationship. Moreover, circumstance has moderate effect on rela- tionship between DMC and organizational performance, and relationship between DMC and CVI.

关 键 词：绿色创业导向 动态营销能力 顾客价值创新 企业绩效 

分 类 号：F713.50[经济管理—市场营销]