组织资源对企业绿色营销组合的影响机理——以新能源汽车行业为例  

Effect Mechanism of Organizational Resources on Green Marketing Mix of Enterprises: A Case Study on New Energy Vehicle Industry

作　　者：李华晶[1] 王纯 LI Hua-jing;WANG Chun(School of Economics and Management,Beijing Forestry University,Beijing 100083,China)

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《管理案例研究与评论》2018年第2期148-162,共15页Journal of Management Case Studies

基　　金：国家自然科学基金面上项目"创业者伦理与制度环境交互作用对绿色创业机会开发的影响机理研究"(71572016);国家自然科学基金青年项目"地区环境差异影响下的新技术企业组织网络形成过程及机理研究"(71402163);国家自然科学基金面上项目"在华跨国公司企业社会责任行为机制及其权变策略研究:基于组织合法性的视角"(71672146)

摘　　要：面对当前环境问题日益突出的情况,是否顺应绿色发展趋势、开展绿色营销组合是企业面临的决策问题。本文在回顾绿色营销组合研究成果和相关理论的基础上,以中国新能源汽车行业为例,运用探索性多案例分析的研究方法,探索并构建了企业的组织资源影响绿色营销组合的机理模型。研究表明:(1)组织资源对企业开展绿色营销组合具有直接驱动作用;(2)政府监管、高层管理者个人风险偏好分别对组织资源与企业开展绿色营销组合的关系产生了促进作用。最后,本文为促进我国新能源汽车行业的蓬勃发展,对政府和企业提出了管理建议。As environmental problems become increasingly serious,enterprises have to make the tough decisions on whether they should conform to the green development trend and carry out the green marketing mix. This paper makes a review of the relative researches and theories about the green marketing mix. Taking China’s new energy vehicle industry as an example, it explores and develops an effect mechanism of organizational resources on enterprises carrying out the green marketing mix.Through a multi／｜case study, it reaches the following conclusions： ①Organizational resources are the direct driving factor of an enterprise to carry out the green marketing mix;②Government supervision and personal risk preferences of top managers respectively have positive effects on the relationship between organization resources and green marketing mix. Finally, this paper puts forward some management suggestions for both the government and enterprises to promote the vigorous development of China’s new energy vehicle industry.

关 键 词：组织资源 绿色营销组合 政府监管 高层管理者个人风险偏好 

分 类 号：F270[经济管理—企业管理]