营销组织能力与企业转型匹配有效性研究  

Matching Effectiveness between Marketing Organization Ability and Enterprise Transformation

作　　者：赫连志巍[1] Helian Zhiwei

机构地区：[1]燕山大学经济管理学院,066004

出　　处：《企业经济》2021年第10期60-69,共10页Enterprise Economy

基　　金：河北省哲学社会科学规划项目“企业转型导向、心理契约与营销团队胜任特征匹配研究”(项目编号:HB17GL087)。

摘　　要：企业在市场机会或竞争压力下选择转型是实现持续发展的重要途径之一。转型企业的营销组织能力与转型要求有效匹配是转型成功的重要环节。从转型的关键因素对营销组织能力的要求出发,本文建立与转型要求匹配的指标体系,使用结构方程评价匹配的有效性,利用权重法对匹配有效性程度进行测量。研究发现:营销组织能力与企业转型匹配有效性程度越高,对转型的保障力就越强;根据匹配路径系数能够确定匹配有效的关键路径;使用隐变量和观测变量指标权重能够系统调整各因素对转型匹配的有效性程度。据此,本文提出提升匹配有效性建议:强化营销组织能力提高转型匹配有效性;发挥关键路径主导作用提高匹配效率;根据隐变量和观测变量权重进行系统、深层次的匹配调整,确保顺利转型。Under the market opportunity or competitive pressure, it is one of the important ways for enterprises to choose the transformation to achieve sustainable development. The effective matching between marketing organization ability and transformation requirements of transformation enterprises is an important part of the transformation success. Starting from the requirements of key factors of transformation on marketing organization ability, this paper establishes an index system matching the transformation requirements, evaluates the matching effectiveness by using structural equation, and measures the matching effectiveness by using weight method. The results show that the more effective the matching degree between marketing organization ability and enterprise transformation is, the stronger the guarantee of enterprise transformation is. According to the matching path coefficient, the critical path with effective matching can be determined. Using the index weights of hidden variables and observed variables can systematically adjust the effectiveness of each factor to transition matching. Accordingly, suggestions to improve the matching effectiveness are made: strengthening the marketing organization ability to improve the effectiveness of the transformation matching;playing the leading role of the critical path to improve the matching efficiency;making systematic and deep matching adjustment according to the weights of hidden variables and observed variables to ensure smooth transition.

关 键 词：企业转型 营销组织 组织能力 匹配有效性 结构方程 

分 类 号：F27[经济管理—企业管理]