如何利用多渠道营销提升企业绩效?--基于NCA和fsQCA结果的分析  

How to Use Multi-channel Marketing to Improve Corporate Performance?——Analysis Based on the Results of NCA and fsQCA

作　　者：邓琪 庄贵军[1] 李思涵 DEND Qi;ZHUANG Gui-jun;LI Si-han(School of Management,Xi’an Jiaotong University,Xi’an 710049,China)

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《工程管理科技前沿》2022年第6期57-64,共8页Frontiers of Science and Technology of Engineering Management

基　　金：国家自然科学基金资助项目(72072141,72102107)。

摘　　要：本文基于194份制造企业调研数据,进行必要条件分析(NCA)和模糊集定性比较分析(fsQCA),探索通过多渠道营销引致高企业绩效的路径。结果表明:渠道多元化、跨渠道冲突、渠道差异化和跨渠道整合四个条件变量并不是引致高企业绩效的必要条件;在不同的跨渠道冲突水平下,渠道多元化、跨渠道整合和渠道差异化可以形成多条不同的路径引致高水平企业绩效出现;实现高水平企业绩效不一定需要高水平渠道差异化,高水平渠道差异化可能会引致低水平企业绩效;在高水平跨渠道冲突情境中,跨渠道整合对于提升企业绩效至关重要。研究结论丰富了多渠道营销领域研究成果,拓展了组态理论在多渠道研究领域的应用,为后续研究提供了新的视角,对企业实施多渠道营销也具有一定的参考价值。Based on the data of 194 manufacturing firms,the paper uses necessary condition analysis(NCA)and fuzzy set qualitative comparative analysis(fsQCA)to explore the path leading to high-level performance.The result shows that channel diversity,cross-channel conflict,channel differentiation and cross-channel integration are not necessary for high firm performance.In different cross-channel conflict contexts,channel diversity,cross-channel integration and channel differentiation can form multiple paths leading to the emergence of high-level firm performance.Achieving high firm performance may not necessarily require a high-level channel differentiation;high-level channel differentiation may lead to low-level firm performance.In a high-level cross-channel conflict context,cross-channel integration is critical to improving performance.The above conclusions enrich relevant results on multi-channel marketing,expand the application of configuration theory in multi-channel research,provide a new perspective for future research,and have reference values for enterprises to implement multi-channel marketing.

关 键 词：多渠道营销 跨渠道整合 渠道差异化 模糊集定性比较分析 必要条件分析 

分 类 号：F270[经济管理—企业管理]