精细化学品企业营销能力对市场战略与经营绩效影响的实证研究  

An empirical study on the impacts of marketing ability of fine chemical enterprises on market strategy and business performance

作　　者：刘睿韬 LIU Rui-tao(School of Business Administration,Guizhou University of Finance and Economics,Guiyang,Guizhou 550025,China)

机构地区：[1]贵州财经大学工商管理学院,贵州贵阳550025

出　　处：《日用化学品科学》2023年第8期61-64,共4页Detergent & Cosmetics

摘　　要：以27家上市精细化学品公司为研究对象,采用结构方程模型进行研究。结果表明,营销能力愈强大的精细化学品公司愈愿意采用品牌化战略。因为品牌化战略不仅关系到公司的高水平财务绩效,而且还可以帮助精细化学品公司在动荡的外部环境下,更好地抵御和应对外界不断变化对公司的市场绩效和财务绩效的冲击。27 listed fine chemical companies were taken as the research objects and structural equation models were used for study.The results of empirical research indicated that,fine chemical companies with stronger marketing ability were more willing to adopt branding strategies,because branding strategies were not only related to the company’s high-level financial performance,but also could help fine chemical companies better resist and respond to the impacts of external changes on the company's market and financial performance in a turbulent external environment.

关 键 词：营销能力 市场战略 经营绩效 环境动荡性 

分 类 号：F274[经济管理—企业管理]