企业营销能力与生产运营能力交互作用及其对绩效影响研究  

Impact of Marketing Capability and Production Operation Capability on Firms'Financial Performance

作　　者：万光羽[1] 蒲霏嫣 李紫纯 曹裕[2] Wan Guangyu;Pu Feiyan;Li Zichun;Cao Yu(School of Economics&Trade,Hunan University,Changsha 410082,China;Business School,Central South University,Changsha 410083,China)

机构地区：[1]湖南大学经济与贸易学院,湖南长沙410082 [2]中南大学商学院,湖南长沙410083

出　　处：《中国管理科学》2024年第5期275-285,共11页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72274055,72272153);湖南省科技创新领军人才项目(2021RC4007);湖南省自然科学基金面上项目(2022JJ30176)。

摘　　要：企业资源管理理论和组织流程观点认为,企业在市场中的竞争优势依赖其独特的资源和能力,从而造成绩效差异。营销能力和生产运营能力是企业两大基本业务能力,也是企业创造价值的核心职能力。前者表示企业创造客户需求和营销收入的能力,后者表示企业供给和满足市场需求的能力。二者分别通过销售过程和生产运营过程的投入产出效率衡量。本文运用数据包络分析法(DEA)测算2013-2018年制造业与批发零售业共1937家上市公司的营销能力和生产运营能力,采用计量模型实证研究二者之间的关系及其如何影响企业绩效,并讨论市场需求不确定性的调节效应。研究发现:营销能力和生产运营能力对企业绩效均具有显著正向影响,但营销能力的影响更强;有趣的是,运营能力具有“双重效应”:中介效应检验表明营销能力通过带动运营能力的提高来间接促进企业绩效;但同时,过高的生产运营能力对营销能力与企业绩效之间的正向影响关系也存在抑制效应。最后,市场需求不确定性正向调节两种能力与企业绩效的影响关系,即两种能力在市场环境波动大的情况下对企业绩效的贡献更大。本文研究结论可为企业管理者在企业资源配置和业务职能改进提供参考。The resource-based view and process view of the organization believe that the competitive advantage of a firm in the market depends on its unique resources and capabilities,which results in performance differ⁃ences.Marketing capability and operational capability are two essential functions that create value for firms.The former means the ability to create customer demand and marketing revenue,and the latter means the ability to produce supply and meet market demand.The two are measured by calculating the input and output efficiency of the sales process and production operation,respectively.Data Envelopment Analysis(DEA)is used to measure the operational capability and the marketing capability of 1,937 listed companies in the manufacturing and retailing industries from 2013 to 2018.It uses econometric models to empirically study the relationship between the two and how they affect firm performance.The moderating effect of market demand uncertainty is also discussed.Firstly,the two capabilities significantly positively impact firm performance,but the marketing capability has a more substantial positive impact.Interestingly,the intermediary effect is veri⁃fied,indicating that the marketing capability indirectly improves firm performance by driving the improvement of operational capability.Nevertheless,excessive operational capability has an inhibitory and regulatory effect on the positive relationship between marketing capability and firm performance.Finally,market demand uncertainty positively regulates the relationship between the two capabilities and firm performance.That is,the two capabilities contribute more to firm performance when the market environment displays a fluctuation.The research conclusions of this paper provide references for the resource allocation and the functional improvement of business managers in formulating market competition strategies.

关 键 词：运营能力 营销能力 数据包络分析 企业绩效 需求不确定性 

分 类 号：F272.3[经济管理—企业管理] F224.7[经济管理—国民经济]