【摘要】 基于能力基础观的理论视角,建立了营销能力、市场战略与经营绩效之间的关系模型,并运用来自于成渝地区215家民营企业的数据对模型进行了检验。研究发现:企业的营销能力会显著地影响企业(低成本和品牌化)市场战略的选择,而不同的市场战略对企业的不同经营绩效(市场绩效和财务绩效)具有差异性的影响;同时,企业外部环境的动荡性对这些影响关系也具有不同程度的调节作用;最后对研究结论的理论价值和管理启示进行了讨论。更多还原

【Abstract】 Based on competence-based Views,this paper proposes a theoretical model of the relationship among marketing capabilities,market strategy and business performance and uses empirical data collecting from 215 private enterprises in Chengdu-Chongqing region to examine the model.Research findings argue that: firm’s marketing capabilities have positive impact on the choice of market strategy;different market strategies exert different influence on business performance(market performance and financial performance);the environmental turbulence moderates these relationships in varying degrees.Finally,this paper discusses the theoretical value and managerial implication of the research findings.更多还原