摘要
在全球金融危机逐渐曼延的市场背景下,农产品企业的营销创新尤显重要,文章在文献综述的基础上将营销创新划分为渐进式营销创新、以技术为基础的变革型营销创新、以市场为基础的变革型营销创新三种营销创新方式,并将营销创新的前置变量市场导向划分为市场驱动导向和驱动市场导向,将这些变量与营销绩效一起构建了营销创新理论模型,并以国内191家农产品企业为样本,对模型进行实证检验。研究发现:两种变革型营销创新方式对营销绩效有显著的正向影响,而渐进式营销创新对营销绩效的影响不显著,变革型营销创新在驱动市场导向与营销绩效之间具有重要的中介效应,为二者间关系提供了新的解释。
On the condition of global finance crisis, marketing innovation of farm produce enterprise is very important, the thesis divided marketing innovation into three types： incremental marketing innovation; technology - based breakthrough marketing innovation; market - based breakthrough marketing innovation, and divided market orientation front variables of marketing innovation into market - driven o- rientation and market - driving orientation, and build a theoretical model of marketing innovation, 191 enterprises in China were studied as empirical samples to test the model. It turns out that two types of breakthrough marketing innovation has positive effect on marketing per- formance, but incremental marketing innovation has no distinct positive effect on marketing performance, besides, breakthrough marketing innovation has an important mediating role between market - driving orientation and organization performance, which offers a new explana- tion among their relationship.
出处
《华东经济管理》
CSSCI
2010年第3期76-82,共7页
East China Economic Management
关键词
农产品企业
渐进式营销创新
变革型营销创新
市场驱动导向
驱动市场导向
营销绩效
farm produce enterprise
incremental marketing innovation
breakthrough marketing innovation
market-driven orientation
market-driving orientation
marketing performance
