关键词: 网络营销能力, 合作有效性, 创新绩效

Abstract: In order to enhance the core competence of Chinese manufacturing firms, firms have to integrate the e-business thinking into their holistic marketing and strategic management framework, and improve the efficiency and effectiveness of external collaboration. Combined qualitative analysis and structural equation modeling research methods, we empirically explored the relationship between company's E-marketing capability, external collaboration effectiveness and innovation performance on 193 Chinese manufacturing enterprises. We found that: (1) E-marketing capability has a positive effect on innovation performance, The stronger E-marketing capability enterprises, the higher the innovation performance. (2) Firm’s external collaboration effectiveness act a mediating role between E-marketing capability and firm’s innovation performance.performance.We found that: (1) E-marketing capability has a positive effect on innovation performance, The stronger E-marketing capability enterprises, the higher the innovation performance. (2)Firm’s external collaboration effectiveness act a mediating role between E-marketing capability and firm’s innovation performance.

Key words: E-marketing capability, external collaboration effectiveness, innovation performance