在文献综述的基础上将低碳营销创新划分为渐进式低碳营销创新、以技术为基础的变革型低碳营销创新、以市场为基础的变革型低碳营销创新三种低碳营销创新方式,并将服务/市场配适、服务传递品质和营销沟通效果作为中间变量构建了低碳营销创新方式与营销绩效的关系理论模型,以国内261家服务业企业为样本,对模型进行实证检验。研究发现:渐进式低碳营销创新对营销绩效的直接正向影响不显著,但可以通过服务传递品质和营销沟通效果对营销绩效施加间接正向影响;以技术为基础的变革型低碳营销创新对营销绩效的直接正向影响不显著,但可以通过服务/市场配适、服务传递品质和营销沟通效果对营销绩效施加间接正向影响;以市场为基础的变革型低碳营销创新对营销绩效有显著的直接正向影响。
Abstract
The low carbon-based marketing innovation is divided into three types, that is, Low Carbon-based Incremental Marketing Innovation(LCIMI), Low Carbon and Technology-based Breakthrough Marketing Innovation(LCTBMI), and Low Carbon and Market-based Breakthrough Marketing Innovation(LCMBMI). The possible mediating variables, for example service-market fit, quality of service delivery, and effectiveness of marketing communication, between low carbon-based marketing innovation and marketing performance are expled, and a theoretical model is built. The service enterprises of 261 in China are studied as empirical samples.It turns out that LCIMI has no distinct direct positive effect on marketing performance, however has an indirect positive effect on it via quality of service delivery and effectiveness of marketing communication;LCTBMI has no distinct direct positive effect on marketing performance, however has an indirect positive effect on it via service-market fit, quality of service delivery, and effectiveness of marketing communication;LCMBMI has a distinct direct positive effect on marketing performance.
关键词
服务企业 /
低碳营销创新 /
渐进式低碳营销创新 /
变革型低碳营销创新 /
营销绩效
Key words
service enterprise /
low carbon-based marketing innovation /
LCIMI /
low carbon-based breakthrough marketing innovation /
marketing performance
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