本土企业转型突破与网络关系升级:基于广告为调节变量的实证研究

科研管理 ›› 2014, Vol. 35 ›› Issue (11): 126-132.

本土企业转型突破与网络关系升级:基于广告为调节变量的实证研究

赖红波¹, 梁磊²

1. 复旦大学管理学院, 上海 200433;
2. 同济大学经济与管理学院, 上海 200092

收稿日期:2013-08-09 修回日期:2014-05-22 出版日期:2014-11-25 发布日期:2014-11-21
作者简介:赖红波(1971-),男,江西鄱阳人,管理学博士,副教授,复旦大学管理学院博士后(应用经济学流动站),研究方向为产业经济理论、创新企业网络、品牌与升级。
梁磊(1974-),男,河南驻马店人,同济大学经济与管理学院博士研究生,研究方向企业战略与品牌管理。
基金资助:
中国博士后科学基金(第55批资助)"制造业设计业协同演化与转型升级:机制路径与扶持政策"(基金编号:2014M551296);2014年上海市人民政府发展研究中心年度研究课题"上海设计业与长三角制造业协同发展机制与政策研究"(编号:2014-GR-47)。

Local enterprise transformation breakthrough and network relationship upgrade: An empirical study based on advertising as regulation variables

Lai Hongbo¹, Liang Lei²

1. School of Management, Fudan University, Shanghai 200433, China;
2. School of Economics and Management, Tongji University, Shanghai 200092, China

Received:2013-08-09 Revised:2014-05-22 Online:2014-11-25 Published:2014-11-21

摘要/Abstract

摘要： 在本土企业转型升级行为与升级路径遇到"瓶颈"的背景下,本研究提出了网络关系升级的概念,构建了基于网络关系为中介变量和广告行为为调节变量的企业销售行为和市场行为对企业绩效的影响模型。同时,针对近200家企业搜集了183份有效问卷,进行了实证分析。研究结果表明,网络关系在企业销售和市场行为与企业绩效关系中发挥中介效应;同时,广告行为能显著增强企业的销售和市场行为对网络关系的影响。

关键词: 转型突破, 网络关系升级, 广告

Abstract: Under the background where the transformation and upgrading of local enterprises and upgrading path meet "bottleneck", this research puts forward the concept of network relationship upgrading, and constructs the model of impact of enterprise sales behavior and market behavior on enterprise performance based on network relationship as mediator and advertising behavior asa regulating variable. At the same time, we collected 183 valid questionnaires to nearly 200 companies for an empirical analysis. The research results show that network relationships play a mediating effect on the relationship between enterprise sales and market behavior and enterprise performance; at the same time, advertisement can enhance significantly the impact of enterprise sales and market behavior on network relationships.

Key words: breakthrough in transition, network relationship upgrade, advertisement

中图分类号:

F273.2

赖红波, 梁磊. 本土企业转型突破与网络关系升级:基于广告为调节变量的实证研究[J]. 科研管理, 2014, 35(11): 126-132.

Lai Hongbo, Liang Lei. Local enterprise transformation breakthrough and network relationship upgrade: An empirical study based on advertising as regulation variables[J]. Science Research Management, 2014, 35(11): 126-132.

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