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

Abstract

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

CLC Number:

F273.2

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.

References

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