模块化价值网络中知识转移对企业营销绩效的影响研究
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摘要
随着经济全球化趋势的加快、信息技术的发展和市场需求的日益复杂化,模块化设计、生产与制造的应用范围日益拓展,导致了企业能力要素和价值的模块化,使企业组织出现了模块化倾向,并产生了模块化组织。以价值模块为基础,传统的价值链经过解构、整合和重建形成了具有差异化竞争优势的模块化价值链。不同企业的价值模块和模块化价值链在共同的界面标准内交叉、融合,形成了模块化价值网络。知识经济时代,组织是一个知识创新的系统,知识已经成为决定企业可持续竞争优势的关键战略性资源。模块化价值网络就是以价值的可模块化为前提,通过知识的转移和共享,并利用契约将各价值模块企业连接起来所形成的开放式创新网络,其实质是一个知识转移与价值实现的知识系统。在模块化价值网络正在取代传统价值链而成为新的价值创造模式背景下,企业必须从新的网络视角重新审视知识创新的系统运作模式,在更广阔的思维和视野空间内优化配置知识资源,从而提高企业的核心能力和创新水平,实现企业良好战略营销绩效和可持续竞争优势。因此,研究模块化价值网络中知识转移对企业营销绩效的影响,具有很强的理论和现实意义。
从已有的价值网络研究成果来看,目前的研究主要集中于网络整体层面,定性分析和描述性的案例居多,但是将模块化和企业组织网络化相结合,系统研究模块化价值网络对成员企业核心竞争力影响的文献相对不足,尤其缺乏对模块化价值网络营销层面的研究。对此,本研究借鉴社会网络分析方法,运用结构和关系两个维度定性和定量描述了模块化价值网络的特征,深入探讨了模块化价值网络中知识转移的过程,构建了基于战略营销的企业营销绩效指标体系,并在明晰模块化价值网络特征、成员企业间知识转移和企业营销绩效三者之间关系的基础上,构建了模块化价值网络中知识转移影响企业营销绩效的理论模型。在将理论模型中所涉及的变量进行概念化和操作化的基础上,本研究以山东省180家企业问卷调查结果为研究数据,运用SPSS17.0统计分析软件对调研数据进行了分析。通过理论与实证分析,本研究主要得出了以下结论：
第一,模块化价值网络的结构和关系特性促进了成员企业间的知识转移,网络内各企业以跨组织边界的知识流、知识链为基础,通过知识认知、知识获取和知识吸收的最佳实践设计来实现协同网络驱动下的知识与价值的循环整合和螺旋上升,从而提升了成员企业的战略营销绩效。
第二,模块化价值网络的结构特征和关系特征对成员企业间知识转移有显著影响。实证结果表明,模块化价值网络结构维度和关系维度六大指标中,网络中心性、关系强度、关系质量对企业知识认知与知识吸收有显著影响；网络中心性、关系强度对企业知识获取有显著影响。
第三,模块化价值网络中知识转移有效提升了企业营销绩效。通过实证分析发现,知识获取和知识吸收对企业的财务绩效、市场绩效和创新绩效均有显著正向影响,而知识认知对财务绩效和市场绩效有显著影响。
第四,模块化价值网络对企业营销绩效影响是多维度的。根据实证分析结果,一方面,模块化价值网络指标对企业营销绩效影响显著并且直接作用于企业营销绩效；另一方面,模块化价值网络指标通过影响成员企业间知识转移而间接影响企业营销绩效。
第五,成员企业间的知识转移在模块化价值网络对企业营销绩效的影响中起到了“桥梁”的作用,即模块化价值网络结构及关系特征在相当程度上是通过影响成员企业间的知识转移进而影响企业营销绩效的。
第六,加入控制变量后,变量之间的关系发生了变化。按照企业成立年限分类后的回归结果表明,网络中心性、关系强度和关系稳定性对新成立企业的财务绩效有显著影响,对成熟企业来说是关系强度、网络中间性和网络规模;网络中心性、关系稳定性和网络规模直接显著影响新成立企业的市场绩效,对成熟企业而言是关系强度、网络中心性和关系稳定性；网络中心性直接显著影响新成立企业的创新绩效,对成熟企业而言是网络中间性、关系强度、网络中心性和关系稳定性。对于新成立企业,知识转移的三个维度中只有知识认知直接显著影响企业财务绩效和市场绩效,知识吸收显著影响创新绩效；对于成熟企业,知识获取和知识吸收对企业营销绩效的三个维度均有显著影响,而知识认知显著影响市场绩效。
本研究的创新之处主要体现在：
第一,构建了模块化价值网络—企业间知识转移—企业营销绩效的理论研究模型并进行了实证检验。本研究借鉴社会网络分析方法,运用模块化价值网络的结构与关系特征维度,描述了模块化价值网络的内涵与特征,创新性的提出了模块化价值网络、企业间知识转移和企业营销绩效的理论分析框架,深入分析并实证检验了模块化价值网络结构与关系特征对企业间知识转移的促进机制。
第二,理论上揭示了模块化价值网络中知识转移过程对企业营销绩效的作用机理。在明确模块化价值网络的结构性和关系性特征的基础上,详细分析了模块化价值网络中知识转移所包含的三个构成维度—知识认知、知识获取、知识吸收,并阐析了知识转移不同维度对企业营销绩效的影响。
第三,实证检验了模块化价值网络中知识转移对企业营销绩效的影响效果。本研究从战略营销的角度出发,构建了企业营销绩效评价指标体系,将企业营销绩效构成拓展为财务绩效、市场绩效和创新绩效三个维度。并在此基础上,以山东省180家企业为样本,使用SPSS 17.0统计分析软件定量分析了模块化价值网络中知识转移对企业营销绩效的实际影响,具有较强的实践探索性。
With the acceleration of economic globalization, information technology development and increasingly complexity of market demand, the application scope of modular design and manufacture have been under continuous expansion recently, which caused the emergence of organization modularity, and led directly to the modularity of enterprises'key value and capacities. The traditional integrated value chain, which experienced deconstruction, reintegration and reconstruction, has become a modular value chain with differentiated competitive advantage. The value modules and modular value chain of different enterprises intersect and harmonize in the common interfacial standard, forming a modular value network. In the era of knowledge economy, organization is regarded as a knowledge innovation system, and knowledge has become a crucial strategic resource to the enterprise's sustainable competitive advantage. In particular, the network of modular value, based on modular products, is actually an open innovation network, linking all value modules together among different enterprises through knowledge transfer and sharing, as well as contracts. The essence of which is a knowledge transfer and value achieving systems. When modular value networks are replacing the traditional value chain and gradually becoming a new value generation mode, enterprises need to re-examine knowledge innovation and operation mode from a new perspective, and optimize knowledge resource allocation in broader range of thinking and vision, thereby enhancing companies' key capabilities and innovation ability to achieve strategic marketing performance and sustainable competitive advantage. Therefore, the study of how knowledge transference in modular value network influences corporate marketing performance impact of corporate marketing has strong theoretical and practical value.
According to existing researches of value network, current studies focused mainly on an overall level, qualitative analysis and descriptive cases are well seen. However, there are not so many theoretical and empirical researches to show how modular value network affects companies' core competitive advantage, especially to unveil the influence mechanism based on knowledge perspective. Hence, in reference to the social network analysis method, this study gives qualitative and quantitative descriptions of main characteristics of modular value network. Moreover, it explores the process of knowledge transfer in that network and clarifies the relation among network characteristics, knowledge transfer and corporate marketing performance. Based on that, this study builds the conceptual model. The model data sourced from survey results, which involved 180 enterprises from Shangdong Province. SPSS 17.0, a popular statistical analysis software is employed to investigate that data. The results of theoretical and empirical analysis come to following conclusions:
First, the structure and characteristics of modular value network promote knowledge transfer among network members. And all members using the knowledge flow across organizational boundaries are gradually optimizing their awareness, acquisition and assimilation of knowledge. In consequence, the circular integration and spiral upgrade of value and knowledge will be achieved, driven by the network synergy. And it will finally enhance corporate marketing performance.
Second, structure and relation characteristics of modular value network have a significant effect upon knowledge transfer among members. Among the six main indicators of structure dimension and relation dimension, network centricity, relation intensity and relation quality have significant effect on both knowledge awareness and absorption, whereas network centricity and relation intensity have significant effect on knowledge acquisition.
Third, the knowledge transfer in modular value network promotes corporate marketing performance effectively. The empircal analysis shows that, both knowledge acquisition and absorption have a significant positive effect upon corporate financial performance, marketing performance and innovation performance, knowledge awareness have a significant effect upon corporate financial and marketing performance.
Fourth, modular value network have multi-dimension effect upon corporate marketing performance. According the research results of the Empirical analysis, the patten of modular value network effect upon corporate marketing performance is divided into two categories:on one hand, structure and relation characteristics of modular value network have a direct effect upon corporate marketing performance, on the other hand, modular value network have a indirect effect upon corporate marketing performance through every indicator of knowledge transfer.
Fifth, knowledge transfer among network members plays an intermediary role in the process of modular value network affects enterprise performance, structure and relation characteristics of modular value network effect corporate marketing performance through it effecting knowledge transfer among network members.
Sixth, when introduced the control variable, the relations among variable change subsequently. The aggression result classified by enterprise fixed establishment shows as following:network centricity, relation intensity and relation quality have significant effect upon new corporate financial performance, for mutral corporate, relation intensity, network intermediary and network scale effect its financial performance; network centricity, relation stability and network scale have direct significant effect upon new corporate markting performance, for mutual corporate, relation intensity, network centricity and relation stability effect its marketing performance; network centricity have direct significant effect upon new corporate innovation performance, for mutual corporate, network intermediary, relation intensity, network centricity and relation stability effect its innovation performance. For new corporate, only knowledge awareness in the three dimensions of knowledge transfer have direct significant effect on corporate financial and markting performance, knowledge absorption have significant effect upon corporate innovation performance; for mutral corporate, knowledge acquisition and knowledge absorption have significant effect upon three dimensions of corporate marketing performance and knowledge awareness have significant effect upon market performance.
The innovation points of this research are show below:
First, this paper builds the research model of "modular value network, knowledge transfer among network members, corporate marketing performance" and verifies it. In reference to the social network analysis method, this study describes content and characteristics of modular value network by using structure and relation characteristics of modular value network, and propose analysis framework of modular value network, knowledge transfer among network members, corporate marketing performance. Based on this analysis framework and according to the empirical results, this paper finds that structure and relation characteristics of modular value network promote knowledge transfer among network members.
Second, this study gives the action mechanism of the process of knowledge transfer among network members in modular value network on corporate marketing performance. Base on the defination of structure and relation characteristics of modular value network, this paper analysizes three dimensions of knowledge transfer among network members in modular value network-knowledge awareness, aquisiton and absorption, and verifies the action mechanism of differernt dimensions of knowledge transfer on corporate marketing performance.
Third, this paper examines the effect of knowledge transfer among network members in modular value network on corporate marketing performance. Based on strategic markting, this study builds corporate marketing performance indicator system which expands corporate marketing performance into three dimensions of financial performance, market performance and innovation performance. Thus, according to 205 valid Questionnaires, this paper takes a study by using of the statistical analysis software SPSS 17.0 to analysis that knowledge transfer in modular value network effect corporate marketing performance, and this have some exploratory.
从已有的价值网络研究成果来看,目前的研究主要集中于网络整体层面,定性分析和描述性的案例居多,但是将模块化和企业组织网络化相结合,系统研究模块化价值网络对成员企业核心竞争力影响的文献相对不足,尤其缺乏对模块化价值网络营销层面的研究。对此,本研究借鉴社会网络分析方法,运用结构和关系两个维度定性和定量描述了模块化价值网络的特征,深入探讨了模块化价值网络中知识转移的过程,构建了基于战略营销的企业营销绩效指标体系,并在明晰模块化价值网络特征、成员企业间知识转移和企业营销绩效三者之间关系的基础上,构建了模块化价值网络中知识转移影响企业营销绩效的理论模型。在将理论模型中所涉及的变量进行概念化和操作化的基础上,本研究以山东省180家企业问卷调查结果为研究数据,运用SPSS17.0统计分析软件对调研数据进行了分析。通过理论与实证分析,本研究主要得出了以下结论：
第一,模块化价值网络的结构和关系特性促进了成员企业间的知识转移,网络内各企业以跨组织边界的知识流、知识链为基础,通过知识认知、知识获取和知识吸收的最佳实践设计来实现协同网络驱动下的知识与价值的循环整合和螺旋上升,从而提升了成员企业的战略营销绩效。
第二,模块化价值网络的结构特征和关系特征对成员企业间知识转移有显著影响。实证结果表明,模块化价值网络结构维度和关系维度六大指标中,网络中心性、关系强度、关系质量对企业知识认知与知识吸收有显著影响；网络中心性、关系强度对企业知识获取有显著影响。
第三,模块化价值网络中知识转移有效提升了企业营销绩效。通过实证分析发现,知识获取和知识吸收对企业的财务绩效、市场绩效和创新绩效均有显著正向影响,而知识认知对财务绩效和市场绩效有显著影响。
第四,模块化价值网络对企业营销绩效影响是多维度的。根据实证分析结果,一方面,模块化价值网络指标对企业营销绩效影响显著并且直接作用于企业营销绩效；另一方面,模块化价值网络指标通过影响成员企业间知识转移而间接影响企业营销绩效。
第五,成员企业间的知识转移在模块化价值网络对企业营销绩效的影响中起到了“桥梁”的作用,即模块化价值网络结构及关系特征在相当程度上是通过影响成员企业间的知识转移进而影响企业营销绩效的。
第六,加入控制变量后,变量之间的关系发生了变化。按照企业成立年限分类后的回归结果表明,网络中心性、关系强度和关系稳定性对新成立企业的财务绩效有显著影响,对成熟企业来说是关系强度、网络中间性和网络规模;网络中心性、关系稳定性和网络规模直接显著影响新成立企业的市场绩效,对成熟企业而言是关系强度、网络中心性和关系稳定性；网络中心性直接显著影响新成立企业的创新绩效,对成熟企业而言是网络中间性、关系强度、网络中心性和关系稳定性。对于新成立企业,知识转移的三个维度中只有知识认知直接显著影响企业财务绩效和市场绩效,知识吸收显著影响创新绩效；对于成熟企业,知识获取和知识吸收对企业营销绩效的三个维度均有显著影响,而知识认知显著影响市场绩效。
本研究的创新之处主要体现在：
第一,构建了模块化价值网络—企业间知识转移—企业营销绩效的理论研究模型并进行了实证检验。本研究借鉴社会网络分析方法,运用模块化价值网络的结构与关系特征维度,描述了模块化价值网络的内涵与特征,创新性的提出了模块化价值网络、企业间知识转移和企业营销绩效的理论分析框架,深入分析并实证检验了模块化价值网络结构与关系特征对企业间知识转移的促进机制。
第二,理论上揭示了模块化价值网络中知识转移过程对企业营销绩效的作用机理。在明确模块化价值网络的结构性和关系性特征的基础上,详细分析了模块化价值网络中知识转移所包含的三个构成维度—知识认知、知识获取、知识吸收,并阐析了知识转移不同维度对企业营销绩效的影响。
第三,实证检验了模块化价值网络中知识转移对企业营销绩效的影响效果。本研究从战略营销的角度出发,构建了企业营销绩效评价指标体系,将企业营销绩效构成拓展为财务绩效、市场绩效和创新绩效三个维度。并在此基础上,以山东省180家企业为样本,使用SPSS 17.0统计分析软件定量分析了模块化价值网络中知识转移对企业营销绩效的实际影响,具有较强的实践探索性。
With the acceleration of economic globalization, information technology development and increasingly complexity of market demand, the application scope of modular design and manufacture have been under continuous expansion recently, which caused the emergence of organization modularity, and led directly to the modularity of enterprises'key value and capacities. The traditional integrated value chain, which experienced deconstruction, reintegration and reconstruction, has become a modular value chain with differentiated competitive advantage. The value modules and modular value chain of different enterprises intersect and harmonize in the common interfacial standard, forming a modular value network. In the era of knowledge economy, organization is regarded as a knowledge innovation system, and knowledge has become a crucial strategic resource to the enterprise's sustainable competitive advantage. In particular, the network of modular value, based on modular products, is actually an open innovation network, linking all value modules together among different enterprises through knowledge transfer and sharing, as well as contracts. The essence of which is a knowledge transfer and value achieving systems. When modular value networks are replacing the traditional value chain and gradually becoming a new value generation mode, enterprises need to re-examine knowledge innovation and operation mode from a new perspective, and optimize knowledge resource allocation in broader range of thinking and vision, thereby enhancing companies' key capabilities and innovation ability to achieve strategic marketing performance and sustainable competitive advantage. Therefore, the study of how knowledge transference in modular value network influences corporate marketing performance impact of corporate marketing has strong theoretical and practical value.
According to existing researches of value network, current studies focused mainly on an overall level, qualitative analysis and descriptive cases are well seen. However, there are not so many theoretical and empirical researches to show how modular value network affects companies' core competitive advantage, especially to unveil the influence mechanism based on knowledge perspective. Hence, in reference to the social network analysis method, this study gives qualitative and quantitative descriptions of main characteristics of modular value network. Moreover, it explores the process of knowledge transfer in that network and clarifies the relation among network characteristics, knowledge transfer and corporate marketing performance. Based on that, this study builds the conceptual model. The model data sourced from survey results, which involved 180 enterprises from Shangdong Province. SPSS 17.0, a popular statistical analysis software is employed to investigate that data. The results of theoretical and empirical analysis come to following conclusions:
First, the structure and characteristics of modular value network promote knowledge transfer among network members. And all members using the knowledge flow across organizational boundaries are gradually optimizing their awareness, acquisition and assimilation of knowledge. In consequence, the circular integration and spiral upgrade of value and knowledge will be achieved, driven by the network synergy. And it will finally enhance corporate marketing performance.
Second, structure and relation characteristics of modular value network have a significant effect upon knowledge transfer among members. Among the six main indicators of structure dimension and relation dimension, network centricity, relation intensity and relation quality have significant effect on both knowledge awareness and absorption, whereas network centricity and relation intensity have significant effect on knowledge acquisition.
Third, the knowledge transfer in modular value network promotes corporate marketing performance effectively. The empircal analysis shows that, both knowledge acquisition and absorption have a significant positive effect upon corporate financial performance, marketing performance and innovation performance, knowledge awareness have a significant effect upon corporate financial and marketing performance.
Fourth, modular value network have multi-dimension effect upon corporate marketing performance. According the research results of the Empirical analysis, the patten of modular value network effect upon corporate marketing performance is divided into two categories:on one hand, structure and relation characteristics of modular value network have a direct effect upon corporate marketing performance, on the other hand, modular value network have a indirect effect upon corporate marketing performance through every indicator of knowledge transfer.
Fifth, knowledge transfer among network members plays an intermediary role in the process of modular value network affects enterprise performance, structure and relation characteristics of modular value network effect corporate marketing performance through it effecting knowledge transfer among network members.
Sixth, when introduced the control variable, the relations among variable change subsequently. The aggression result classified by enterprise fixed establishment shows as following:network centricity, relation intensity and relation quality have significant effect upon new corporate financial performance, for mutral corporate, relation intensity, network intermediary and network scale effect its financial performance; network centricity, relation stability and network scale have direct significant effect upon new corporate markting performance, for mutual corporate, relation intensity, network centricity and relation stability effect its marketing performance; network centricity have direct significant effect upon new corporate innovation performance, for mutual corporate, network intermediary, relation intensity, network centricity and relation stability effect its innovation performance. For new corporate, only knowledge awareness in the three dimensions of knowledge transfer have direct significant effect on corporate financial and markting performance, knowledge absorption have significant effect upon corporate innovation performance; for mutral corporate, knowledge acquisition and knowledge absorption have significant effect upon three dimensions of corporate marketing performance and knowledge awareness have significant effect upon market performance.
The innovation points of this research are show below:
First, this paper builds the research model of "modular value network, knowledge transfer among network members, corporate marketing performance" and verifies it. In reference to the social network analysis method, this study describes content and characteristics of modular value network by using structure and relation characteristics of modular value network, and propose analysis framework of modular value network, knowledge transfer among network members, corporate marketing performance. Based on this analysis framework and according to the empirical results, this paper finds that structure and relation characteristics of modular value network promote knowledge transfer among network members.
Second, this study gives the action mechanism of the process of knowledge transfer among network members in modular value network on corporate marketing performance. Base on the defination of structure and relation characteristics of modular value network, this paper analysizes three dimensions of knowledge transfer among network members in modular value network-knowledge awareness, aquisiton and absorption, and verifies the action mechanism of differernt dimensions of knowledge transfer on corporate marketing performance.
Third, this paper examines the effect of knowledge transfer among network members in modular value network on corporate marketing performance. Based on strategic markting, this study builds corporate marketing performance indicator system which expands corporate marketing performance into three dimensions of financial performance, market performance and innovation performance. Thus, according to 205 valid Questionnaires, this paper takes a study by using of the statistical analysis software SPSS 17.0 to analysis that knowledge transfer in modular value network effect corporate marketing performance, and this have some exploratory.
引文
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