面向互补性营销资产的互补营销研究
|
摘要
企业营销管理如何引入外部资源，建立跨企业、跨行业的合作，构建以顾客价值为中心的合作网络，争取获得共同分享更大的顾客资产已成为价值网驱动下的一个焦点问题。考虑到营销资产是在营销活动中由企业与其外部环境中的实体之间组合而产生的资产，把目光投向企业的营销资产，对符合营销实践规律的营销资产理论进行深入的研究，是解决上述焦点问题的一个有益尝试。
20世纪90年代末以来，以美国埃默里大学的Rajendra K.Srivastava教授为代表的营销资产流派取得了一系列的理论研究成果。但关于营销资产的概念界定、配置管理、评价测量及营销定位等问题仍然存在混乱，从一定程度上制约了营销资产理论在市场营销理论中的应用，影响了营销资产理论的发展。
正是在这样的研究背景下，本文运用文献分析、数理分析与案例分析等研究方法，基于互补性理论的研究视角，结合现有的营销资产理论、价值网营销范型理论和顾客资产驱动因素理论，提出互补性营销资产的完整定义，强调面向互补性营销资产管理，构建互补营销的整合框架，打造以顾客互补网络价值为中心的互补网络，推动企业与互补体之间的互补合作，可以实现共同分享更大的顾客资产。本文通过对一家中国知名旅游保险企业的案例研究，对影响互补效应创造的概念模型进行了实证检验。
论文研究得出以下主要结论：
（1）互补性营销资产是在核心产品营销活动中企业与其外部互补网络中的实体之间组合而产生的资产，是联结核心产品营销和顾客资产之间的桥梁，是评价营销活动创造顾客资产的重要工具。
（2）互补价值网驱动是形成共同分享更大的顾客资产的营销驱动力，是对价值网驱动的深化和拓展。
（3）互补营销是对互补性营销资产管理的互补价值网驱动观点、互补性营销资产、互补网络、顾客互补网络价值、互补营销战略定位乃至相关支持体系的归纳，具体通过对互补营销整合框架的理解和落实体现出来。
（4）互补营销的具体实施路径框架是对互补营销整合框架的精准解读，延伸和覆盖了两大核心影响要素和四大基本构成主体以往集中研究的基础要素，赋予了企业新的具体实施路径和相应实施工具。
（5）治理机制体系强调对互补营销整合框架中互补网络组织进行有效治理，而有效治理的核心目标就是要解决资产依赖性和策略互补性所带来的治理问题。
（6）互补效应评价体系强调对互补营销整合框架中基本构成主体间互补合作效果进行客观评价。一个完整的互补效应评价体系包括分项评价体系与整体评价体系。
（7）互补体类型的选择、互补合作方式的运用和互补营销能力的提升是影响企业互补效应创造的关键因素。
There is core issue about enterprise marketing management that how to adopt theexternal resources, and build cooperation between cross-enterprises andcross-industry, and build a network related to customer value, and strive to share morecustomer value. Considering the marketing assets is the combination of enterprisesmarketing activities and external business entities’ grouped assets, it is a beneficialattempt for this relative issue by focusing on enterprises’ marketing assets, andconducting a depth research about the marketing practice about marketing theory ofassets.
Since the late nineteen nineties, the Professor Rajendra K.Srivastava from EmoryUniversity in United States is the representative of the marketing assets genre whomade a series of theoretical research. But the debates about marketing asset definition,configuration management, measurement of evaluation, and orientation of marketingare still in progress. This debate restricts the application of marketing assets theory inoverall marketing theory, and it also delay the development of marketing assetstheory.
Under this researching background, this research paper has used literatureanalysis, mathematical analysis and case analysis method, also based on thecomplementary theory that combined with the current marketing theory of assets,value network marketing paradigm theory, customer asset driving factors theory,looked forward a complete definition of complementary marketing assets theory,emphasized on facing complementary marketing assets management, establishedcomplementary marketing integration framework, created customer complementarynetwork value as the center of the complementary network, promoted the cooperationbetween enterprise and complementary entities, and achieved greater customer equityshared values.
This research paper has empirically tested conceptual model of the impact ofcomplementary effect to create that based on the case study of Chinese well-knowntravel insurance company.
This research paper drew the following conclusions:
(1) Complementary marketing assets are the core product of marketing activitiesbetween the enterprises and their external complementary entities; the bridge betweencore product marketing and customer assets; the evaluation of marketing activities for creating important customer assets tools.
(2) The network of complementary value is formed for sharing more customerasset marketing driving force, the deepening and developing of the valuable network.
(3) Complementary marketing are the complementary of marketing assetmanagement for the complementary valuable network point of view, thecomplementary assets, the complementary network marketing, the customer value,the complementary network marketing strategy and relevant supporting system ofinductive, those conclusions were based on specific complementary marketingintegration framework for the understanding and implementing the reflected.
(4) Complementary marketing implementation path frameworks are theinterpretation of complementary marketing integration frame, there extension coveredtwo core factors and four basic constitute for the main body of previous research thatfocused on the basic elements, enterprises have been endowed with new concreteimplementation ways and implementation tools.
(5) Governance mechanism system emphasis on complementary marketingintegration framework of complementary network for effective management, andeffective management of the core objective is to solve the asset dependency andstrategic complementarities of governance issue.
(6) The complementary evaluation system emphasizes on the evaluating ofcooperation effect in the complementary integration marketing framework. Acomplete complementary effect evaluation system includes partial evaluation systemand overall evaluation system.
(7) The complementary entities type selection, the use of complementarycooperation and complementary marketing ability is affects the enterprisecomplementary effect of creating key factors.
20世纪90年代末以来，以美国埃默里大学的Rajendra K.Srivastava教授为代表的营销资产流派取得了一系列的理论研究成果。但关于营销资产的概念界定、配置管理、评价测量及营销定位等问题仍然存在混乱，从一定程度上制约了营销资产理论在市场营销理论中的应用，影响了营销资产理论的发展。
正是在这样的研究背景下，本文运用文献分析、数理分析与案例分析等研究方法，基于互补性理论的研究视角，结合现有的营销资产理论、价值网营销范型理论和顾客资产驱动因素理论，提出互补性营销资产的完整定义，强调面向互补性营销资产管理，构建互补营销的整合框架，打造以顾客互补网络价值为中心的互补网络，推动企业与互补体之间的互补合作，可以实现共同分享更大的顾客资产。本文通过对一家中国知名旅游保险企业的案例研究，对影响互补效应创造的概念模型进行了实证检验。
论文研究得出以下主要结论：
（1）互补性营销资产是在核心产品营销活动中企业与其外部互补网络中的实体之间组合而产生的资产，是联结核心产品营销和顾客资产之间的桥梁，是评价营销活动创造顾客资产的重要工具。
（2）互补价值网驱动是形成共同分享更大的顾客资产的营销驱动力，是对价值网驱动的深化和拓展。
（3）互补营销是对互补性营销资产管理的互补价值网驱动观点、互补性营销资产、互补网络、顾客互补网络价值、互补营销战略定位乃至相关支持体系的归纳，具体通过对互补营销整合框架的理解和落实体现出来。
（4）互补营销的具体实施路径框架是对互补营销整合框架的精准解读，延伸和覆盖了两大核心影响要素和四大基本构成主体以往集中研究的基础要素，赋予了企业新的具体实施路径和相应实施工具。
（5）治理机制体系强调对互补营销整合框架中互补网络组织进行有效治理，而有效治理的核心目标就是要解决资产依赖性和策略互补性所带来的治理问题。
（6）互补效应评价体系强调对互补营销整合框架中基本构成主体间互补合作效果进行客观评价。一个完整的互补效应评价体系包括分项评价体系与整体评价体系。
（7）互补体类型的选择、互补合作方式的运用和互补营销能力的提升是影响企业互补效应创造的关键因素。
There is core issue about enterprise marketing management that how to adopt theexternal resources, and build cooperation between cross-enterprises andcross-industry, and build a network related to customer value, and strive to share morecustomer value. Considering the marketing assets is the combination of enterprisesmarketing activities and external business entities’ grouped assets, it is a beneficialattempt for this relative issue by focusing on enterprises’ marketing assets, andconducting a depth research about the marketing practice about marketing theory ofassets.
Since the late nineteen nineties, the Professor Rajendra K.Srivastava from EmoryUniversity in United States is the representative of the marketing assets genre whomade a series of theoretical research. But the debates about marketing asset definition,configuration management, measurement of evaluation, and orientation of marketingare still in progress. This debate restricts the application of marketing assets theory inoverall marketing theory, and it also delay the development of marketing assetstheory.
Under this researching background, this research paper has used literatureanalysis, mathematical analysis and case analysis method, also based on thecomplementary theory that combined with the current marketing theory of assets,value network marketing paradigm theory, customer asset driving factors theory,looked forward a complete definition of complementary marketing assets theory,emphasized on facing complementary marketing assets management, establishedcomplementary marketing integration framework, created customer complementarynetwork value as the center of the complementary network, promoted the cooperationbetween enterprise and complementary entities, and achieved greater customer equityshared values.
This research paper has empirically tested conceptual model of the impact ofcomplementary effect to create that based on the case study of Chinese well-knowntravel insurance company.
This research paper drew the following conclusions:
(1) Complementary marketing assets are the core product of marketing activitiesbetween the enterprises and their external complementary entities; the bridge betweencore product marketing and customer assets; the evaluation of marketing activities for creating important customer assets tools.
(2) The network of complementary value is formed for sharing more customerasset marketing driving force, the deepening and developing of the valuable network.
(3) Complementary marketing are the complementary of marketing assetmanagement for the complementary valuable network point of view, thecomplementary assets, the complementary network marketing, the customer value,the complementary network marketing strategy and relevant supporting system ofinductive, those conclusions were based on specific complementary marketingintegration framework for the understanding and implementing the reflected.
(4) Complementary marketing implementation path frameworks are theinterpretation of complementary marketing integration frame, there extension coveredtwo core factors and four basic constitute for the main body of previous research thatfocused on the basic elements, enterprises have been endowed with new concreteimplementation ways and implementation tools.
(5) Governance mechanism system emphasis on complementary marketingintegration framework of complementary network for effective management, andeffective management of the core objective is to solve the asset dependency andstrategic complementarities of governance issue.
(6) The complementary evaluation system emphasizes on the evaluating ofcooperation effect in the complementary integration marketing framework. Acomplete complementary effect evaluation system includes partial evaluation systemand overall evaluation system.
(7) The complementary entities type selection, the use of complementarycooperation and complementary marketing ability is affects the enterprisecomplementary effect of creating key factors.
引文
[1] Sharp,Byron.Brand equity and Market-based assets of professional service firms.Journal ofPrefessional Services Marketing,1995.13(1):3~13
[2]科特勒等著.营销管理（卢泰宏,高辉译）.北京：中国人民大学出版社，2009.1~582
[3] Srivastava,R.K.,Shervani,T.A.Fahey,G.L.Market-based assets and shareholder value:aframework for analysis.Journal of Marketing,1998.62(1):2~18
[4] Hooley,G.J.,Moller,K.and Broderick,K.J. Competitive positioning and the resource basedview of the firm.Journal of Strategic Marketing,1998.6(2):97~115
[5] Srivastava,R.K.,Fahey,L.,Christensen,H.K.The resource-based view and marketing:the roleof market-based assets in gaining competitive adventage.Journal ofManagement,2001.27(6):777~802
[6]彼得德鲁克.企业是什么.哈佛商业评论，2005，(12)：68~77
[7] Barney,J.B.Firm resources and sustained competitive advantage.Journal of Management,1991.17(1):99~120
[8] David J.Collis,Cynthia A.Montgomery.Competing on resourance: strategy in the1990s.Harvard Business Review,1995.(May-June):79~91
[9] Day George S.The capabilityes of market-driven organizations.Journal of Marketing,1994.58(4):37~52
[10]波特著.竞争优势(陈小悦译).北京：华夏出版社，2004.1~519
[11]戴维科利斯，辛西娅蒙哥马利.基于资源的竞争.哈佛商业评论，2008，(8):138~152
[12] Wernerfelt,Birger.A.A resource-based view of the firm.Strategic Management Journal,1984.5(2):171~180
[13]格雷厄姆胡利,约翰桑德斯,奈杰尔皮尔西,营销战略与竞争定位(楼尊,王国新译).北京:中国人民人学出版社，2007.1~467
[14] Hooley,G.J.,Gordon Greenley,John Fahy,John Cadogan.Market-focused resources,Competitive positioning and Firm performance.Journal of Marketing Management,2001.17(5):503~520
[15]王亚江.基于资源战略观的营销资源层级模型研究：[博士学位论文].天津：南开大学商学院，2009
[16] Wernerfelt,Birger.A.A resource-based view of the firm.Strategic Management Journal,1984.5(2).171~180
[17]谢尔比D.亨特.市场营销理论基础——市场营销学的一般理论(陈启杰,楼尊,田圣炳,乔龙宝,王朝晖译).上海：上海财经大学出版社，2006.1~255
[18] Hunt,Shelby.D.,Lambe,C.jay.Marketing’s contribution to business Strategy: marketOrientateon,relationship marketing and resource-advantage theory.International Journal ofManagement Reviews,2000.2(1):17~43
[19] Aaker,D.Managing assets and skills:the key to sustainable competitive adventage.California Management Review,1989.21(3):91~106
[20]彭克宏.社会科学大词典.北京：中国国际广播出版社，1989：1~1279
[21]霍恩比著.牛津高阶英汉双解词典(王玉章等译).北京：商务印书馆，2009：1~2346
[22] Milgrom,Paul.,Roberts,John.The economics of modern manufacturing:technology,strategyand organization.American Economic Review,1990a.80(1):511~528
[23] Milgrom,Paul.,Roberts,John.Rationalizability,learning and equilibrium in games withstrategic complementarities.Econometrica,1990b.58(1):1255~1278
[24] Milgrom,Paul.,Roberts,John.Complementarities and fit strategy,structure,and organizationalchange in manufacturing.Journal of Accounting and Economics,1995.19(1):179~208
[25] Blattberg, Robert C.,Design,John.Managing marketing by the customer equity test.HarverBusiness Review,1996.75(4):136~144
[26] Berger,Paul D.,Bolton,Ruth N.,Douglas Bowman,Elton Briggs,V.Kumar,A.Parasuraman,Creed terry.Marketing action and the value of customer assets:a framework for customerasset management.Journal of Service Research,2002.5(8):39~54
[27] Rust,Roland T.,Lemon, Katherine N.,Zeithaml,Valarie A.Return on Marketing:usingcustomer equity to focus marketing strategy.Journal of Marketing,2004.68(2):109~127
[28]风笑天.社会科学研究方法.北京：中国人民大学出版社，2009.1~465
[29]殷著.案例研究:设计与方法(周海涛,李永贤,李虔译).重庆:重庆大学出版社，2010.1~209
[30]库珀著.协调博弈：互补性与宏观经济学(张军，李池译).北京：中国人民出版社，2001.1~190
[31]杜栋，庞庆华，吴炎.现代综合评价方法与案例精选.北京：清华大学出版社，2008.1~219
[32] Colley,Russell H.Needed:a marketing preparedness program.Harvard BusinessReview,1952.30(2):106~118
[33] Mahoney,Joseph T.,Pandian,J.Rajendran.The resource-based view within the conversationof strategic management,1992.13(5):263~80
[34] Hooley,G.J.,Gordon E.Greenley, John W.Cadogan, John Fahy. The resource underpinning ofcompetitive positions.Journal of Strategic Marketing,2005a.13(2):93~116
[35] Hooley,G.J., Gordon E.Greenley, John W.Cadogan, John Fahy. The performance impact ofmarketing resources.Journal of Business Research,2005b.58(1):18~27
[36] Li ling-yee.Marketing resources and performance of exhibition firms in trade shows:Acontingent resource perspective.Industrial Marketing Management,2007.36:360~370
[37] Jalkala,Anne., Risto T. Salminen. Practices and functions of customer reference marketing-leveraging customerreferences as marketing assets. Industrial Marketing Management,2010.39:975~985
[38]倪自银.面向顾客价值的市场资产管理与竞争优势研究：[博士学位论文].南京：南京理工大学，2007
[39] Rayport,Jeffrey F.,Sviokla,John J.Exploiting the Virtual Value Chain.Harvard BusinessReview,1995.(Sep-Dec):75~99
[40]李垣，刘益.基于价值创造的价值网络管理（I）：特点与形成.管理工程学报，2001，15（4）：38~42
[41] Snow,C.C.,Miles,R.E.Managing the21st century network organizations.OrganizationalDynamics,1992.20(3):3~12
[42]顾明毅.面向客户全程价值的协同营销研究：[博士学位论文].上海：同济大学，2007
[43] Normann,R.,Ramirez,R.From value chain to value constellateion:designing interactivestrategy.Harvard Business Review,1993.71(7/8):65~77
[44]亚德里安J斯莱沃斯基，大卫J莫里森，劳伦斯H艾伯茨，保罗.G克利福德著.发现利润区（凌霄东译）.北京：中信出版社，2000.1~316
[45]大卫波维特，约瑟夫玛撒，R柯克克雷默著.价值网:打破供应链，挖掘隐利润(仲伟俊，钟德强，胡汉辉译）.北京：人民邮电出版社，2001.1~223
[46]张燕.价值网—一种新的战略思维组合.价值工程，2002，(2)：14~17
[47] Cummesson,Evert.Extending the service-dominant logic: from customer centricity tobalanced centricity.Journal of the Academy of Marketing Science,2008.36:15~17
[48] Cummesson,Evert.,Cristina,Mele.Marketing as value co-creation through networkinteraction and resource integration.Journal of Bussiness MarketManagement,2010.4(4):181~198
[49] Lambert,Douglas M.,Ponlen,Terrance L.Supply chains metrics. International Journal ofLogistics Management,2001.12(1):1~19
[50] Kathandaraman.Prabakar.,Wilson,David T.The future of competition: value-Creatingnetworks. Industrial Marketing Managemen,200l.30(4):379~389
[51] Carney,M.,Gedajlovic E.Corporate governance and firm capabilityies: a comparison ofmanagerial,alliance,and personal capitalisms.Asia Pacific Journal of Management,2001.18(3):335~354
[52] Bitran，Gabriel.,Paolo F B,Gary M R.Supply chains and value networks:the factors drivingchanges and their implications to competition in the Industrial sector.MIT Center foreBussiness Research Brief,2003.2:1~5
[53]吴海平，宣国良.价值链系统构造及其管理演进.外国经济与管理，2003，25（3）：19~23
[54]苟昂，廖飞.基于组织模块化的价值网研究.中国工业经济，2005，203（2）：66~72
[55]王晨,茅宁.以无形资产为核心的价值创造系统.科学学研究，2004，22（4）：405~410
[56]董爽.基于价值网的电信商业模式：［博士学位论文］.上海：上海邮电大学，2006
[57]樊利钧.基于资源共享的价值网企业合作创造价值机理研究：［博士学位论文］.杭州：浙江大学，2011
[58]卢泰宏.营销管理演进综述.外国经济与管理，2008a，(1)：39~45
[59]卢泰宏.营销管理演进综述.外国经济与管理（续），2008b，(3)：34~42
[60]科特勒等著.水平营销（陈燕茹译）.北京：中信出版社，2005.1~188
[61] Topkis,M.D.Minimizing a submodiular function on a lattice.Operations Reasearch,1978.26:305~321
[62] Topkis,M.D.Equilibrium pointd in nonzero-sum n-person submodular games.SIAM Journalof Control and Optimization,1979.17:773~787
[63] Vives,X.Nash equilibrium with strategic complementarities.Journal of MathematicalEconomics,1990.19:305~321
[64] Cooper,R.,John,A.Coordinating coordinateion failure in Keynessian models.QuarterlyJournal of Economics,1988.103:441~463
[65] Cooper,R.,D.V.Dejong,R.Forsythe,T.W.Ross.Communication in coordinating games.Quarterly Journal of Economics,1992.107:739~771
[66] Howitt,P.Transactions costs in the theory of unemployment.American EconomicReview,1985.75:88~101
[67] Howitt,P.,P.McAfee.Stability of Equilibria with externalities. Quarterly Journal ofEconomics,1988.103:261~277
[68] Teece,David J. Profiting form technological innovateion:implications for integration,collaborateon, licensing and public policy.Research Policy,1986.15(6):285~305
[69] Teece,David J.,Gary Pisano,Amy Shuen. Dynamic capabilityies and strategicmanagement.Strategic Management Journal,1997.18(7):509~533
[70] Teece,David J. Reflections on “Profiting form innovateion”.Research Policy,2006.35(3):1131~1146
[71] Jacobides,Michael G.,Thorbjorn Knudsen,Mie Augler.Benefiting from innovateon:valueappropriation and the role of industry architectures.Research Policy,2006.35:1200~1221
[72] Chatterjee,S.,Wernerfelt,B.The link between resources and type of diversification: theoryand evidence.Strategic Management Journal,1991.12:33~48
[73] Helfat,C.E., Lieberman,M.B.The birth of capabilities: market entry and the importance ofpre-history.Industrial and Corporate Change,2002.11(4):725~760
[74] Stieglitz,N.,Heine,K.Innovations and the role of complementarities in a strategic theory ofthe firm.Strategic Management Journal,2007.28:1~15.
[75]樊一阳，华灯峰，郑珊珊.基于互补性资产的企业价值模型研究.科技管理研究，2009，(12)：295~296,289
[76]杜义飞,李仕明.互补性资产分布与创新者价值获取.控制与决策，2010，(6)：808~813
[77]秦剑.营销资源和技术资源的互补、替代效应与创业型企业的新产品开发.科学学与科学技术管理，2011，(2)：133~139
[78]张建宇,蔡双立.互补性资产、客户资产与企业自主创新的本质逻辑.北京工商大学学报(社会科学版)，2010，(7)：70~75
[79]李宏贵,熊胜绪.互补资产对突破性创新绩效的影响研究——一个理论模型.科学学与科学技术管理，2010，(7)：64~71
[80]罗氓,赵红梅.中国制造的秘密：创新+互补性资产.中国工业经济，2009，(5)：46~56
[81]王缉慈,梅丽霞,谢坤泽.企业互补性资产与深圳动漫产业集群的形成——基于深圳的经验和教训.经济地理，2008，28(1)：49~54
[82]刘永俊，张晟义.产业网络成长范式研究：基于创新与互补性资产视角.当代经济管理，2010，32(4)：26~32
[83] Kordupleski,Raymond.,Roland T.Rust,Anthony J. Zahorik.Why improving quality doesn’timproveing quality.California Management Review,1993.35(spring):82~95
[84]拉斯特等著.顾客资产管理（汪涛译）.北京：北京大学出版社，2009.1~521
[85]于洋，张晓韩.色彩构成.北京：北京理工大学出版社，2009.1~103
[86] Priem,R.L.,Butler,J.E.Tautology in the resource-based view and the implications ofexternally determined resource value: Further comments.Academy of ManagementReview,2001a.26(1):57~66
[87] Gavetti,G.,Levinthal,D.A.The strategy field from the perspective of management science:divergent strands and possible integration.Management Science,2004.50(10):1309~1318
[88] Williamson,O.E.Transaction-cost economics:the governance of contract relations.Journalof Law and Economic,1979.22:3~61
[89] Siggelkow,N.Why focus? A study of intra-industry focus effects.Journal of IndustrialEconomics,2003.51(2):121~150
[90]魏建中，段兴民.企业互补性要素的创值性及其合约安排.上海财经大学学报，2004，6(4)：45~51
[91]王永贵.顾客资源管理：资产、关系、价值和知识.北京：北京大学出版社，2005.1~355
[92] Anderson,Paul.Marketing planning and the theory of the firm.Journal of Marketing,1982.46(Spring):15~26
[93] Day,George.Marketing’s contribution to the strategy dialogue.Journal of the Academy ofMarketing Science,1992.20(Fall):323~30
[94] Priem,R.L.,Butler,J.E.Is the resource-based “view” a useful perspective for strategicmanagement research?.Academy of Management Review,2001b.26(1):22~40
[95]洛夫洛克，沃茨著.服务营销(谢晓燕,赵伟韬译).北京：中国人民出版者，2010.1~552
[96] March,J.G.Exploration and exploitation in organizational Learningmanagement.Organization Science,1991.(2):71~87
[97] Capraro,Anthony J.,Srivastava,R.K.Has the influence of financial performance onreputation measures been overstated?.Corporate Reputation Review,1997.1(1):86~93
[98]盘为龙.竞争优势、互补性与企业边界——一个基于美、日汽车产业的比较分析.经济经纬，2007，(4)：89~92
[99] Lusch,R.F.,Harvey,M.G.Opinion:the case for an off-balance-sheet controller.SloanManagement Review,1994.35(Winter):101~105
[100] Bharadwaj,Sundar.G.,Varadarajan,P.Rajan.,Fahy,John.Sustainable competitive advange inservice Industries:a conceptuall model and research propositions. Journal of Marketing,1993.57(2):83~99
[101] Zeithaml,Valarie A.Consumer perceptions of price,quality,and value:a means-end modeland synthesis of evidence.Journal of Marketing,1988.52(july):2~22
[102] Woodruff,Robert B.Consumer value:the next source for competitive advantage.Journal ofthe Academy of Marketing Science,1997.25(2):139~153
[103] Parasuraman,A.Reflections on gaining competitive adventage through consumervalue.Journal of the Academy of Marketing Science,1997.25(2):154~161
[104]孙祁详，郑伟.经济社会发展视角下的中国保险业——评价、问题与前景.北京：经济科学出版社，2007.1~263
[105]徐灿杰，王泽森，王坤.保险电子商务模式创新探析——以香港蓝十字保险公司产品创新为例.金融与经济，2007，（4）：52~54
[106] Porter,Michael F.,Kramer,Mark R.Strategy&Society.Harvard Business Review,2006.(December):78~82
[107] Anderson,James C.,James Narus.A model of distributor firm and manufacturer firmworking partnerships.Journal of Marketing,1990.54(1):42~58
[108]席酉民，尚玉钒.和谐管理理论.北京：中国人民大学出版社，2002.1~268
[109]陈建国.条件哲学与互补原理.南昌：江西人民出版社，2009.1~243
[110]迈克尔波特著.国家竞争优势（李明轩,邱如美译）.北京：华夏出版社，2002:1~817
[111] Kathandaraman.Prabakar.,Wilson,David T.The future of competition: value-Creatingnetworks. IndustrialMarketing Managemen,200l.30(4):379~389
[112]郭嫒嫒.基于利益相关者理论的关系营销战略研究：［博士学位论文］.沈阳：辽宁大学，2007
[113] Dussauge,R.,Garrette,B.Determinants of successs in internationall strategic： evidencefrom the global aerospace Industry.Journal of International BussinessStudies,1995.26(3):504~530
[114]杜尚哲,加雷特.战略联盟（李东红译）.北京：中国人民大学出版社，2006.1~217
[115] Morris,D.,Hergert,M.Trends in international collaborative agreemanets.Columbia Journalof World Bussiness,1987.22(2):15~21
[116]赵付春，凌鸿.基于互补性理论的企业信息资源匹配度研究.计算机集成制造系统，2009，15(12)：2383~2390
[117]刘广灵.林肯电气公司管理模式的理论分析.中国软科学，2009，(11)：129~138
[118] Baruaa,Leechs,Whinston A B.The calculus of reengineering[J].Information SystemsResearch,1996,7(4):409~428
[119]芮明杰.市场营销管理：定位·联想·策略.上海：复旦大学出版社，2001.1~393
[120]项保华.战略管理：艺术与实务.上海：复旦大学出版社，2007.1~376
[121] Porter,Michael E.Towards a dynamic theory of strategy.Strategic Management Journal,1991.12:95~117
[122]徐淑英，刘忠明.中国企业管理的前沿研究.北京：北京大学出版社，2004.1~455
[123]伯顿，奈希伯，伦巴第著.金融市场与金融机构导论（惠超等译）.北京:清华大学出版社，2004.1~572
[124]蒋学伟.持续竞争优势.上海：复旦大学出版社，2002.1~176
[125]迈克尔波特著.竞争战略（陈小悦译）.北京：华夏出版社，2004.1~359
[126] Abernathy,W.J.,Utterback,J.M.Patterns of industry innovateion.Technology Review,1978.80(7):40~47
[127] Dosi,G.Technological paradigms and technological trajectoryies.Research Ploicy,1982.11:147~162
[128]毛荐其.产业自主创新机会窗口与路径——一个基于产业成长曲线的分析.山东工商学院报，2008，22(4)：1~8
[129]郑玉香.客户资本管理.北京：中国经济出版社，2005.1~303
[130] Anderson,James C.,Jain,Dipak C.,Chintagunta,Pradeep K.,Customer value assessment inbusinesss markets:a state-of-practice study.Journal of Business of BusinessMarketing,1993.1(1):3~30
[131] Butz,Howard E.,Jr.Goodstein,L.D.Measuring customer value:gaining the strategicadvantage.Organizational Dynamics,1996.24,63~77
[132] Holbrook,M.B.,The nature of consumer value:an axiology of services in the consumptionexperi-ence.Thousand Oaks,CA:Sage,1994:21~71
[133] Crosby,L.A.,Evans,K.R.,Cowles,D.Relationship Quality in services selling: aninterpersonal influence perspective.Journal of Marketing,1990.54(July),68~81
[134] Grǒnroos,C.Value-driven relational marketing:from producs to resources andcompetencies.Journal of Marketing Management,1997.13(5):407~419
[135] Ravald,A.,Grǒnroos,C.The value concept and relationship marketing.European Journal ofMarketing,1996.30(2),19~30
[136] Gronroos,Ravald.The value Concept and relationship marketing.Europen Journal ofMarketing,1996.30(2):19~30
[137] Sweeney,J.C.,Soutar,G.N.,Consumer perceived value:the development of a multiple itemscale. Journal of Retailing,2001.77:203~220
[138] Parahalad,C.K., Hamel,G.The core competence of the Corporation.Harvard BusinessReview,1990.(May-June):79~91
[139]吴琪，朱彤.图解消费者需求.哈佛商业评论，2003，(3)：40~49
[140]马斯洛著.动机与人格（许金声等译）.北京:中国人民大学出版社，2007.1~407
[141]安德鲁·坎贝尔，凯瑟琳·萨姆斯·卢克斯著.战略协同（任海通，龙大伟译）.北京:机械工业出版社，2000.1~452
[142]郭俊华.并购企业知识资本协同理论研究.上海：华东师范大学出版社，2004.1~317
[143]菲利普·科特勒著.营销管理：分析、计划、执行和控制（梅汝和，梅清豪等译）.上海:上海人民出版社，1999.1~749
[144] Johnston,Robert.Achieving focus in service organizations.The Service Industries Journal,1996.16(January):10~20
[145]宋志鹏，张兆同. ERG理论研究.现代商业，2009，（3）：88~89
[146] Larsson,Rikard.The handshake between invisible and visible hands[J].InternationalStudies of Management&Organization,1993.23(1):87-106.
[147] Achorl,Ravi S.,Changes in the theory of interorganizational relations in marketing，towarda network paradigm.Journal of The Academy of Marketing Scienee,1997.25(1):56-71.
[148]熊国钺.基于价值让渡系统的中国轿车营销模式选择的评价：［博士学位论文］.上海：同济大学，2006
[149]孙国强.网络组织的内涵特征与构成要素.现代商业，2001，（4）：38~40
[150]杨瑞龙，冯健.企业间网络的效率边界:经济组织逻辑的重新审视.中国工业经济，2003，(11)：64~67
[151]苏晓艳，范兆斌.不完全合约、非正式规则与企业网络组织内部治理机制.江苏评论，2005，(6)：90~92
[152]孙国强.网络组织的治理机制.经济管理，2003a，(4)：39~43
[153]孙国强.关系、互动与协同：网络组织的治理逻辑.中国工业经济，2003b，118(11)：14~20
[154] Johanson,J.,Mattsson,L.G,Interorganizational relations in Industrial systems:a networkapproach compared with the transaction-cost approach.International Studies ofManagement&Organization,1987.5(1):1~16
[155] Richardson,G.B.The Organization of Industry.The Economic Journal,1972.Sept.:883~896
[156]钱刚毅.中间层组织的治理与协调研究：［博士学位论文］.武汉：华中科技大学，2006
[157]庄贵军.中国企业的营销渠道行为研究.北京:北京大学出版社，2007.1~283
[158]中国社会科学语言研究所词典编辑室编.现代汉语词典.北京：商务印书馆，2005.1~1869
[159] Emerson,R.Power dependence relations.American Sociological Review,1962.27(2):31~41
[160] El-Ansary,Adel I.,Stern,Louis W.Power measurement in the distribution channel.Journal ofMarketing Research,1972.9(Feb):47~52
[161] Dickinson,Roger.,Hollander,Stanley C.Some definition problems in marketing channels.Journal of Marketing Channels,1996.5(1):1~16
[162]张庚淼.基于资源投入的营销渠道权力测量模型研究.外国经济与管理，2006，28(11)：46~50
[163] Hunt,Shelby D.,Nevin,John R.Power in a channel of distributeon:source and consequences.Journal of Marketing Research,1974.11(May):186~193
[164] Brown,J,R.,Lusch,R.F.,Nicholoson,C.Y.Power and relationship commitment: their impacton marketing channel member performance.Journal of Retailing,1995.17(4):363~392
[165] Gaski,J,H.The theory of power and conflict in channels of distributeon.Journal ofMarketing,1984.48(4):9~29
[166] Van Huyck,J.,Battalio,R,C.,Beil,R.O.Tacit coordination games,strategic uncertainty andcoordination failure.American Economic Review,1990.80:234~248.
[167]刘会齐，侯洪亮.网络组织中的外包策略与企业核心能力构建.开发研究，2011，152(1)：121~123
[168]张宝贵.企业间网络组织的契约特征及治理机制.科技管理研究，2006，（11）：77~79
[169] Mcknight,D.H.,Cummings,L.L.,Chervany,N.L.Initial trust formation in new organizationalrelationships.Academy of Management Review,1998.23:473~490
[170]郑兴山，王莉.企业网络组织治理机制研究综述.社会学研究，2004，（2）：103~107
[171]林闽钢.社会学视野中的组织间网络及其治理结构.社会学研究，2002,（2）：40~50
[172]韩炜.企业网络组织治理机制与绩效：基于协同视角的研究.软科学，2011，25(6)：97~102
[173]邱昭良.网络组织的运行机制：［博士学位论文］.天津：南开大学，2002
[174] Jones,C.,Hesterly,S.W.,Borgalti,P.s. A general theory of network governance: exchangeconditions and social mechanisms.Academy of Management Journal,1997.4:221~252
[175]彭正银.网络治理理论研究：［博士学位论文］.天津：南开大学，2003
[176]孙国强.网络组织前沿领域研究脉络梳理.外国经济与管理，2007，29(1)：19~24
[177]毛文静，朱家德.论网络组织合作的权力治理.云南行政学院学报，2008，（3）：143~144
[178]卢福财，胡平波.网络组织成员合作的声誉模型分析.中国工业经济，2005，203(2)：24~30
[179] Kreps,D.,Wilson,R.Reputation and imperfect information.Journal of Economic Theory,1982.(27):24~30
[180]喻卫斌.网络组织的契约关系与机会主义行为的防范.山东社会科学，2007，143(7)：81~84
[181]郝臣.信任、契约与网络组织治理机制.天津社会科学，2005，(5)：64~67
[182]魏江，叶波.文化视野内的小企业集群技术学习研究.科学管理研究，2001，20(12)：28~32
[183]孙国强，宋泾溧.网络组织的学习创新机理研究.科技管理研究，2010，(13)：211~214
[184] Nunzia,C.Innovation process within geographical clusters: a cognitive approach.Technovtion,2004.12(7):12~19
[185] Uzzi,B.Social structure and competition in interfirm networks:The paradox ofembeddedness.Administrative Science Quarterly,1997.42(1):35~67
[186]蔡宁，杨闩柱.企业集群风险研究：一个基于网络的视角.中国工业经济，2003，(6)：13~17
[187]王发明，蔡宁，朱浩义.基于网络结构视角的产业集群风险研究：以美国128公路产业集群衰退为例.科学学研究，2006，(6)：9~13
[188]孙国强，石海瑞.网络组织负效应的实证分析.科学学与科学技术管理，2011，32(7)：24~30
[189] Bryant,J.,A simple rational expectation keyness-type model.Quarterly Journal ofEconomics,1983.97:525~529
[190]彭正龙，林正平.华跨国公司技校管理的“4P”模式.同济大学学报(社会科学版)，2002，13(6)：33~38
[191]吴焕香.跨国公司战略联盟绩效研究：［博士学位论文］.济南：山东大学，2006
[192]秦杨勇.平衡计分卡与战略管理.北京：中国经济出版社，2007.1~247
[193]王雪青,孟海涛,刘炳胜.基于六西格玛计分卡的企业绩效评价研究.中国农机化，2010，231（5）：35~38
[194] Reuer,J.J.,Zollo,M.,Singh,H.Post-formation dynamics in strategic alliances.StrategicManagement Journal.2002.23:135~151.
[195] Chang,Sea Jin.,Venture capital financing, strategic alliances, and the initial publicofferings of internet startups.Journal of Business Venturing.2004.19:721~741
[196]王秀臣.跨国企业战略联盟网络资源整合研究：[博士学位论文].哈尔滨：哈尔滨工业大学，2008
[197] Eilat,Harel.,Golany,Boaz.,Shtub,Avraham.R&D project evaluation:an integrated DEA andbalanced scorecard approach.Omega.2008.36:895~912
[198]樊友平，陈静宇.公司战略联盟选择的决策方法研究.软科学，2000，(8)：102~105
[199]李文达.竞争性战略联盟中企业竞争优势影响因素实证研究:[硕士学位论文].重庆：重庆大学，2006
[200]周建其.竞争性战略联盟中知识整合能力与价值创造关系的实证研究:[硕士学位论文].重庆：重庆大学，2006
[201]李薇.竞争性战略联盟的合作效应研究:[博士学位论文].重庆：重庆大学，2009
[202]科勒，戈德哈特，威塞尔斯.价值评估:公司价值的衡量与管理（高健等译）.北京：电子工业出版社，2007.1~616
[203]郭娜，张云玲.互补选择与管理控制.合作经济与科技，2008，336(1)：60~62
[204] Vorhies,Douglas W.,Harker Michael,and Rao C.P.The capabilities and performanceadvantages of Market-driven firms.European Journal of Marketing.1999.33(11/12):1171~1202
[205] Hooley,Graham.,Fahy John,Cox Tony,Beracs Jozsef,Fonfara Krzysztof,and Snoj Boris.Marketing capabilities and firm performance:a hierarchical model.Journal of Market-Focused Management.1999.4(3):259~278
[206] Dutta,Shantanu.,Narasimhan,Om.,Rayiv,Surandra.,Success in high-technology markets:Ismarketing capability critical?.Marketing Science,1999.18(4):547~568
[207] Morgan,Neil.A.,Vorhies,Douglas W.,Mason,Charlotte H.Research and commentariesmarket orientateon,marketing capabilityies,and firm performance.Strategic ManagementJournal,2009a.30:909-920.
[208] Morgan,Neil.A.,Slotegraaf,Rebeccal J.,Vorhies,Douglas W., Linking marketingcapabilities with profit growth.Intern.J.of Research in Marketing,2009b.26:282-293.
[209] Lee,Jia-Sheng.,Hsieh,Chia-Jung.A research in relating entrepreneurship,marketingcapability, innovative capabitlity and sustained competitive advantage[J].Journal ofBusiness&Economics Research,2010.8(9):109~119
[210] Vorhies,Douglas.,Neil Morgan.A configuration theory assessment of marketingorganization fit with business stragtegy and its relationship with marketingperformance.Joumal of Marketing,2003.67(1):100~15
[211] Vorhies,Douglas W.,Morgan,Probert E.,Autry,Chad W.Product-market strategy and themarketingcapabilities of the firm:impact on market effectivenesss and cash flowperformance.Strategic Management Journal,2009.30:1310~1334
[212] Merrilees,Bill.,Sharyn Rundle-Thiele,Ashley Lye. Marketing capabilities: Antecedents andimplications for B2B SME performance.Industrial Marketing Management,2010.8:1~8
[213]戴文战.基于三层BP网络的多指标综合评估方法及应用.系统工程理论与实践，1999，(5)：29~40
[214]梁杰，侯志伟. AHP法专家调查法与神经网络相结合的综合定权方法.系统工程理论与实践，2001，(3):59~63
[215]中国保险学会，中国保险报编著.中国保险业二百年.北京：当代世界出版社，2005.1~272
[216]郑向敏.旅游安全概论.北京：中国旅游出版社，2009.1~306
[217]周沛，郑向敏.中国大陆旅游保险研究现状及发展趋势——基于TRMC类别系统的内容分析.北京第二外国语学院学报，2011，33(5)：20~31
[218]国家旅游局，中国保监会著.中国旅游保险目标体系与战略措施.北京：中国旅游出版社，2008.1~203
[219]孙祁祥.保险学.北京：北京大学出版社，2009.1~417
[220]国家旅游局办公室.邵琪伟在2012年全国旅游工作会议上的讲话.国家旅游局网站[EB/OL].http://www.cnta.gov.cn/html/2012-1/2012-1-16-9-23-93087_1.html,2012-1-6.
[2]科特勒等著.营销管理（卢泰宏,高辉译）.北京：中国人民大学出版社，2009.1~582
[3] Srivastava,R.K.,Shervani,T.A.Fahey,G.L.Market-based assets and shareholder value:aframework for analysis.Journal of Marketing,1998.62(1):2~18
[4] Hooley,G.J.,Moller,K.and Broderick,K.J. Competitive positioning and the resource basedview of the firm.Journal of Strategic Marketing,1998.6(2):97~115
[5] Srivastava,R.K.,Fahey,L.,Christensen,H.K.The resource-based view and marketing:the roleof market-based assets in gaining competitive adventage.Journal ofManagement,2001.27(6):777~802
[6]彼得德鲁克.企业是什么.哈佛商业评论，2005，(12)：68~77
[7] Barney,J.B.Firm resources and sustained competitive advantage.Journal of Management,1991.17(1):99~120
[8] David J.Collis,Cynthia A.Montgomery.Competing on resourance: strategy in the1990s.Harvard Business Review,1995.(May-June):79~91
[9] Day George S.The capabilityes of market-driven organizations.Journal of Marketing,1994.58(4):37~52
[10]波特著.竞争优势(陈小悦译).北京：华夏出版社，2004.1~519
[11]戴维科利斯，辛西娅蒙哥马利.基于资源的竞争.哈佛商业评论，2008，(8):138~152
[12] Wernerfelt,Birger.A.A resource-based view of the firm.Strategic Management Journal,1984.5(2):171~180
[13]格雷厄姆胡利,约翰桑德斯,奈杰尔皮尔西,营销战略与竞争定位(楼尊,王国新译).北京:中国人民人学出版社，2007.1~467
[14] Hooley,G.J.,Gordon Greenley,John Fahy,John Cadogan.Market-focused resources,Competitive positioning and Firm performance.Journal of Marketing Management,2001.17(5):503~520
[15]王亚江.基于资源战略观的营销资源层级模型研究：[博士学位论文].天津：南开大学商学院，2009
[16] Wernerfelt,Birger.A.A resource-based view of the firm.Strategic Management Journal,1984.5(2).171~180
[17]谢尔比D.亨特.市场营销理论基础——市场营销学的一般理论(陈启杰,楼尊,田圣炳,乔龙宝,王朝晖译).上海：上海财经大学出版社，2006.1~255
[18] Hunt,Shelby.D.,Lambe,C.jay.Marketing’s contribution to business Strategy: marketOrientateon,relationship marketing and resource-advantage theory.International Journal ofManagement Reviews,2000.2(1):17~43
[19] Aaker,D.Managing assets and skills:the key to sustainable competitive adventage.California Management Review,1989.21(3):91~106
[20]彭克宏.社会科学大词典.北京：中国国际广播出版社，1989：1~1279
[21]霍恩比著.牛津高阶英汉双解词典(王玉章等译).北京：商务印书馆，2009：1~2346
[22] Milgrom,Paul.,Roberts,John.The economics of modern manufacturing:technology,strategyand organization.American Economic Review,1990a.80(1):511~528
[23] Milgrom,Paul.,Roberts,John.Rationalizability,learning and equilibrium in games withstrategic complementarities.Econometrica,1990b.58(1):1255~1278
[24] Milgrom,Paul.,Roberts,John.Complementarities and fit strategy,structure,and organizationalchange in manufacturing.Journal of Accounting and Economics,1995.19(1):179~208
[25] Blattberg, Robert C.,Design,John.Managing marketing by the customer equity test.HarverBusiness Review,1996.75(4):136~144
[26] Berger,Paul D.,Bolton,Ruth N.,Douglas Bowman,Elton Briggs,V.Kumar,A.Parasuraman,Creed terry.Marketing action and the value of customer assets:a framework for customerasset management.Journal of Service Research,2002.5(8):39~54
[27] Rust,Roland T.,Lemon, Katherine N.,Zeithaml,Valarie A.Return on Marketing:usingcustomer equity to focus marketing strategy.Journal of Marketing,2004.68(2):109~127
[28]风笑天.社会科学研究方法.北京：中国人民大学出版社，2009.1~465
[29]殷著.案例研究:设计与方法(周海涛,李永贤,李虔译).重庆:重庆大学出版社，2010.1~209
[30]库珀著.协调博弈：互补性与宏观经济学(张军，李池译).北京：中国人民出版社，2001.1~190
[31]杜栋，庞庆华，吴炎.现代综合评价方法与案例精选.北京：清华大学出版社，2008.1~219
[32] Colley,Russell H.Needed:a marketing preparedness program.Harvard BusinessReview,1952.30(2):106~118
[33] Mahoney,Joseph T.,Pandian,J.Rajendran.The resource-based view within the conversationof strategic management,1992.13(5):263~80
[34] Hooley,G.J.,Gordon E.Greenley, John W.Cadogan, John Fahy. The resource underpinning ofcompetitive positions.Journal of Strategic Marketing,2005a.13(2):93~116
[35] Hooley,G.J., Gordon E.Greenley, John W.Cadogan, John Fahy. The performance impact ofmarketing resources.Journal of Business Research,2005b.58(1):18~27
[36] Li ling-yee.Marketing resources and performance of exhibition firms in trade shows:Acontingent resource perspective.Industrial Marketing Management,2007.36:360~370
[37] Jalkala,Anne., Risto T. Salminen. Practices and functions of customer reference marketing-leveraging customerreferences as marketing assets. Industrial Marketing Management,2010.39:975~985
[38]倪自银.面向顾客价值的市场资产管理与竞争优势研究：[博士学位论文].南京：南京理工大学，2007
[39] Rayport,Jeffrey F.,Sviokla,John J.Exploiting the Virtual Value Chain.Harvard BusinessReview,1995.(Sep-Dec):75~99
[40]李垣，刘益.基于价值创造的价值网络管理（I）：特点与形成.管理工程学报，2001，15（4）：38~42
[41] Snow,C.C.,Miles,R.E.Managing the21st century network organizations.OrganizationalDynamics,1992.20(3):3~12
[42]顾明毅.面向客户全程价值的协同营销研究：[博士学位论文].上海：同济大学，2007
[43] Normann,R.,Ramirez,R.From value chain to value constellateion:designing interactivestrategy.Harvard Business Review,1993.71(7/8):65~77
[44]亚德里安J斯莱沃斯基，大卫J莫里森，劳伦斯H艾伯茨，保罗.G克利福德著.发现利润区（凌霄东译）.北京：中信出版社，2000.1~316
[45]大卫波维特，约瑟夫玛撒，R柯克克雷默著.价值网:打破供应链，挖掘隐利润(仲伟俊，钟德强，胡汉辉译）.北京：人民邮电出版社，2001.1~223
[46]张燕.价值网—一种新的战略思维组合.价值工程，2002，(2)：14~17
[47] Cummesson,Evert.Extending the service-dominant logic: from customer centricity tobalanced centricity.Journal of the Academy of Marketing Science,2008.36:15~17
[48] Cummesson,Evert.,Cristina,Mele.Marketing as value co-creation through networkinteraction and resource integration.Journal of Bussiness MarketManagement,2010.4(4):181~198
[49] Lambert,Douglas M.,Ponlen,Terrance L.Supply chains metrics. International Journal ofLogistics Management,2001.12(1):1~19
[50] Kathandaraman.Prabakar.,Wilson,David T.The future of competition: value-Creatingnetworks. Industrial Marketing Managemen,200l.30(4):379~389
[51] Carney,M.,Gedajlovic E.Corporate governance and firm capabilityies: a comparison ofmanagerial,alliance,and personal capitalisms.Asia Pacific Journal of Management,2001.18(3):335~354
[52] Bitran，Gabriel.,Paolo F B,Gary M R.Supply chains and value networks:the factors drivingchanges and their implications to competition in the Industrial sector.MIT Center foreBussiness Research Brief,2003.2:1~5
[53]吴海平，宣国良.价值链系统构造及其管理演进.外国经济与管理，2003，25（3）：19~23
[54]苟昂，廖飞.基于组织模块化的价值网研究.中国工业经济，2005，203（2）：66~72
[55]王晨,茅宁.以无形资产为核心的价值创造系统.科学学研究，2004，22（4）：405~410
[56]董爽.基于价值网的电信商业模式：［博士学位论文］.上海：上海邮电大学，2006
[57]樊利钧.基于资源共享的价值网企业合作创造价值机理研究：［博士学位论文］.杭州：浙江大学，2011
[58]卢泰宏.营销管理演进综述.外国经济与管理，2008a，(1)：39~45
[59]卢泰宏.营销管理演进综述.外国经济与管理（续），2008b，(3)：34~42
[60]科特勒等著.水平营销（陈燕茹译）.北京：中信出版社，2005.1~188
[61] Topkis,M.D.Minimizing a submodiular function on a lattice.Operations Reasearch,1978.26:305~321
[62] Topkis,M.D.Equilibrium pointd in nonzero-sum n-person submodular games.SIAM Journalof Control and Optimization,1979.17:773~787
[63] Vives,X.Nash equilibrium with strategic complementarities.Journal of MathematicalEconomics,1990.19:305~321
[64] Cooper,R.,John,A.Coordinating coordinateion failure in Keynessian models.QuarterlyJournal of Economics,1988.103:441~463
[65] Cooper,R.,D.V.Dejong,R.Forsythe,T.W.Ross.Communication in coordinating games.Quarterly Journal of Economics,1992.107:739~771
[66] Howitt,P.Transactions costs in the theory of unemployment.American EconomicReview,1985.75:88~101
[67] Howitt,P.,P.McAfee.Stability of Equilibria with externalities. Quarterly Journal ofEconomics,1988.103:261~277
[68] Teece,David J. Profiting form technological innovateion:implications for integration,collaborateon, licensing and public policy.Research Policy,1986.15(6):285~305
[69] Teece,David J.,Gary Pisano,Amy Shuen. Dynamic capabilityies and strategicmanagement.Strategic Management Journal,1997.18(7):509~533
[70] Teece,David J. Reflections on “Profiting form innovateion”.Research Policy,2006.35(3):1131~1146
[71] Jacobides,Michael G.,Thorbjorn Knudsen,Mie Augler.Benefiting from innovateon:valueappropriation and the role of industry architectures.Research Policy,2006.35:1200~1221
[72] Chatterjee,S.,Wernerfelt,B.The link between resources and type of diversification: theoryand evidence.Strategic Management Journal,1991.12:33~48
[73] Helfat,C.E., Lieberman,M.B.The birth of capabilities: market entry and the importance ofpre-history.Industrial and Corporate Change,2002.11(4):725~760
[74] Stieglitz,N.,Heine,K.Innovations and the role of complementarities in a strategic theory ofthe firm.Strategic Management Journal,2007.28:1~15.
[75]樊一阳，华灯峰，郑珊珊.基于互补性资产的企业价值模型研究.科技管理研究，2009，(12)：295~296,289
[76]杜义飞,李仕明.互补性资产分布与创新者价值获取.控制与决策，2010，(6)：808~813
[77]秦剑.营销资源和技术资源的互补、替代效应与创业型企业的新产品开发.科学学与科学技术管理，2011，(2)：133~139
[78]张建宇,蔡双立.互补性资产、客户资产与企业自主创新的本质逻辑.北京工商大学学报(社会科学版)，2010，(7)：70~75
[79]李宏贵,熊胜绪.互补资产对突破性创新绩效的影响研究——一个理论模型.科学学与科学技术管理，2010，(7)：64~71
[80]罗氓,赵红梅.中国制造的秘密：创新+互补性资产.中国工业经济，2009，(5)：46~56
[81]王缉慈,梅丽霞,谢坤泽.企业互补性资产与深圳动漫产业集群的形成——基于深圳的经验和教训.经济地理，2008，28(1)：49~54
[82]刘永俊，张晟义.产业网络成长范式研究：基于创新与互补性资产视角.当代经济管理，2010，32(4)：26~32
[83] Kordupleski,Raymond.,Roland T.Rust,Anthony J. Zahorik.Why improving quality doesn’timproveing quality.California Management Review,1993.35(spring):82~95
[84]拉斯特等著.顾客资产管理（汪涛译）.北京：北京大学出版社，2009.1~521
[85]于洋，张晓韩.色彩构成.北京：北京理工大学出版社，2009.1~103
[86] Priem,R.L.,Butler,J.E.Tautology in the resource-based view and the implications ofexternally determined resource value: Further comments.Academy of ManagementReview,2001a.26(1):57~66
[87] Gavetti,G.,Levinthal,D.A.The strategy field from the perspective of management science:divergent strands and possible integration.Management Science,2004.50(10):1309~1318
[88] Williamson,O.E.Transaction-cost economics:the governance of contract relations.Journalof Law and Economic,1979.22:3~61
[89] Siggelkow,N.Why focus? A study of intra-industry focus effects.Journal of IndustrialEconomics,2003.51(2):121~150
[90]魏建中，段兴民.企业互补性要素的创值性及其合约安排.上海财经大学学报，2004，6(4)：45~51
[91]王永贵.顾客资源管理：资产、关系、价值和知识.北京：北京大学出版社，2005.1~355
[92] Anderson,Paul.Marketing planning and the theory of the firm.Journal of Marketing,1982.46(Spring):15~26
[93] Day,George.Marketing’s contribution to the strategy dialogue.Journal of the Academy ofMarketing Science,1992.20(Fall):323~30
[94] Priem,R.L.,Butler,J.E.Is the resource-based “view” a useful perspective for strategicmanagement research?.Academy of Management Review,2001b.26(1):22~40
[95]洛夫洛克，沃茨著.服务营销(谢晓燕,赵伟韬译).北京：中国人民出版者，2010.1~552
[96] March,J.G.Exploration and exploitation in organizational Learningmanagement.Organization Science,1991.(2):71~87
[97] Capraro,Anthony J.,Srivastava,R.K.Has the influence of financial performance onreputation measures been overstated?.Corporate Reputation Review,1997.1(1):86~93
[98]盘为龙.竞争优势、互补性与企业边界——一个基于美、日汽车产业的比较分析.经济经纬，2007，(4)：89~92
[99] Lusch,R.F.,Harvey,M.G.Opinion:the case for an off-balance-sheet controller.SloanManagement Review,1994.35(Winter):101~105
[100] Bharadwaj,Sundar.G.,Varadarajan,P.Rajan.,Fahy,John.Sustainable competitive advange inservice Industries:a conceptuall model and research propositions. Journal of Marketing,1993.57(2):83~99
[101] Zeithaml,Valarie A.Consumer perceptions of price,quality,and value:a means-end modeland synthesis of evidence.Journal of Marketing,1988.52(july):2~22
[102] Woodruff,Robert B.Consumer value:the next source for competitive advantage.Journal ofthe Academy of Marketing Science,1997.25(2):139~153
[103] Parasuraman,A.Reflections on gaining competitive adventage through consumervalue.Journal of the Academy of Marketing Science,1997.25(2):154~161
[104]孙祁详，郑伟.经济社会发展视角下的中国保险业——评价、问题与前景.北京：经济科学出版社，2007.1~263
[105]徐灿杰，王泽森，王坤.保险电子商务模式创新探析——以香港蓝十字保险公司产品创新为例.金融与经济，2007，（4）：52~54
[106] Porter,Michael F.,Kramer,Mark R.Strategy&Society.Harvard Business Review,2006.(December):78~82
[107] Anderson,James C.,James Narus.A model of distributor firm and manufacturer firmworking partnerships.Journal of Marketing,1990.54(1):42~58
[108]席酉民，尚玉钒.和谐管理理论.北京：中国人民大学出版社，2002.1~268
[109]陈建国.条件哲学与互补原理.南昌：江西人民出版社，2009.1~243
[110]迈克尔波特著.国家竞争优势（李明轩,邱如美译）.北京：华夏出版社，2002:1~817
[111] Kathandaraman.Prabakar.,Wilson,David T.The future of competition: value-Creatingnetworks. IndustrialMarketing Managemen,200l.30(4):379~389
[112]郭嫒嫒.基于利益相关者理论的关系营销战略研究：［博士学位论文］.沈阳：辽宁大学，2007
[113] Dussauge,R.,Garrette,B.Determinants of successs in internationall strategic： evidencefrom the global aerospace Industry.Journal of International BussinessStudies,1995.26(3):504~530
[114]杜尚哲,加雷特.战略联盟（李东红译）.北京：中国人民大学出版社，2006.1~217
[115] Morris,D.,Hergert,M.Trends in international collaborative agreemanets.Columbia Journalof World Bussiness,1987.22(2):15~21
[116]赵付春，凌鸿.基于互补性理论的企业信息资源匹配度研究.计算机集成制造系统，2009，15(12)：2383~2390
[117]刘广灵.林肯电气公司管理模式的理论分析.中国软科学，2009，(11)：129~138
[118] Baruaa,Leechs,Whinston A B.The calculus of reengineering[J].Information SystemsResearch,1996,7(4):409~428
[119]芮明杰.市场营销管理：定位·联想·策略.上海：复旦大学出版社，2001.1~393
[120]项保华.战略管理：艺术与实务.上海：复旦大学出版社，2007.1~376
[121] Porter,Michael E.Towards a dynamic theory of strategy.Strategic Management Journal,1991.12:95~117
[122]徐淑英，刘忠明.中国企业管理的前沿研究.北京：北京大学出版社，2004.1~455
[123]伯顿，奈希伯，伦巴第著.金融市场与金融机构导论（惠超等译）.北京:清华大学出版社，2004.1~572
[124]蒋学伟.持续竞争优势.上海：复旦大学出版社，2002.1~176
[125]迈克尔波特著.竞争战略（陈小悦译）.北京：华夏出版社，2004.1~359
[126] Abernathy,W.J.,Utterback,J.M.Patterns of industry innovateion.Technology Review,1978.80(7):40~47
[127] Dosi,G.Technological paradigms and technological trajectoryies.Research Ploicy,1982.11:147~162
[128]毛荐其.产业自主创新机会窗口与路径——一个基于产业成长曲线的分析.山东工商学院报，2008，22(4)：1~8
[129]郑玉香.客户资本管理.北京：中国经济出版社，2005.1~303
[130] Anderson,James C.,Jain,Dipak C.,Chintagunta,Pradeep K.,Customer value assessment inbusinesss markets:a state-of-practice study.Journal of Business of BusinessMarketing,1993.1(1):3~30
[131] Butz,Howard E.,Jr.Goodstein,L.D.Measuring customer value:gaining the strategicadvantage.Organizational Dynamics,1996.24,63~77
[132] Holbrook,M.B.,The nature of consumer value:an axiology of services in the consumptionexperi-ence.Thousand Oaks,CA:Sage,1994:21~71
[133] Crosby,L.A.,Evans,K.R.,Cowles,D.Relationship Quality in services selling: aninterpersonal influence perspective.Journal of Marketing,1990.54(July),68~81
[134] Grǒnroos,C.Value-driven relational marketing:from producs to resources andcompetencies.Journal of Marketing Management,1997.13(5):407~419
[135] Ravald,A.,Grǒnroos,C.The value concept and relationship marketing.European Journal ofMarketing,1996.30(2),19~30
[136] Gronroos,Ravald.The value Concept and relationship marketing.Europen Journal ofMarketing,1996.30(2):19~30
[137] Sweeney,J.C.,Soutar,G.N.,Consumer perceived value:the development of a multiple itemscale. Journal of Retailing,2001.77:203~220
[138] Parahalad,C.K., Hamel,G.The core competence of the Corporation.Harvard BusinessReview,1990.(May-June):79~91
[139]吴琪，朱彤.图解消费者需求.哈佛商业评论，2003，(3)：40~49
[140]马斯洛著.动机与人格（许金声等译）.北京:中国人民大学出版社，2007.1~407
[141]安德鲁·坎贝尔，凯瑟琳·萨姆斯·卢克斯著.战略协同（任海通，龙大伟译）.北京:机械工业出版社，2000.1~452
[142]郭俊华.并购企业知识资本协同理论研究.上海：华东师范大学出版社，2004.1~317
[143]菲利普·科特勒著.营销管理：分析、计划、执行和控制（梅汝和，梅清豪等译）.上海:上海人民出版社，1999.1~749
[144] Johnston,Robert.Achieving focus in service organizations.The Service Industries Journal,1996.16(January):10~20
[145]宋志鹏，张兆同. ERG理论研究.现代商业，2009，（3）：88~89
[146] Larsson,Rikard.The handshake between invisible and visible hands[J].InternationalStudies of Management&Organization,1993.23(1):87-106.
[147] Achorl,Ravi S.,Changes in the theory of interorganizational relations in marketing，towarda network paradigm.Journal of The Academy of Marketing Scienee,1997.25(1):56-71.
[148]熊国钺.基于价值让渡系统的中国轿车营销模式选择的评价：［博士学位论文］.上海：同济大学，2006
[149]孙国强.网络组织的内涵特征与构成要素.现代商业，2001，（4）：38~40
[150]杨瑞龙，冯健.企业间网络的效率边界:经济组织逻辑的重新审视.中国工业经济，2003，(11)：64~67
[151]苏晓艳，范兆斌.不完全合约、非正式规则与企业网络组织内部治理机制.江苏评论，2005，(6)：90~92
[152]孙国强.网络组织的治理机制.经济管理，2003a，(4)：39~43
[153]孙国强.关系、互动与协同：网络组织的治理逻辑.中国工业经济，2003b，118(11)：14~20
[154] Johanson,J.,Mattsson,L.G,Interorganizational relations in Industrial systems:a networkapproach compared with the transaction-cost approach.International Studies ofManagement&Organization,1987.5(1):1~16
[155] Richardson,G.B.The Organization of Industry.The Economic Journal,1972.Sept.:883~896
[156]钱刚毅.中间层组织的治理与协调研究：［博士学位论文］.武汉：华中科技大学，2006
[157]庄贵军.中国企业的营销渠道行为研究.北京:北京大学出版社，2007.1~283
[158]中国社会科学语言研究所词典编辑室编.现代汉语词典.北京：商务印书馆，2005.1~1869
[159] Emerson,R.Power dependence relations.American Sociological Review,1962.27(2):31~41
[160] El-Ansary,Adel I.,Stern,Louis W.Power measurement in the distribution channel.Journal ofMarketing Research,1972.9(Feb):47~52
[161] Dickinson,Roger.,Hollander,Stanley C.Some definition problems in marketing channels.Journal of Marketing Channels,1996.5(1):1~16
[162]张庚淼.基于资源投入的营销渠道权力测量模型研究.外国经济与管理，2006，28(11)：46~50
[163] Hunt,Shelby D.,Nevin,John R.Power in a channel of distributeon:source and consequences.Journal of Marketing Research,1974.11(May):186~193
[164] Brown,J,R.,Lusch,R.F.,Nicholoson,C.Y.Power and relationship commitment: their impacton marketing channel member performance.Journal of Retailing,1995.17(4):363~392
[165] Gaski,J,H.The theory of power and conflict in channels of distributeon.Journal ofMarketing,1984.48(4):9~29
[166] Van Huyck,J.,Battalio,R,C.,Beil,R.O.Tacit coordination games,strategic uncertainty andcoordination failure.American Economic Review,1990.80:234~248.
[167]刘会齐，侯洪亮.网络组织中的外包策略与企业核心能力构建.开发研究，2011，152(1)：121~123
[168]张宝贵.企业间网络组织的契约特征及治理机制.科技管理研究，2006，（11）：77~79
[169] Mcknight,D.H.,Cummings,L.L.,Chervany,N.L.Initial trust formation in new organizationalrelationships.Academy of Management Review,1998.23:473~490
[170]郑兴山，王莉.企业网络组织治理机制研究综述.社会学研究，2004，（2）：103~107
[171]林闽钢.社会学视野中的组织间网络及其治理结构.社会学研究，2002,（2）：40~50
[172]韩炜.企业网络组织治理机制与绩效：基于协同视角的研究.软科学，2011，25(6)：97~102
[173]邱昭良.网络组织的运行机制：［博士学位论文］.天津：南开大学，2002
[174] Jones,C.,Hesterly,S.W.,Borgalti,P.s. A general theory of network governance: exchangeconditions and social mechanisms.Academy of Management Journal,1997.4:221~252
[175]彭正银.网络治理理论研究：［博士学位论文］.天津：南开大学，2003
[176]孙国强.网络组织前沿领域研究脉络梳理.外国经济与管理，2007，29(1)：19~24
[177]毛文静，朱家德.论网络组织合作的权力治理.云南行政学院学报，2008，（3）：143~144
[178]卢福财，胡平波.网络组织成员合作的声誉模型分析.中国工业经济，2005，203(2)：24~30
[179] Kreps,D.,Wilson,R.Reputation and imperfect information.Journal of Economic Theory,1982.(27):24~30
[180]喻卫斌.网络组织的契约关系与机会主义行为的防范.山东社会科学，2007，143(7)：81~84
[181]郝臣.信任、契约与网络组织治理机制.天津社会科学，2005，(5)：64~67
[182]魏江，叶波.文化视野内的小企业集群技术学习研究.科学管理研究，2001，20(12)：28~32
[183]孙国强，宋泾溧.网络组织的学习创新机理研究.科技管理研究，2010，(13)：211~214
[184] Nunzia,C.Innovation process within geographical clusters: a cognitive approach.Technovtion,2004.12(7):12~19
[185] Uzzi,B.Social structure and competition in interfirm networks:The paradox ofembeddedness.Administrative Science Quarterly,1997.42(1):35~67
[186]蔡宁，杨闩柱.企业集群风险研究：一个基于网络的视角.中国工业经济，2003，(6)：13~17
[187]王发明，蔡宁，朱浩义.基于网络结构视角的产业集群风险研究：以美国128公路产业集群衰退为例.科学学研究，2006，(6)：9~13
[188]孙国强，石海瑞.网络组织负效应的实证分析.科学学与科学技术管理，2011，32(7)：24~30
[189] Bryant,J.,A simple rational expectation keyness-type model.Quarterly Journal ofEconomics,1983.97:525~529
[190]彭正龙，林正平.华跨国公司技校管理的“4P”模式.同济大学学报(社会科学版)，2002，13(6)：33~38
[191]吴焕香.跨国公司战略联盟绩效研究：［博士学位论文］.济南：山东大学，2006
[192]秦杨勇.平衡计分卡与战略管理.北京：中国经济出版社，2007.1~247
[193]王雪青,孟海涛,刘炳胜.基于六西格玛计分卡的企业绩效评价研究.中国农机化，2010，231（5）：35~38
[194] Reuer,J.J.,Zollo,M.,Singh,H.Post-formation dynamics in strategic alliances.StrategicManagement Journal.2002.23:135~151.
[195] Chang,Sea Jin.,Venture capital financing, strategic alliances, and the initial publicofferings of internet startups.Journal of Business Venturing.2004.19:721~741
[196]王秀臣.跨国企业战略联盟网络资源整合研究：[博士学位论文].哈尔滨：哈尔滨工业大学，2008
[197] Eilat,Harel.,Golany,Boaz.,Shtub,Avraham.R&D project evaluation:an integrated DEA andbalanced scorecard approach.Omega.2008.36:895~912
[198]樊友平，陈静宇.公司战略联盟选择的决策方法研究.软科学，2000，(8)：102~105
[199]李文达.竞争性战略联盟中企业竞争优势影响因素实证研究:[硕士学位论文].重庆：重庆大学，2006
[200]周建其.竞争性战略联盟中知识整合能力与价值创造关系的实证研究:[硕士学位论文].重庆：重庆大学，2006
[201]李薇.竞争性战略联盟的合作效应研究:[博士学位论文].重庆：重庆大学，2009
[202]科勒，戈德哈特，威塞尔斯.价值评估:公司价值的衡量与管理（高健等译）.北京：电子工业出版社，2007.1~616
[203]郭娜，张云玲.互补选择与管理控制.合作经济与科技，2008，336(1)：60~62
[204] Vorhies,Douglas W.,Harker Michael,and Rao C.P.The capabilities and performanceadvantages of Market-driven firms.European Journal of Marketing.1999.33(11/12):1171~1202
[205] Hooley,Graham.,Fahy John,Cox Tony,Beracs Jozsef,Fonfara Krzysztof,and Snoj Boris.Marketing capabilities and firm performance:a hierarchical model.Journal of Market-Focused Management.1999.4(3):259~278
[206] Dutta,Shantanu.,Narasimhan,Om.,Rayiv,Surandra.,Success in high-technology markets:Ismarketing capability critical?.Marketing Science,1999.18(4):547~568
[207] Morgan,Neil.A.,Vorhies,Douglas W.,Mason,Charlotte H.Research and commentariesmarket orientateon,marketing capabilityies,and firm performance.Strategic ManagementJournal,2009a.30:909-920.
[208] Morgan,Neil.A.,Slotegraaf,Rebeccal J.,Vorhies,Douglas W., Linking marketingcapabilities with profit growth.Intern.J.of Research in Marketing,2009b.26:282-293.
[209] Lee,Jia-Sheng.,Hsieh,Chia-Jung.A research in relating entrepreneurship,marketingcapability, innovative capabitlity and sustained competitive advantage[J].Journal ofBusiness&Economics Research,2010.8(9):109~119
[210] Vorhies,Douglas.,Neil Morgan.A configuration theory assessment of marketingorganization fit with business stragtegy and its relationship with marketingperformance.Joumal of Marketing,2003.67(1):100~15
[211] Vorhies,Douglas W.,Morgan,Probert E.,Autry,Chad W.Product-market strategy and themarketingcapabilities of the firm:impact on market effectivenesss and cash flowperformance.Strategic Management Journal,2009.30:1310~1334
[212] Merrilees,Bill.,Sharyn Rundle-Thiele,Ashley Lye. Marketing capabilities: Antecedents andimplications for B2B SME performance.Industrial Marketing Management,2010.8:1~8
[213]戴文战.基于三层BP网络的多指标综合评估方法及应用.系统工程理论与实践，1999，(5)：29~40
[214]梁杰，侯志伟. AHP法专家调查法与神经网络相结合的综合定权方法.系统工程理论与实践，2001，(3):59~63
[215]中国保险学会，中国保险报编著.中国保险业二百年.北京：当代世界出版社，2005.1~272
[216]郑向敏.旅游安全概论.北京：中国旅游出版社，2009.1~306
[217]周沛，郑向敏.中国大陆旅游保险研究现状及发展趋势——基于TRMC类别系统的内容分析.北京第二外国语学院学报，2011，33(5)：20~31
[218]国家旅游局，中国保监会著.中国旅游保险目标体系与战略措施.北京：中国旅游出版社，2008.1~203
[219]孙祁祥.保险学.北京：北京大学出版社，2009.1~417
[220]国家旅游局办公室.邵琪伟在2012年全国旅游工作会议上的讲话.国家旅游局网站[EB/OL].http://www.cnta.gov.cn/html/2012-1/2012-1-16-9-23-93087_1.html,2012-1-6.