大数据环境下企业营销动态能力影响因素研究
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摘要
在大数据时代背景下,基于管理者、组织和顾客三个层面探讨营销动态能力的影响因素,构建了营销动态能力二阶模型,同时引入大数据能力这一调节变量,构建了大数据环境下营销动态能力影响因素研究模型,使用偏最小二乘结构方程模型研究法进行实证研究。结果发现:在大数据环境下,管理者认知、组织结构扁平化和顾客知识管理对企业营销动态能力的影响显著,大数据能力对顾客知识管理与营销动态能力之间的关系具有正向调节作用,即与大数据能力弱时相比,在大数据能力强的情况下,顾客知识管理对营销动态能力的促进作用更为显著。
Under the historical background of big data,this paper explores the influencing factors of marketing dynamic capabilities from three aspects of managers,organization and customers,and constructs a second-order model of marketing dynamic capabilities.At the same time,this paper introduces the moderator variable of big data capability and then establishes the research model about the impacting factors of marketing dynamic capabilities in the context of big data,and finally caaries out an empirical research by using the method of least squares structural equation model.The results show that under the big data environment,managers cognition,flat organizational structure and customer knowledge management have the significant influence on enterprise marketing dynamic capabilities,while the big data capacity possesses positive regulating effects on the relationship between customer knowledge management and marketing dynamic capability.In other words,compared with the lower big data capability,customer knowledge management has more significant impact on the marketing dynamic capabilities when there is strong big data capability.
Under the historical background of big data,this paper explores the influencing factors of marketing dynamic capabilities from three aspects of managers,organization and customers,and constructs a second-order model of marketing dynamic capabilities.At the same time,this paper introduces the moderator variable of big data capability and then establishes the research model about the impacting factors of marketing dynamic capabilities in the context of big data,and finally caaries out an empirical research by using the method of least squares structural equation model.The results show that under the big data environment,managers cognition,flat organizational structure and customer knowledge management have the significant influence on enterprise marketing dynamic capabilities,while the big data capacity possesses positive regulating effects on the relationship between customer knowledge management and marketing dynamic capability.In other words,compared with the lower big data capability,customer knowledge management has more significant impact on the marketing dynamic capabilities when there is strong big data capability.
引文
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[2] 尚航标,田国双,黄培伦.管理认知特征对动态能力的影响机制研究[J].华东经济管理,2014,28(2).
[3] 李巍,杨霄飞.营销动态能力的构建机制研究——组织与企业家因素交互视角[J].华东经济管理,2016,30(6).
[4] Gibbert M,Leibold M,Probst G.Five styles of Customer Knowledge Management,And how smart companies put them into action[J].European Management Journal,2002,20(5).
[5] Gupta M,George J F.Toward the development of a big data analytics capability[J].Information & Management,2016,53(8).
[6] Fang E,Zou S.Antecedents and Consequence of Marketing Dynamic Capabilities inInternational Joint Ventures[J].Journal of International Business Studies,2009,40(5).
[7] 李巍.营销动态能力的概念与量表开发[J].商业经济与管理,2015,35(2).
[8] Walsh J P.Managerial and organizational cognition:Notes from a trip down memorylane[J].Organization Science,1995(6).
[9] Gavetti G.Cognition and Hierarchy:Rethinking the Microfoundations of Capabilities’ Development[J].Organization Science,2005,16(6).
[10] Delacroix J,Swaminathan A.Cosmetic,speculative,and adaptive organizational change in the wine industry:A longitudinal study[J].Administrative Science Quarterly,1991,36(4).
[11] Robbins S P.Organization theory:structure,design,and applications[J].Components Packaging & Manufacturing Technology Part A IEEE Transactions on,2003,21(3).
[12] 侯海青,姚亮.大数据背景下企业营销动态能力提升策略研究[J].西安石油大学学报(社会科学版),2018,27(2).
[13] Lavalle S,Lesser E,Shockley R,et al.Big Data,Analytics and the Path From Insights to Value[J].Mit Sloan Management Review,2011,52(2).
[14] Mom T,van den Bosch,Volberda H.Understanding Variation in Managements’ Ambidexterity:Investigating Direct and Interaction Effects of Formal Structual and Personal Coordination Mechanisms[J].Organization Science,2009,20(4).
[15] Rowley J E.Reflections on customer knowledge management in e-business[J].Qualitative Market Research,2002(5).
[16] Smith H A,Mc Keen J D.Developments in practice:Customer knowledge management:Adding value for our customers[J].Communications of the Association for Information Systems,2005(16).
[17] Thomas J B,Mcdaniel R R.Interpreting strategic issues:Effects of strategy and the information-processing structure of top management teams.[J].Academy of Management Journal,1990,33(2).
[18] 王永健.企业能力、管理者认知与地域多元化:中国市场分割条件下的实证研究[D].广州:华南理工大学,2014.
[19] T Li,Cavusgil S T.Measuring the Dimensions of Market Knowledge Competence in New Product Development[J].European Journal of Innovation Management,1999,2(3).
[20] 汪克夷,张睿,刘佑铭.顾客知识管理体系的构建与测量[J].软科学,2008(9).
[21] 谢卫红,刘高,王田绘.大数据能力内涵、维度及其与集团管控关系研究[J].科技管理研究,2016,36(14).
[22] Straub D W,Boudreau M C,Gefen D.Validation guidelines for IS positivist research[J].Communications of the Association for Information Systems,2004,13(1).