营销价值观与组织绩效关系的实证研究:兼论企业所有制的影响

Abstract

本文重点讨论了营销学中作为指导企业营销活动的价值观——市场导向与利益相关者导向的理论架构,并检验了利益相关者导向与组织绩效之间的关系。同时,还针对文献中欠缺的中国企业所有制的影响,进行了分析。研究结果发现,利益相关者导向对中国企业的组织绩效具有积极影响。但中国不同所有制的企业,在利益相关者导向和组织绩效上差异很大。

In this paper,the author analyzes the marketing theoretical framework of stakeholder orientation as the value,which guides the marketing activities of firms,and tests the relationship between stakeholder orientation and organizational performance.The impact of ownership of Chinese firms,which is vacant in literature,is also discussed.The research findings show that stakeholder orientation has positive influence on Chinese firms' performance.But firms of different ownership have much variance in their stakeholder orientation and organizational performance.