移动互联网环境下营销资产绩效转化机制研究

营销资产日益受到企业的重视,但在移动互联网环境下,如何转化为企业绩效还没有完整的理论阐释。在分析文献和调研基础上,构建了移动互联网环境下,关系型营销资产和知识型营销资产转化为企业绩效的中介效应模型,并通过某电信运营企业31个省级分公司半年窗口的经营分析数据进行了统计检验。结果表明,移动互联网环境下,两类营销资产都对企业绩效产生正向影响,其中知识型营销资产的影响大于关系型营销资产,企业的技术能力和营销能力中介这两类营销资产对企业绩效的影响。最后讨论了研究意义、不足和未来研究方向。

Study on Transformation Mechanism of Marketing Assets into Firm Performance Under Mobile Internet Environment

Marketing assets are more and more critical for enterprises, but under mobile Internet environment, how marketing assets are converted into enterprise performance is not fully illustrated. Based on investigation and literature analysis, a mediating effect model of two kinds of marketing assets （knowledge marketing assets and relationship marketing assets） transformed into firm performance is proposed under mobile Internet environment, and the model is empirically tested by using window management analysis data of 31 provincial branches of a telecom company in half a year. The results show that under the mobile Internet environment, two kinds of mar- keting assets have a positive effect on enterprise＇ s performance, and the former is greater. Technical ability and marketing ability of the enterprise can be a significant intermediation between marketing assets and enterprise performance. Finally, the research significance is discussed, with limitations and future research also presen- ted.