战略导向、营销能力和企业绩效:基于中国延边地区 旅行社的实证研究
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 어문영 | - |
dc.contributor.author | 이용진 | - |
dc.date.available | 2020-07-10T07:40:28Z | - |
dc.date.created | 2020-07-06 | - |
dc.date.issued | 2015 | - |
dc.identifier.issn | 1738-4745 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/10829 | - |
dc.description.abstract | 市场导向主要体现企业对市场环境变化做出反应的适应性能力,而服务导向在创造顾客价值,提升顾客满意度和忠诚度方面有重要作用。这两种战略导向的有效协同帮助企业更好地理解目前和将来的顾客、竞争者和其他环境条件,从而在满足顾客需求方面发挥更全面的适应能力和管理能力。本研究 基于中国延边地区的127家旅行社的问卷调查数据,实证考察了市场导向和服务导向对企业绩效的影响,以及营销能力在战略导向和企业绩效关系中的中介作用。研究结果显示:(1)市场导向和服务 导向对营销传播能力和营销规划能力有显著的影响;(2)市场导向和服务导向对企业绩效有显著的 直接影响;(3)营销规划能力对企业绩效有显著的影响,但营销传播能力没有影响;(4)市场导向 和服务导向不仅直接影响企业绩效,而且还通过营销规划能力间接影响企业绩效。研究结果对服务型 企业改善企业绩效具有重要的启示意义。 | - |
dc.language | 중국어 | - |
dc.language.iso | zh | - |
dc.publisher | 글로벌경영학회 | - |
dc.title | 战略导向、营销能力和企业绩效:基于中国延边地区 旅行社的实证研究 | - |
dc.title.alternative | Strategic Orientations, Marketing Capabilities and Firm Performance: An Empirical Analysis of Travel Agencies in Yanbian Korean Autonomous Prefecture of China | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 이용진 | - |
dc.identifier.doi | 10.17092/jibr.2015.12.2.47 | - |
dc.identifier.bibliographicCitation | 글로벌경영학회지, v.12, no.2, pp.47 - 67 | - |
dc.relation.isPartOf | 글로벌경영학회지 | - |
dc.citation.title | 글로벌경영학회지 | - |
dc.citation.volume | 12 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 47 | - |
dc.citation.endPage | 67 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002004982 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | market orientation | - |
dc.subject.keywordAuthor | service orientation | - |
dc.subject.keywordAuthor | marketing capability | - |
dc.subject.keywordAuthor | China | - |
dc.subject.keywordAuthor | 市场导向 | - |
dc.subject.keywordAuthor | 服务导向 | - |
dc.subject.keywordAuthor | 营销能力 | - |
dc.subject.keywordAuthor | 中国 | - |
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