企业国际化的发展决策以及企业国际化的程度是否有助于企业的绩效提升？而
相较于经验丰富、营销技巧娴熟和资金雄厚的跨国公司，改善企业营销能力将
成为我国企业未来生存和发展的关键因素。我国 A 股上市公司若想成功地提升
自身的绩效，一方面需要积极参与国际竞争以提升国际化程度，也要高度重视
市场营销的力量，共同提升企业绩效，促使企业持续发展
本文采用了 2008 年至 2015 年的 A 股上市的面板数据，通过实证分析了企
业国际化程度与企业绩效的关系，并且以企业营销能力作为研究模型的中介变
量，及以销售费用率、资产负债率、企业规模、企业年龄和行业性质作为控制
变量，以便更好地理解 A 股上市企业的国际化程度与绩效的关系。本研究采用
了衡量营销能力的最新指标，即营销支出、无形资源和客户关系资源，旨在更
准确地反映企业的营销能力
本研究分别从产业、年份与企业国际化程度的交互项对企业绩效做了相关
的异质性检验，结果显示：各年份的国际化经营绩效呈‘停滞—下滑—复苏’的
演变趋势，且第三产业表现得尤为突出。当然，在一定程度上，这种不确定性
也受到了 2008 年全球金融危机的影响；企业国际化程度对营销能力有部分促进
作用；企业营销能力对企业绩效有积极的促进作用；此外，营销能力在企业国
际化程度与绩效的关系中起到了部分的中介作用
前人对营销能力的研究多以定性分析为主，难以客观地反映企业营销能力
的实质。因而，本文采用了多个指标来测量企业营销能力，以便更全面地揭示
其突出的贡献。同时，本研究将营销能力作为中介变量来探讨了企业国际化程
度与企业绩效的关系研究。这进一步丰富了企业绩效的研究内容。此外，本文
旨在揭示 A 股上市企业在跨国经营中所存在的一些问题。对如何有效地提升上
市企业在国际竞争中的综合实力提供了一些建议，并为政府在今后的相关政策
制定提供了理论参考，以及为今后在该领域的研究提供了一些启示
关键词：国际化程度, 企业绩效, 营销能力II
Abstract
Under the background of global economic integration, especially after China&39;s
successful accession to the WTO, Actively participating in international competition
and taking the road of internationalization, which has become an inevitable trend for
the future development of China&39;s enterprises. More and more A-share listed
enterprises in the domestic have been beginning to make a bold attempt to export
products and production factors to the overseas market. However, whether the
operation of such enterprises in the transnational operation is helpful to promote the
total assets of the enterprise Whether the development decision of the
internationalization of enterprises and the degree of internationalization of enterprises
are helpful to improve the performance of enterprises Compared with the
experienced, strong marketing skills and strong funds multinational companies, the
improvement of enterprise marketing capability will be the key factor for the survival
and development of Chinese enterprises in the future. If the A-share listed companies
in China hope to successfully enhance their performance, not only actively
participating in international competition to enhance the degree of internationalization,
but also attaching the importance to the marketing ability to improve the performance
of enterprises together to promote the sustainable development of enterprises.
In this paper, to understand better the relationship between the degree of
internationalization and performance of A-share listed companies, we use the panel
data of the year 2008 to 2015 about A-share listed companies, and taking the
enterprise marketing ability as the mediate variable of the model, and taking ratio of
expenses to sales, asset liability ratio, enterprise scale、age and the nature of the
industry as the control variable, through empirical analysis of the relationship between
the degree of internationalization and corporate performance. To reflect more
accurately the marketing ability of enterprise, we use the latest indicators to measure
the marketing ability, that is, marketing expenditure, intangible resources and
customer relationship management.
We made the related heterogeneity tests respectively from the interaction of the
year and the industry with the degree of internationalization on the performance. And
the results show that the performance of internationalization for each year is in the
trend of ‘stagnant—decline—recovery’. Meanwhile, the third industry is particularlyIII
prominent. Of course, this uncertainty was also affected by the global financial crisis
in 2008. The degree of internationalization has some effect on marketing capability;
the marketing capability has a positive effect on firm performance; In addition, the
marketing ability plays some mediating role in the relationship between
internationalization and performance.
The contribution of this research is that the previous researches on marketing
ability were mainly qualitative analysis, and being difficult to objectively reflect the
essence of marketing capability in enterprise; Therefore, this paper uses several
indicators to measure marketing ability in enterprise to reveal its outstanding
contribution more comprehensively; At the same time, this study regards the
marketing capability as an intermediary variable to study the relationship between the
degree of internationalization and firm performance. In one sense, this further
enriches the research content of enterprise performance. In addition, we aim to reveal
the problem existed in multinational management of A-share companies, give some
advices on how to enhance effectively the comprehensive strength in the international
competition to A-share companies, provide some theoretical reference on making
related policies for the government, and offer some inspiration for the future research
in this field.
Keyword: the degree of internationalization, the performance of the enterprise, the
marketing abilityIV
目 录
摘要...... I
Abstract . II
第 1章 绪论......1
1.1 研究背景和意义.1
1.1.1 研究背景 ......1
1.1.2 研究意义 .......2
1.2 国内外研究综述..2
1.2.1 相关基础性概念 .......2
1.2.2 国际化程度与企业绩效关系的文献综述 ...5
1.2.3 企业营销能力与企业绩效关系的文献综述 ...........7
1.2.4 国际化程度与营销能力关系的文献综述 ...8
1.2.5 文献述评 .......9
1.3 研究目的与方法..9
1.3.1 研究目的 .......9
1.3.2 研究方法 .....10
1.4 主要内容与框架10
1.4.1 主要内容 .....10
1.4.2 主要框架 .....11
1.5 创新之处11
1.5.1 研究方法的创新 .....11
1.5.2 研究视角的创新 .....11
第 2章 理论分析与研究假设13
2.1 国际化程度、营销能力对企业绩效的影响机理...........
。。。以上简介无排版格式，详细内容请下载查看
==>>