东道国网络关系、 网络学习与企业国际营销能力

摘要

Based on the classification of network learning which is competitive learning and cooperative learning, this paper discusses the mechanism of the host country network relation influencing enterprise′s international marketing capa-bilities through the network learning, and makes an empirical study on the data of 113 Chinese mainland manufacture en-terprises.Results show:the host country network relationship breadth, relationship quality have a significantly positive impact on the competitive learning and cooperative learning, and the host country network relationship durability has a significantly positive impact on the cooperative learning; the competitive learning has a significantly positive impact on the international product development and management, the cooperative learning has a significantly positive impact on the international product development and management, international supply chain management and international customer relationship management; the relationship between the host country network relation and the network learning is partly moderated by cultural distance and market turbulence.%本文在将网络学习分为竞争性学习和合作性学习的基础上, 探讨了东道国网络关系通过网络学习影响企业国际营销能力的作用机理, 并利用中国大陆113家制造型国际化企业的问卷调查数据进行了实证研究, 结果表明: 东道国网络关系广度、 关系质量对竞争性学习和合作性学习有显著正向影响, 东道国网络关系持久度对合作性学习有显著正向影响; 竞争性学习对国际产品开发管理有显著正向影响, 合作性学习对国际产品开发管理、 国际供应链管理以及国际顾客关系管理有显著正向影响; 文化距离、 市场动荡性会部分调节东道国网络关系同网络学习之间的作用关系.