摘要
随着“大众创业、万众创新”时代的到来，创新创业已经成为促进经济社会发展
的新动能。作为长江经济带发展的重要省份之一，安徽省多数新创企业在发展过程中
存在着很多问题，面对高速变迁的市场竞争环境，新创企业如何获取并维持其竞争优
势是其需要解决的关键问题。同时，创业及其绩效问题也引起了学者的广泛关注，已
成为创业研究的一个重点。
创业营销强调机会驱动、风险管理、创新性、超前行动、资源整合能力以及对顾
客价值的创造等活动，获取和保留有价值的顾客，使企业能够更加适应不确定的市场
环境，更精准的识别和创造市场机会。企业如何通过制定符合自身实际情况的创业营
销战略、并在这一战略指导下实施有效的经营策略，提高企业绩效这一直是学术界长
期关注的现实问题。
为解决上述问题，本文在前人的研究基础上，从企业战略出发，探索企业创业营
销战略、二元创新与新创企业绩效之间的影响机制，从而为新创企业的发展提供战略
选择意见。为了深度探索创业营销与新创企业绩效之间的关系，本文构建了以二元创
新为中介变量的创业营销对新创企业绩效影响机制的概念模型，并对安徽省 883 家新
创企业进行实证研究，结果表明：
（1）影响新创企业绩效的创业营销主要包括超前行动、机会导向、创新性、风
险承担以及资源整合 5 个维度。安徽省新创企业更倾向于通过创新与超前行动获取市
场机会，重视对风险的评估、计算以及承担，强调整合企业现有的资源以获取市场竞
争优势，进而提升本企业的绩效。
（2）企业二元创新对新创企业绩效具有显著的促进作用。这反映安徽省新创企
业可以通过对企业现有技术、管理以及商业模式的改良、进一步挖掘，以维持稳定的
产品或服务市场；也可以对新的技术、产品或服务的尝试、设计与开发，以追求新的
市场机会。
（3）企业二元创新的平衡对新创企业绩效没有明显的促进作用。对于安徽省新
创企业，同时注重探索性创新、利用性创新也不一定能够给企业带来明显的绩效提升。
（4）企业二元创新在创业营销与新创企业绩效关系中起到部分中介作用。表明
安徽省新创企业的创新活动大多偏向于对现有事物的深度挖掘从而获取市场机会，同
时，它们也强调风险承担对利用性创新活动的驱动作用。
关键词：创业营销；二元创新；新创企业绩效II
Research on the Relationship between
Entrepreneurial Marketing,Ambidextrous
Innovation and New Venture Performance
Abstract
Innovation and entrepreneurship have become the new power to promote economic
and social development. As one of the important provinces of the development of the
Yangtze River economic belt, so many policies have been carried out to promote the
development of innovation and entrepreneurship. At present, most of the new venture
enterprises in Anhui Province, there are many problems in the process of development:
when facing the rapid change of market competition environment, the key problem to need
to solved is how to obtain and maintain its competitive advantage for new enterprises .
Entrepreneurial marketing emphasizes the opportunity focus, risk taking, innovation,
pro-activity, resources leveraging customer intensity and value creation, which makes
enterprises adapt to the uncertain market environment and identify the market
opportunities. How to make entrepreneurial marketing strategies that suit themselves to
obtain continuous healthy grown-up has always been a problem deserves to think deeply.
This article mainly explores the influence mechanism among the entrepreneurial
marketing strategy, the dual innovation and start-up performance. We present an integrated
framework for analyzing entrepreneurial marketing, ambidextrous innovation and new
venture performance （NVP）. By conducting an empirical study of 883 sample Chinese
new ventures （NVs） inAnhui province, it is found that:
（a） EM is an important driver of NVP and there are only five dimensions of EM
including proactiveness, opportunity-focus, innovations, risk- taking and resource
leveraging have positively effects on NVP.
（b） Both exploration innovation and exploitation innovation advance NVP.
（c） Ambidextrous innovation did not significantly affect NVP.
（ d ） Exploration innovation and exploitation innovation partly mediate the
relationship between EM and NVP.
Key words: entrepreneurial marketing; ambidextrous innovation; exploration
innovation and exploitation innovation; new venture performanceIII
目 录
第一章 绪论........................................................................................................................1
一、 研究背景..................................................................................................................1
（一）现实背景.............................................................................................................1
（二）理论背景.............................................................................................................3
二、研究的问题................................................................................................................3
三、研究内容及框架........................................................................................................4
四、研究方法....................................................................................................................5
五、研究意义及创新点....................................................................................................6
（一） 研究意义...........................................................................................................6
（二） 研究的创新点...................................................................................................6
第二章 文献综述................................................................................................................7
一、创业营销研究............................................................................................................7
（一）创业营销概念.....................................................................................................7
（二）创业营销维度.....................................................................................................9
二、二元创新研究..........................................................................................................10
（一）二元创新内涵...................................................................................................10
（二）二元创新均衡...................................................................................................10
三、新创企业绩效.......................................................................................................... 11
（一）新创企业界定...................................................................................................11
（二）新创企业绩效测量...........................................................................................11
（三）新创企业绩效影响因素研究...........................................................................12
四、创业营销、二元创新、新创企业绩效关系研究..................................................13
（一）创业营销与新创企业绩效关系研究...............................................................13
（二）二元创新与新创企业绩效关系研究...............................................................13
（三）创业营销、二元创新与企业绩效关系研究.................................................. 14
五、文献述评..................................................................................................................14
第三章 模型构建与假设..................................................................................................16
一、创业营销对新创企业绩效的影响..........................................................................16
二、二元创新对新创企业绩效的影响..........................................................................19
三、二元创新的中介效应..............................................................................................19
第四章 研究设计..............................................................................................................22
一、问卷设计................................