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MBA毕业论文_动型市场战略对俄罗斯中小企业绩效的影响_MenkovaKsePDF

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中小企业在形成稳定的市场结构和发展经济部门的过程中发挥着重要的作用。目前, 俄罗斯经济正在经历一系列世界政治和经济事件所产生的一系列问题。在当前俄罗斯经 济形势下,我国十分重视中小企业的发展。然而,持续的变化为企业的成功开辟了新的 机会。企业需要根据新的经济形势调整经营策略。为此,有必要确定最有希望的领域。 因此,在先动型市场战略的背景下,我们考虑企业能力如何调节战略对俄罗斯中小企业 绩效的影响;这已成为本研究的一项重要课题。 本研究采用俄罗斯140家中小企业的数据,通过问卷调查工具收集管理者的数据作为 目标调查对象,对问卷工具进行了初步的预测试,具有一致性。本文在分析的基础上, 提出了10个研究假设。采用百分率和频率统计方法对研究进行了描述,并对研究特点进 行了分析。通过探索性因子分析、验证性因子分析以及相关分析和回归分析,实现了构 建一致性工具的细化和因子验证。验证了本文的假设。通过相关分析和回归分析,验证 了先动型市场战略对中小企业绩效的直接影响、技术能力、营销能力、人力资源管理能 力和网络能力对企业绩效的中介作用。9个假设被证实和接受,其中一个被否定和拒绝。 本研究采取先动型市场战略取向为研究出发点,深入探讨企业能力对绩效的影响。 鉴于俄罗斯中小企业长期受到资源短缺的制约,本研究探讨了技术、营销、人力资源管 理和网络能力与中小企业绩效之间的关系。研究发现,先动型市场战略能够识别和满足 隐藏的、未被说出口的、微妙的、难以理解的、竞争对手难以模仿的客户需求,从而使 企业获得高绩效。此外,先动型市场战略与技术能力、营销能力、人力资源管理能力、 网络能力呈正相关关系,有助于提高新产品的性能。这种策略和能力帮助企业适应客户 和市场不断变化的需求,这是成功开发和引入新产品所必需的。因此,能力定位对于提 高中小企业的绩效具有重要的战略意义。研究结果表明,技术和营销能力在先动型市场 战略和中小企业绩效之间起中介作用,人力资源管理和网络能力与中小企业绩效之间不 存在中介联系。 最后,根据相关研究成果和企业管理实践,对如何保持中小企业的高企绩效提出了 相应的管理建议。首先,要保持和提高俄罗斯高水平中小企业的绩效,坚持积极先动型 市场战略,必须与客户建立密切的关系,洞察他们的需求和欲望,并采取政策来识别他 们的潜在需求。它将进一步导致获得先进的技术知识,使公司能够为这些需求创造新颖 和适当的解决方案。当前研究的基本原则是,没有企业能力的存在,企业目标的满意实 现将是困难的。因此,有必要保持对市场能力和技术能力的高度重视,因为积极先动型 市场战略和营销能力很可能通过快速获取新客户的知识来积累营销知识储备,有利于企 业营销能力提炼未来的需求,营销公司通过技术能力积极主动地获取新技术,并利用这 些技术开发新产品,以满足客户不断变化的需求。为了提高企业未来的绩效,有必要关 哈尔滨工业大学管理学硕士学位论文 II 注网络和人力资源管理能力的发展。也就是说,为了提高员工满意度,俄罗斯企业必须 制定各种员工保留策略,包括加薪、奖金、收益分享和带薪休假,因为员工满意度越高, 企业绩效水平就越高。有必要通过网络能力背景、员工之间的非正式关系、与合作伙伴 之间的灵活关系来发展,并分析合作伙伴的市场,以帮助发展和利用组织间的关系,并 获得他人所拥有的各种资源。 关键词:先动型市场战略,技术能力,营销能力,人力资源管理能力,网络能力,企 业绩效 哈尔滨工业大学管理学硕士学位论文 III Abstract Small and medium-sized enterprises (SME’s) play a significant role in the process of forming a stable market structure and developing the economic sector. Today, the Russian economy is experiencing several problems that have arisen out of a series of political and economic events in the world. In the context of the present state of the national economy, great importance is attached to the development of small and medium-sized businesses. However, the ongoing changes open up new opportunities for building business success. Enterprises need to adapt their business strategies to new economic conditions. For this, it is necessary to determine the most promising areas. Therefore, in the context of a proactive market strategy, we are considering how firm capabilities mediate the effect of strategy on Russian SME’s performance; it has become an important task for this research. The research used data of 140 SMEs’ across manufacturing industries in Russia with the aid of a questionnaire survey tool for collecting data from managers as targeted respondents after preliminary pre-testing the questionnaire tool which showed consistency. This work based on the analysis proposes 10 research hypotheses. The description of the research and its characteristics were obtained through the usage of percentage and frequency statistic methods. Both the refinement of the instrument for constructing consistency and factor validation was achieved by the application of exploratory factor analysis, confirmatory factor analysis, as well as through the correlation analysis and regression analysis. The hypothesis of this paper was verified. Correlation analysis and regression analysis are used to verify the hypothesis, that is, to test the direct effect of the proactive market strategy on performance SMEs, the intermediary role of technological capability, marketing capability, human resource management capability, and network capability on the firm performance. Nine hypotheses were confirmed and accepted whiles one was denied and rejected. This research takes proactive market strategic orientation as the starting point of research and deeply explores the impact of a firm's capabilities on its performance. Because Russian SMEs have been constrained by the shortage of resources under consideration for a long time, this work explores the relationship between technological, marketing, human resource management, and network capabilities and the performance of them. The study found that the proactive market strategy can identify and satisfy hidden, unspoken customer needs which are subtle and hard to understand, and hence, cannot be readily imitated by competitors, which leads to high firm performance. Furthermore, the proactive market strategy is positively related to technological capability, marketing capability, human resources management capability, and network capability, it can help increase new product performance because this strategy and capability help a firm adapt to the evolving requirements of customers and markets, which is needed to develop and introduce 哈尔滨工业大学管理学硕士学位论文 IV new products successfully. Therefore, capability orientation has important strategic significance for improving the high SME's performance. The findings provide evidence that technological and marketing capabilities play an intermediary role between market strategy and SME’s performance, and there is no intermediary connection between human resources management and network capabilities and SME's performance. Finally, based on relevant research results and business management practices, this paper provides corresponding management suggestions for how to maintain a high firm performance of SMEs. First of all, to maintain and improve high Russian SME's performance, which adheres to the proactive market strategy, it is necessary to build intimate relationships with customers, to gain insight into their needs and wants, and also to pursue a policy to identify their latent needs. It would further lead to acquiring advanced technical knowledge that enables the firm to create novel and well-fitting solutions to those needs. The basic tenet of the current study is that without the presence of firm capabilities, the satisfactory fulfillment of corporate goals would be difficult. Therefore, it is necessary to maintain a high focus on marketing capability and technological capability, because proactive market strategy and marketing capability are likely to accumulate marketing knowledge stores through the quick acquisition of new customer's knowledge, which facilitates firms' marketing capabilities to refine future needs, and marketing firms through technological capability are proactive in acquiring new technologies and use these technologies in developing new products to meet customers' changing wants. In order to increase firm performance in the future, it is necessary to pay attention to the development of the network and human resource management capability. Namely, to increase employee satisfaction, Russian firms have to formulate various employee retention

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