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本文基于196家企业调查的样本数据,采用多元回归分析方法 ,探讨了品牌导向对企业绩效的影响机制,分析了企业创新能力的中介作用和社会环境信任度的调节效应。研究结果显示:品牌导向对企业绩效和企业创新能力均具有显著正向关系,企业创新能力在品牌导向对企业绩效的影响路径中起中介作用;社会环境信任度正向调节品牌导向与企业绩效之间的关系,且以企业创新能力为完全中介。本文不仅丰富了组织理论的情景因素研究,同时,研究结论也对企业的有效管理实践和健康发展具有一定的参考和借鉴意义。
Based on the sample data from 196 enterprises surveyed, this paper uses the multiple regression analysis method to explore the impact mechanism of brand orientation on business performance, and analyzes the intermediary role of enterprise innovation ability and the regulatory effect of social environment trust. The results show that brand orientation has a significant positive relationship with firm performance and firm innovation ability, and firm innovation ability plays an intermediary role in the path that brand orientation affects firm performance. Social environment trust positively adjusts brand orientation and firm performance The relationship between the enterprise innovation ability as a complete intermediary. This paper not only enriches the research of situational factors of organizational theory, but also has certain reference and reference for the effective management practice and healthy development of enterprises.