文档介绍：学号 200732360320___
密级________________

武汉大学本科毕业论文
企业社会资本与营销绩效的关系
--研究述评与理论分析框架
院(系)名称:经济与管理学院
专业名称:市场营销
学生姓名:伍晓芳
指导教师:欧阳小珍副教授
二○一一年五月三十日
BACHELOR'S DEGREE THESIS
OF WUHAN UNIVERSITY
The relationship between corporate social capital and marketing performance
--Review on research and the theoretical analysis framework
College :Economics and Management School
Subject :Marketing
Name :Wu Xiaofang
Directed by :Ouyang Xiaozhen Associate professor
May 30, 2011
郑重声明
本人呈交的学位论文,是在导师的指导下,独立进行研究工作所取得的成果,所有数据、图片资料真实可靠。尽我所知,除文中已经注明引用的内容外,本学位论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体,均已在文中以明确的方式标明。本学位论文的知识产权归属于培养单位。
本人签名: 日期:
摘要
企业社会资本是反映企业社会关系特征的一种资源。它可以使企业在内外部的社会关系网络中获得更多的竞争优势,从而对企业绩效产生影响。本文在已有文献的基础上,对企业社会资本的概念界定、分析维度、测量方法和营销绩效理论等方面的研究进行了归纳;并从信息获取、知识获取、资金获取以及技术创新等4个方面,对现有关于企业社会资本与企业绩效之间关系的实证研究进行了梳理;然后本文基于市场知识能力的视角,构建了企业社会资本与营销绩效关系的理论分析框架,分析指出企业社会资本从内外两个维度上对市场知识能力和营销绩效有显著的影响作用。最后,就企业社会资本理论的发展现状和趋势进行了简要总结。
关键字:社会资本;企业社会资本;营销绩效;市场知识能力

ABSTRACT
Corporate social capital is the resource that reflects the characters of corporate social relationships. Corporate social capital enables corporate gain petitive advantages through work of social relationship, so it can affect corporate performance. Through analyzing the current literatures, this paper reviews the researches on the concept , analytic dimension and measuring method of corporate social capital and marketing performance theory, and discusses the empirical researches on the relationship between corporate social capital and enterprise performance from four aspects of information acquisition, knowledge acquisition, capital gain and technological innovation. Based on the market petence, constructing the theoretical analysis framework of the relation between corporate social capital and marketing performance, analysis shows that the corporate social capital has significant influence on market petence and marketing performance from the inside and outside dimensions. Finally, this paper brie