营销科学学报 ›› 2022, Vol. 2 ›› Issue (1): 83-103.

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客户集中度和企业创新绩效——基于客户关系视角的研究

顾雷雷,王鸿宇   

  1. 顾雷雷,中央财经大学商学院副教授 E-mail: leilei.gu@cufe.edu.cn  王鸿宇,通信作者,中央财经大学商学院博士研究生 E-mail:2018110129@email,cufe.edu.cn
  • 出版日期:2022-01-16 发布日期:2022-01-16
  • 基金资助:
    本研究得到“中央高校基本科研业务费专项资金”资助、“中央财经大学科研创新团队支持计 划”资助、教育部人文社会科学项目(20YJA630067)资助、教育部人文社会科学项目“管理者信任对企业创新的 影响机制研究一基于经济不确定性的视角”(21YJC630031)资助,特此致谢。

Customer Concentration and Corporate Innovation Performance ——Based on the Perspective of Customer Relationship

Gu Leilei,Wang Hongyu   

  1. Gu Leilei,School of Business, Central University of Finance and Economics  Wang Hongyu,School of Business, Central University of Finance and Economics
  • Online:2022-01-16 Published:2022-01-16

摘要: 良好的微观市场结构不仅是支撑国内国际双循环发展格局的重要基础,也是激发市场主体创新活力的关键。 随着上下游企业分工协作程度的不断加深,客户在供应链中占据了优势地位。 在这种买方主导的市场结构中,客户能否与供应商企业形成知识共享、价值共创的合作关系,影响着企业创新能力和经济的良性循环发展。 本文以2011-2016年A股上市公司为样本,从“客户关系”的视角出发,探讨客户集中度对企业创新的影响。研究结果表明: (1)客户集中度越高,企业创新绩效越低; (2)相比国有企业、议价能力较强的企业、专有资产投资较少的企业,客户集中度对创新绩效的负向影响在非国有企业、议价能力较弱的企业、专有资产投资较多的企业中更显著; (3)营销能力和环境动态性显著调节了客户集中度对企业创新绩效的影响,拥有较高营销能力的企业能够弱化客户集中度的负面效应;当企业所处环境的不确定性较高时,客户集中度对创新的负向影响被强化; (4)进一步分析发现,营销能力和环境动态性通过客户关系稳定性调节了“客户集中度-企业创新绩效”这一关系。研究结论为企业的管理实践和政府构建有效的市场结构以实现创新驱动良性循环提供了一定的参考。

关键词: 市场结构, 客户集中度, 企业创新绩效, 营销能力, 环境动态性, 双循环

Abstract: A good micro market structure is not only an important basis to support the domestic and international double-cycle development pattern, but also the key to stimulate the innovation vitality of market players.  With the deepening of the degree of the division of labor and cooperation between upstream and downstream enterprises, customers occupy a dominant position in the supply chain.  In such a buyer-led market structure, whether customers and suppliers can form a cooperative relationship of knowledge sharing and value co-creation affects suppliers’ innovation driving force and economic virtuous circle.  Employing resource-based theory, resource dependence theory and knowledge -based view, and retrieving the data of A-share listed companies in China's Shanghai and Shenzhen stock markets from 2011 to 2016, this paper investigates the influence of customer concentration on corporate innovation performance from the perspective of customer relationship management.  The empirical results show that,  ( 1) customer concentration has a negative impact on corporate innovation performance; (2) the results are more prominent for state-owned enterprises, enterprises with weak bargaining power and enterprises with high proprietary investment ; (3) marketing capability and environmental dynamism both play a significant role in moderating the impact of customer concentration on corporate innovation performance.  Enterprises with higher marketing capability can reverse the negative effect of customer concentration, and when the uncertainty of external environment is high, such negative effect is strengthened;  (4) moreover, the moderating roles of marketing capability and environmental dynamism are mediated by the moderating role of customer relationship stability.  The conclusions of this study provide some references for the management practice of enterprises and for the government to construct an effective market structure to realize the virtuous cycle driven by innovation.

Key words: market structure,  , customer concentration,  , corporate innovation performance,  , marketing capability, environmental dynamism ,  , dual circulation