The Study Of The Relationship Among Network Embeddedness, Relationship Capital, Value Co-creating And Enterprise’s Cooperative Performance

This study aimed to investigate the comparative advertising and marketing industry in Taiwan SMEs of in the enterprise network embeddedness, relationship capital, value co-creating and cooperative performance of relevance and influence, through the relevant literature review, with in-depth interviews, questionnaires to collect relevant data to construct and conducted the statistical analysis, and the use of structural equation model of advertising and marketing to further verify the Taiwan industry value chain collaboration performance improvement path model and to compare the results to summarize, the proposed SME advertising and marketing industry for the future operation and development of cross-strait region can refer place.In this competitive era, small and medium enterprises can’t obtain proper profits, but it is difficult to operate.Through this study, we can expect to make Taiwanese advertising and marketing industry from competition to cooperation, improving corporate profits and customer satisfaction.In this study, based on business perspective of "value chain"(Porter, 1985), coupled with the "supply chain management" in view of the next upstream manufacturers to integrate the value chain, and then pointed out that "the industry value chain by Huang(2007) " upstream industry suppliers, midstream industry manufacturers, vendors and downstream industry for vertical division of labor, to end-use consumers, the value creation process constitutes the middle of a series, the reaction value transfer, and value creation process of becoming a network link relationship. In other words, the core concept of value chain theory, through the "enterprise network embeddedness " to strengthen the collaboration of "relational capital", then to " value co-creating " approach, resulting in a value of cooperation, "integrated industrial value chain" in order to establish "value chain collaboration performance model " theory of this innovation-oriented research.Through structural equation modeling(SEM) method for Taiwan advertising and marketing industry value chain collaboration performanceempirical results, summarized the main conclusions of this study are: Taiwan’s advertising network marketing industry has recognized importance of “enterprise network embeddedness”, accumulation of capital and the future value of the relationship to create the industry value chain has been formed; "cooperative performance" has partially mediated effect "relationship capital" and " value co-creating"; and " value co-creating" is main path to the establishment of industrial value chain performance improvement path cooperative model. And pointed out that Taiwan industry advertising and marketing industry’s value chain is still not yet firmly embedded structure, lack of foundation of mutual trust, as well as more emphasis on customer value enhancement, with emphasis on the presence of the four characteristic values can create a future worthy of the industry value chain management in practice You can ponder the meaning of time. This study was limited to the study of time, manpower and financial resources, can only focus on the advertising and marketing industry in Taiwan, but can’t be a large-scale empirical inferences industry, the future research directions are then expanded to cross-regional research study between the two sides, or to another small and medium enterprise across industries industrial research.