Research On The Relationships Of Host Country Network Relation、Network Learning And International Marketing Ability Of Enterprises

In the international market, customer demand is always changing, the life cycle of enterprise product is shortened, and the international marketing capabilities which is represented by the resource based view (RVB) has been unable to meet the needs of the enterprise.The basic concept of the process is another main point of the marketing ability theory, which explains how the enterprise can obtain the competitive advantage in the increasingly turbulent market environment. The marketing capabilities of the process based on the concept of internal marketing business process, this kind of marketing capabilities theory can explain how the enterprise can enhance the response efficiency of enterprises to external market environment changes through the rapid response of the marketing business process in the complex and changeable market environment. Unfortunately, so far, the relevant theoretical research about the international marketing capabilities of the process is still very scarce. In recent years, the host country network has gradually been concerned by domestic and foreign researchers. In the process of internationalization, the enterprise and host country network members will form a specific connection relationship, when the external market environment has changed, the enterprise can enhance the global marketing capabilities through these network relations. Therefore, in the face of the current complex and volatile international market environment, the study of the impact of the host country network relations on the international marketing capabilities has great theoretical and practical value.On the basis of reviewing the previous literatures and referring to the existing research results, this study summarized the host country network relations as the host country network relationship breadth, relationship quality and relationship durability three parts, the network learning as an intermediary variable, and divided it into two dimensions of competitive learning and cooperative learning.In addition, this paper introduces the cultural distance, the market volatility as a moderating variable, analyzes its influence on the relationship between the host country network relations and network learning.Taking the international enterprises in China mainland as the research object, collecting data through questionnaire survey, and using structural equation model to analyze, draw the following conclusions:(1) The host country network relationship breadth, relationship quality is beneficial to the enterprise competitive learning, the host country network relationship breadth、relationship quality and relationship durability is beneficial to the enterprise cooperative learning.(2) The Competitive learning is beneficial to the international product development and management, the cooperative learning is beneficial to the international product development and management、 international supply chain management and international customer relationship management.(3) The cultural distance has negatively moderating effect on the relationship between the host country network relationship quality、 relationship durability and the cooperative learning.(4) The market turbulence has positively moderating effect on the relationship between the host country network relationship breadth and the competitive learning、cooperative learning.Finally, on the basis of the above research conclusion, we putforward some suggestions to guide the international enterprises how to use the overseas market network relationship to improve the international marketing capabilities, in order to adapt to the international market environment changes.