The Impact Mechanisms Of Contractual Arrangement On Enterprise Marketing Performance

Abstract:Contractual arrangement is the choice of transactions style, it is the combination of content and form, rights and obligations of the transaction, which exists in all walks of life, and is essential decision-making to business. There are many classifications of contractual arrangements. This paper focus on examining the impact of the number of contractual parties on enterprise market performance.Contractual arrangement is an important variable to explain the economic phenomenon, but it didn’t cause widespread concern in academic circles, as previously about the study of market performance, it ignores the positive impact of the contractual arrangements on market performance. This paper attempts to combine the number of contract subject and business development this two main perspectives to study the performance of contractual arrangements impact on the enterprise market, aimed at providing the business decision-makers a more actionable multi-party contractual arrangements ways to improve their market performance.Firstly, through reviewing contractual arrangements, contract remaining stakeholders, and enterprise market performance related literature, this paper proposes a theoretical model. Secondly, through designning experiments to collect data, and using SPSS17.0to carry out reliability analysis, exploratory factor analysis, correlation analysis, T-test and regression analysis to verify the impact mechanism of the contractual arrangements on the enterprise market performance. Finally, this paper tests and analyzes the theoretical hypothesis, and gives the reasons.We find that:(1) contractual arrangement has significant influence on enterprise marketing performance. The marketing performance of multi-party contract is higher than the one of two-party contract;(2) contract-holders’surplus play a mediating role between contractual arrangement and enterprise marketing performance.This study explains and predicts enterprise marketing performance on the perspective of contractual arrangement, and analyses the mediation machanism of contract-holders’surplus. Multi-party contract boosts enterprise marketing performance partly by promoting the degree of contract-holders’surplus. The higher the contract-holders’ surplus degree, the better the enterprise marketing perforamce. All these research findings are expected to creative in theory and inspiring in practice.