Research On The Relationship Between Enterprise Social Network And Marketing Performance

In the highly competitive network economy era,due to the transformation of economic development pattern,personalized consumer demand,etc.the uncertainty of the economic environment has a serious impact on enterprises' development,especially on small and medium-sized enterprises.As the most innovative enterprise groups in China economy,small and medium enterprises play an important role in promoting economic growth,increasing taxes,absorbing employment and improving people's livelihood.How to maintain competitive advantage of enterprises in the turbulent environment,to improve corporate marketing performance,to achieve sustainable development,is a general concern of small and medium enterprises.Based on the analysis of domestic and foreign scholars' literature on social network and dynamic marketing capability,the theories of social network and dynamic marketing capability,this study analyzes the mutual relationships of corporate social network,dynamic marketing capability and marketing performance,and builds a theoretical research model.This paper defines the dimension of variables,proposes research hypotheses according to correlational research.This study develops the measurement scale of each variable on the basis of the mature scale of present studies.Taking the small and medium enterprises in Henan Province as the research object,this study uses the statistical software to carry on the factor analysis and the regression analysis rely on the large sample data,in order to test the hypothesis of this research and demonstrate the influence relations of variables.According to the results of empirical analysis,the conclusions of this study are as follows:(1)the corporate social network and its dimensions have a positive effect on the marketing performance of the enterprise,the resources from the network contribute to the development and innovation of the enterprise's marketing work.;(2)the enterprise social network contribute to the enterprise' dynamics marketing capability,the greater size of the network,the stronger relationships,the more socialresources to help foster dynamic marketing capabilities,but heterogeneous network relationships;(3)the dynamic marketing capability of enterprises and their dimensions make a difference to the marketing performance;(4)the social network has a positive effect on the marketing performance,and dynamic marketing ability plays an intermediary role between them.Depending on the research' conclusions,SMEs should pay attention to build their own effective corporate social network,to expand the network relationship circle,to maintain good relations with customers,governments,suppliers and other stakeholders.Besides,SMEs should cultivate dynamic marketing capability,especially senior managers to keep sensitivity of the market and focus on innovation,so as to enhance the competitive advantage of SMEs to achieve long-term development.