Research On The Effect Mechanism Of "Interaction-service" Dual Guidance And Co-creating Value On Cooperative Innovation Performance In Supply Chain Enterprises

With the continuous improvement of the level of economy and science and technology in China,the demand for products or services purchased by customers is also more diverse.The reason is that the rapid development of economic globalization.With the changes in the social environment,the pressure of enterprises is also growing,mainly concentrated in the production of product diversity and high quality "personalized" service,only to meet the social needs,enterprises can continue to develop.But with the diversity and "personalized" output,each enterprise has the traditional core competitiveness gradually disappear,the traditional enterprise competition market pattern is broken,replaced by the supply chain between enterprises to find the core Competitiveness.At the same time,the competition between traditional enterprises has also undergone a subtle change,the degree of cooperation between enterprises is constantly strengthened,on the basis of the formation of the supply chain between enterprises.To sum up,the change of environment caused by competition between enterprises to cooperation,from the "single win" to "win-win" to achieve the above basis is that the supply chain between enterprises can be developed smoothly.At the same time,it is very important to explore the impact mechanism of the cooperative innovation performance among the supply chain enterprises as the focus of the common concern of the member enterprises.This paper focuses on the supply chain as the research object,and mainly studies the influence of Interactive-Orientation,Service-Orientation and Co-creating Value on the Cooperative Innovation Performance of supply chain enterprises.In this study,we use the Interactive-Orientation between supply chain enterprises as independent variable,Cooperative Innovation Performance as dependent variable,Co-creating Value as intermediary variable and Service-Orientation as adjustment variable.Although many previous studies have examined the impact of Interactive-Orientation and Service-Orientation on the Cooperative Innovation Performance,most of the previous studies have been based on the individual level as a single factor,and few studies combine these two strategies that have an impact on Cooperative Innovation Performance.The focus of this paper is to study the impact of the Interactive-Orientation and Service-Orientation dual-orientation of the Supply chain enterprises on the Cooperative Innovation Performance and the intermediary role of Co-creating Value between Interaction-Orientation and Cooperative Innovation Performance.In the course of the research,the idea of this paper is as follows: Firstly,the meaning of the topic and the background of the topic are expounded,and the topic is supported by reading a lot of valuable related literature.Then,on the basis of theory,the relationship model between interactive orientation,service orientation,value creation and cooperative innovation performance is constructed,and the relevant research hypothesis is put forward.Secondly,thispaper uses mature questionnaires which were designed by domestic and foreign scholars to design the study's questionnaires.Then questionnaires were sent out and distributed.In the last,the questionnaires were collected and analyzed.Thirdly,334 questionnaires were analyzed by AMOS21.0 and SPSS17.0 and other mathematical analysis software,and the results showed that Interaction-Orientation had a significant positive impact on Co-creating Value and Cooperative Innovation Performance;Interactive-Orientation positively influence the cooperative innovation performance by means of the mediating effect of Co-creating Value;the Service-Orientation has significantly moderating effect on the relationship between Interactive-Orientation and Co-creating Value;as well Interactive-Orientation and Cooperative Innovation Performance.Finally,according to the conclusion of this paper,the author puts forward the rational management suggestions to promote the long-term stable development of supply chain cooperative relationship and improve the performance of supply chain cooperation innovation,and put forward the prospect of future research for the shortcomings of this research.