Research On The Influence Mechanism Of Marketing Executive Power On Enterprise Performance

In recent years,with the changes of the market environment,the competition among Chinese enterprises is becoming more and more intense.The promotion war between Internet companies such as Alibaba and JingDong,XiaoMi,OPPO and other domestic intelligent machines have low prices or advertising war.From the practices of these enterprises,it is not difficult to see the important position of marketing(function)in the development of the enterprise.It can bring a certain competitive advantage to the company.However,the marketing department of many companies is being abolished or streamlined,and the average age of marketing executives is less than 2 years,These phenomena seem to indicate that the importance of marketing functions is declining.Foreign scholars thus discussed and studied the future of the marketing function and the marketing department,but the research conclusions are not consistent.Therefore,this paper intends to examine the position of marketing in the enterprise from the perspective of marketing executives and using samples of Chinese companies,and analyzes the influence of marketing executives' power on the company and its mechanism,this has strong theoretical and practical significance for corporate governance and organizational construction.This article selects China's A-share listed companies in some industries from 2011 to 2016 as research samples,and chooses marketing executives from the corporate executive team as the research object,based on the analysis of Upper Echelon Theory,Principal-agent theory,Resource-based theory and Social Capital theory,and reviewing previous literature,proposing relevant hypotheses.Through the hierarchical regression method and the group regression method,the main conclusions drawn are as follows:(1)In China's corporate executive team,the power of marketing executives is relatively small,but the power of marketing executives has a positive impact on business performance,the research conclusions of this paper are similar to some foreign literature.It can be seen from this that there is still much room for the use of marketing executives to improve corporate performance.The construction of corporate executive team should pay more attention to the allocation of marketing executives.(2)Organizational marketing ability has a positive impact on corporate performance,and it partially mediates the effect of marketing executive power on corporate performance.This shows that marketing executives are not alone in combat,nor can they fight alone.The decisions of corporate and marketing executives need marketing teams and their marketing capabilities to achieve.(3)The degree of industry competition has a moderating effect on the effect of marketing executives' power.Specifically,in industries with low levels of competition,the power of marketing executives has a greater positive impact on business performance,while in a highly competitive industry,marketing executive power has a smaller positive impact on business performance.As the uncertainty of market is increasing,the value of marketing executives cannot be fully reflected.In this case,a more capable marketing(sales)team is more valuable and important.Therefore,it is an important task for the company to create an excellent marketing team and improve organizational marketing capabilities.