基于关系嵌入的客户知识管理绩效影响机制研究
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摘要
20世纪80年代以后,技术进步的突飞猛进导致企业产品生命周期越来越短,而消费者的日趋成熟,以及在市场自由化驱动下消费转移壁垒的降低,都使得企业对消费需求的动态变化越来越难以琢磨和认知。这种基于技术与市场的动态性所带来的市场竞争的激变让企业变得疲于奔命。另一方面,欧美企业迫于竞争加剧的减员策略在削减成本的同时却破坏性地造成了企业知识资产的流失。在此情势下,欧美企业抱住了以稳固客户关系并延长客户忠诚周期为主旨的客户关系管理的大腿以规避上述的经营风险。但是,不幸地是,来自企业的调查显示,客户关系管理并没有能够很好地履行它的使命,拯救企业于倒悬。进入21世纪,企业面对的商业环境继续呈现出更趋动态而复杂的态势。
在应对不确定性且复杂的21世纪商业环境挑战的背景下,企业不断对客户关系管理进行反思,并通过对一些应对复杂性环境挑战而创新变革价值创造活动并获得巨大成功的企业进行参详,来不断地变革自己的商业思维。而这一商业思维剧变的核心,就是知识要素已经无可替代地成为决定企业核心竞争优势的重要资产。同时,学者们基于知识经济对商业价值创造活动影响的实证研究与田野观察,也证实了这种趋势的不可逆转。由此,在营销创新实践和科学研究前沿领域中,以客户知识的获取、转移、分享、创造为核心价值活动的客户知识管理开始被极大地关注并被赋予了更高的期许。
但是,企业的客户知识管理是否会遭遇到客户关系管理曾经同样的尴尬呢?
为此,如何有效地实施企业的客户知识管理,使之成为真正的迎接市场竞争挑战的利器,是管理学术界的重要使命。因此,借助于科学的逻辑推演或实证的科学验证,探索出客户知识管理的成功策略,将能保证企业在此方面的实践有科学的指引,或者有解困之路,不至于摔倒了却爬不起来。
目前,学术界和企业界的共识在于,知识源自于客户,来源于客户知识管理所定义的广义客户群体。而这种广义客户包括了以消费者、战略伙伴、上下游企业为代表的外部客户,也包括了以企业雇员、股东和管理团队为代表的内部客户。所以,如何实现对内、外部客户的知识管理成为了企业运营模式和战略思维创新的一个亮点。
借助于对那些面对动态复杂环境转型成功企业的考察(例如通用、苹果、IBM等),这些市场绩效,尤其是营销绩效卓越的企业恰恰是应对复杂知识网络环境的杰出学习代表。他们在持续地与内外部客户进行良性互动中,借助于深度与广度的关系嵌入,实现了对广义客户构成的知识网络的整合与开发,并通过推动组织学习,从而有效地促进了显性和隐性知识的挖掘、整合、应用和创新,并最终促成企业客户知识管理能力与绩效的显著提升。由此,就企业客户知识管理的系统而言,存在着知识网络的关系嵌入、组织学习和客户知识管理绩效三者之间动态演化的影响关系。
为此,本研究的核心问题就是试图去探索客户知识管理绩效影响机制的内在关系机理和优化策略是什么?对此问题的探究,论文从以下的逻辑层次和相关的研究内容进行了探索性的逻辑推演和实证研究。
(1)以逻辑推演的方式构建了客户知识管理绩效的影响机制模型。论文以客户管理理论的变迁,以及出现在两家企业中实际的客户知识管理的困境为引子,依据成熟的“战略(环境)→结构(行为)→绩效(产出)”的管理学研究范式,借鉴SECI知识螺旋理论和知识Ba理论建构了企业客户知识管理的系统框架和影响机制模型。该模型意味着企业在环境动态性的冲击下,促进企业核心知识资产增长和客户知识管理绩效提升,将采取嵌入外部和内部客户知识网络的策略,并在组织学习行为的推动下,实现对企业广义客户知识的获取、分享、转移与创造。因此,本研究涉及的相关理论包括了环境动态性理论、关系嵌入理论、组织学习理论和客户知识管理理论。
(2)对客户知识管理绩效影响机制的探究所涉及到的管理构念进行了量表的设计与科学检验。论文对研究主题的深入,将引用的管理构念包括：环境动态性、关系嵌入、组织学习、客户知识管理绩效等。为了实证研究的需要,本研究在借鉴成熟量表和自行开发量表的基础上,进行了上述构念的量表设计和检验。由于上述管理构念的量表开发往往根植于西方的管理实践和管理情境,因此,基于中国企业实践的量表开发,将为基于中国情境的管理研究提供有益的参考。
(3)对客户知识管理绩效的影响机制进行了实证研究。本研究基于回归分析的研究工具,具体考察了“内、外部关系嵌入(前因变量)→组织学习(中介变量)→客户知识管理绩效(结果变量)”的各个潜变量之间的影响关系,组织学习的中介效应以及环境动态性的调节效应等,从而阐述了客户知识管理绩效的影响机制,为进一步提出客户知识管理的策略设计奠定了科学基础。
(4)基于客户知识网络的内、外部关系嵌入视角,对客户知识管理绩效的影响机制进行了基于实证的比较研究。在构建客户知识管理绩效影响机制模型的基础上,本研究以结构方程分析方法为依据,验证并比较了企业知识网络的“内、外部关系嵌入→组织学习→客户知识管理绩效”内在影响机制的差异性。
本研究以199家企业为研究样本,通过模型的推演和实证分析,借助于回归分析技术和结构方程模型拟合技术,得到了以下的关键结论：
(1)关系嵌入直接影响了客户知识管理绩效的提升。
(2)组织学习在外部关系嵌入与客户知识管理绩效之间起部分中介作用,组织学习在内部关系嵌入与客户知识管理绩效之间起完全中介作用。
(3)技术环境动态性对外部关系嵌入与客户知识管理绩效之间起正向调节作用,而技术环境动态性对内部关系嵌入与客户知识管理绩效之间不具有调节作用。
(4)通过对内、外部关系嵌入与客户知识管理绩效内在影响机制的模型比较,探索性地得出了其他21个有意义的研究结论。
事实上,大量的理论研究和实证检验证明,企业成功的关键是企业与足够数量的“资源门户”建立网络联系。并且企业网络的异质性越高,企业成功的概率越大。此外,企业网络还有助于企业的知识获取、知识利用、风险投资青睐和提升企业绩效。特别是,在知识经济条件下,企业的日常行为和创新决策几乎总是镶嵌在特定的知识网络情境中,而非存在于完全独立的“孤岛”里。因此,基于知识网络理论和社会资本中关系嵌入理论的企业客户知识管理绩效影响机制研究,为破解企业绩效差异性的命题提供了有力的研究工具和理论视角。由此,本研究的研究结果在理论研究和应用创新方面的学术价值体现为如下的描述：
(1)客户知识的获取必须置于一个网络环境,即组织内客户知识网络和组织间客户知识网络。因此,基于这种判断,本研究采用企业知识网络关系嵌入的研究视角探究客户知识管理绩效的影响机制,为客户知识管理理论的深化提供了理论研究的新视角和实证结论。
(2)有关客户知识管理绩效影响机制的研究乏善可陈。本研究基于SCP(战略—行为—绩效)的研究范式,提出了客户知识网络关系嵌入→组织学习行为→客户知识管理绩效的研究框架,并对这一模型给出了实证研究结论,从而对理论创新和应用研究进行了有益的探索和补充。
(3)对内、外部客户知识网络关系嵌入对客户知识管理绩效内在影响机制的比较研究,可以为企业客户知识管理的策略优化和组织学习的改进路径提供有价值的意见和建议,为企业的实践应用提供研究型支持。
Since the1980s, the revolutionary advancements of technologies have led to shorter and shorter product life-cycles, and with the maturing consumers and with the reduction of consumption transfer barrier under the market liberalization, the dynamic changes of consumer needs are becoming much more difficult to perceive and understand. This radical transformation of market competition brought by the dynamism of technology and market is wearing out firms. On the other hand, due to fierce competition, the downsizing strategies of Anglo-American firms have caused an irrecoverable loss of firms' key knowledge assets while reducing their costs. It is against this background that these firms have seized the Customer Relation Management (CRM) to stabilize their customer relation and to extend their customer loyalty duration. But, unfortunately, the surveys from the firms have shown that, CRM has not achieved their mission to save their firms from their difficulties. With the21st century, the firms' business environment continues to demonstrate a more dynamic and more complicated tendency.
With the challenges of21st century business environment where uncertainty and complexity dominate, the firms, through reflections of the CRM, and by references of business successes in confronting the environment challenges of complexity to innovate value creation activities, are constantly revolutionizing their business thinking. The core to this drastic change of business thinking, is that knowledge is becoming, irreplaceably, a vital assent determining firms' core competitive advantage. At the same time, the academic researchers', empirical and field studies of knowledge economy's influences on business value creation activities in the field have also proven the irreversibility of this tendency. Hence, in the pioneer areas of marketing practice innovation and scientific researches, the customer knowledge management (CKM), having such value creation activities as customer knowledge's acquirement, transfer, sharing and creation, has received substantial attention and has gained higher expectations.
Meanwhile, will the firms' customer knowledge management experience the same embarrassment of the CRM?
As a result, how to realize effectively the firms' CKM, to make it a powerful tool dealing with challenges of market competition, is one of majors missions in the sphere of management sciences. Thus, it is only by way of scientific deduction or from synthesis of empirically proved experiences to explore and to find the successful strategies of CKM, that the scientific guidance for firms' practice in this regard can be assured, or the solutions can be found, otherwise, these firms will never recover in front of the difficulties.
At present, the consensus of the academic and business spheres is that, the knowledge comes from customer, from customers defined in its wide sense in the CKM.And this definition includes such external customers as consumers, alliance partners, and suppliers from both up and down stream, and such internal customers as employees, shareholders and groups with the firm. Consequently, the knowledge management (KM) of internal and external customers is highlighted as a key issue in the business operation modes and strategic thinking.
By observations of the successful transforming firms (such as GE, Apple, IBM, etc.) in confronting the dynamic and complicated environment, it is clear that, these firms of remarkable market performance, especially those firms of superior marketing performance, are excellent learning examples in dealing with complicated knowledge network environment. In the positive incessant interactions with internal and external customers, by the depth and width of their relational embeddedness, these firms are realizing a knowledge network integration and development, composed by customers in the wider sense, and they are promoting effectively, through organizational learning, the extraction, integration, application and innovation of explicit and implicit knowledge, which will eventually lead to outstanding corporate CKM competence as well as performance. Thus, in regard to the business CKM system, there exists a dynamic, evolutionary influence relation among the relational embeddedness, organizational learning, and customer knowledge management performance (CKMP).
For this, the core issue in this research is to explore what are the relational mechanism and optimization strategies of CKMP's influence mechanism? To explore the problem, this thesis conducts an explorative logic deduction and empirical study from the following logical layers and relative research contents.
(1) By way of logic deduction, an influence mechanism of CKMP is constructed. Resuming the theoretical evolution of customer management and the real cases of two companies' CKM dilemma as the introduction, the thesis, by way of the mature management science paradigm of "Structure(Environment)→Structure(Behavior)→Performance (Outcome)" and by theories of SECI spiral knowledge and Ba knowledge, constructs a CKM system framework and influence mechanism model. The model signifies that, under the impact of environment dynamism, those firms will take the embedding strategy of external and internal customer knowledge network while upgrading their core knowledge assets and CKMP, and with the promotion of organizational learning conducts, will realize the acquirement, sharing, transfer and creation of customer knowledge. In this way, the theories concerned in this research include those theories of environment dynamism, relational embeddedness, organizational learning, and customer knowledge management.
(2) Measurement design and scientific tests are conducted concerning the management constructs for the influence mechanism of CKMP. To deepen the research subject, the management constructs of this thesis include environment dynamism, entrepreneurial orientation, relational embeddedness, organizational learning, and customer knowledge management performance, etc. For the sake of empirical study, the thesis designs the relative measurements and undertakes relative tests for the above mentioned constructs. For the reason that the above constructs are often rooted in western management practice and management context, the measurement development and test based on Chinese firms' practice will provide useful reference for management studies in China's context.
(3) An empirical study is realized concerning the inner influence mechanism of CKMP. Through regression method, this research investigates the influence relation, the intervening effect of organizational learning as well as adjusting effect of environment dynamism of variable dimensions for "Internal, External Relation Embeddedness(antecedent variable^Organizational Learning (intervening variable) CKMP (outcome variable)", thus demonstrates the inner influence mechanism of CKMP, providing a scientific foundation for further strategy design in regard to CKM.
(4) A comparative study based on empirical tests is conducted concerning CKMP's influence and function mechanism. Based on the CKMP's influence mechanism model construction, and by structural equation model (SEM) tools, the research tests and compares the model's influence mechanism. In other words, the research tests the influence mechanism of "Internal, External Relation Embeddednes→Organizational Learning→CKMP", compares their correlation relations, and investigates.
From the sample of199firms, by model deduction and empirical analysis, and by regression analysis and SEM's model fitting technologies, the following conclusions are made:
(1) Relation Embeddedness exerts direct influences on CKMP's improvement.
(2) Organizational Learning plays a partial mediating role between External Relation Embeddedness and CKMP, and it plays a complete mediating role between Internal Relation Embeddedness and CKMP.
(3) Technology Environment Dynamism positively moderate the relation between External Relation Embeddedness and CKMP, while no such moderation is found between Internal Relation Embeddedness and CKMP.
(4) Through the model comparison of the effect mechanisms of Internal, External Relation Embeddedness, and CKMP, twenty one valuable conclusions are drawn in an explorative manner.
In fact, a substantial amount of theoretical and empirical studies have proven that, the key to corporate successes is to establish network connections with sufficient number of "resource gateway". And the higher the heterogeneity of these networks, the higher the success rate of these firms will be. Furthermore, these firm networks will be helpful to firms'knowledge acquirement, knowledge utilization, risk investment preference and corporate business. It is especially the case under the knowledge economy condition,where firms' daily activity and innovative conducts are always embedded in the knowledge network context, not taking place in "isolated islands". As a result, the empirical research on CKMP, based on knowledge network theories and on social capital's relational embeddedness theories, will provide powerful investigation tools and theoretical approaches to resolve the issue of firms'performance gap. The findings of this thesis in regard to theoretical research and practical innovation are shown as the following:
(1) The acquirement of customer knowledge is dependent on a network environment, that is to say, the knowledge networks of both internal and external customers. And from this judgment, this thesis takes an explorative approach of relational embeddedness in firms' knowledge network to investigate the influence mechanism of CKMP, which provides a new approach to the furthering of CKM theories.
(2) Few studies of CKMP have been realized. This thesis, based on the research paradigm of SCP (Structure-Conduct-Performance), establishes a research framework of customer knowledge network relation embeddedness→organizational learning conduct→customer knowledge performance. And by providing empirical research results, the thesis has made useful explorations and supplementations for theoretical innovation and practical application in the field.
(3) By the influence mechanism comparisons of internal, external embeddedness and CKMP, valuable opinions and suggestions can be proposed for the CKM strategy optimization as well as organizational learning improvement, offering thus worthwhile research references for business application.
在应对不确定性且复杂的21世纪商业环境挑战的背景下,企业不断对客户关系管理进行反思,并通过对一些应对复杂性环境挑战而创新变革价值创造活动并获得巨大成功的企业进行参详,来不断地变革自己的商业思维。而这一商业思维剧变的核心,就是知识要素已经无可替代地成为决定企业核心竞争优势的重要资产。同时,学者们基于知识经济对商业价值创造活动影响的实证研究与田野观察,也证实了这种趋势的不可逆转。由此,在营销创新实践和科学研究前沿领域中,以客户知识的获取、转移、分享、创造为核心价值活动的客户知识管理开始被极大地关注并被赋予了更高的期许。
但是,企业的客户知识管理是否会遭遇到客户关系管理曾经同样的尴尬呢?
为此,如何有效地实施企业的客户知识管理,使之成为真正的迎接市场竞争挑战的利器,是管理学术界的重要使命。因此,借助于科学的逻辑推演或实证的科学验证,探索出客户知识管理的成功策略,将能保证企业在此方面的实践有科学的指引,或者有解困之路,不至于摔倒了却爬不起来。
目前,学术界和企业界的共识在于,知识源自于客户,来源于客户知识管理所定义的广义客户群体。而这种广义客户包括了以消费者、战略伙伴、上下游企业为代表的外部客户,也包括了以企业雇员、股东和管理团队为代表的内部客户。所以,如何实现对内、外部客户的知识管理成为了企业运营模式和战略思维创新的一个亮点。
借助于对那些面对动态复杂环境转型成功企业的考察(例如通用、苹果、IBM等),这些市场绩效,尤其是营销绩效卓越的企业恰恰是应对复杂知识网络环境的杰出学习代表。他们在持续地与内外部客户进行良性互动中,借助于深度与广度的关系嵌入,实现了对广义客户构成的知识网络的整合与开发,并通过推动组织学习,从而有效地促进了显性和隐性知识的挖掘、整合、应用和创新,并最终促成企业客户知识管理能力与绩效的显著提升。由此,就企业客户知识管理的系统而言,存在着知识网络的关系嵌入、组织学习和客户知识管理绩效三者之间动态演化的影响关系。
为此,本研究的核心问题就是试图去探索客户知识管理绩效影响机制的内在关系机理和优化策略是什么?对此问题的探究,论文从以下的逻辑层次和相关的研究内容进行了探索性的逻辑推演和实证研究。
(1)以逻辑推演的方式构建了客户知识管理绩效的影响机制模型。论文以客户管理理论的变迁,以及出现在两家企业中实际的客户知识管理的困境为引子,依据成熟的“战略(环境)→结构(行为)→绩效(产出)”的管理学研究范式,借鉴SECI知识螺旋理论和知识Ba理论建构了企业客户知识管理的系统框架和影响机制模型。该模型意味着企业在环境动态性的冲击下,促进企业核心知识资产增长和客户知识管理绩效提升,将采取嵌入外部和内部客户知识网络的策略,并在组织学习行为的推动下,实现对企业广义客户知识的获取、分享、转移与创造。因此,本研究涉及的相关理论包括了环境动态性理论、关系嵌入理论、组织学习理论和客户知识管理理论。
(2)对客户知识管理绩效影响机制的探究所涉及到的管理构念进行了量表的设计与科学检验。论文对研究主题的深入,将引用的管理构念包括：环境动态性、关系嵌入、组织学习、客户知识管理绩效等。为了实证研究的需要,本研究在借鉴成熟量表和自行开发量表的基础上,进行了上述构念的量表设计和检验。由于上述管理构念的量表开发往往根植于西方的管理实践和管理情境,因此,基于中国企业实践的量表开发,将为基于中国情境的管理研究提供有益的参考。
(3)对客户知识管理绩效的影响机制进行了实证研究。本研究基于回归分析的研究工具,具体考察了“内、外部关系嵌入(前因变量)→组织学习(中介变量)→客户知识管理绩效(结果变量)”的各个潜变量之间的影响关系,组织学习的中介效应以及环境动态性的调节效应等,从而阐述了客户知识管理绩效的影响机制,为进一步提出客户知识管理的策略设计奠定了科学基础。
(4)基于客户知识网络的内、外部关系嵌入视角,对客户知识管理绩效的影响机制进行了基于实证的比较研究。在构建客户知识管理绩效影响机制模型的基础上,本研究以结构方程分析方法为依据,验证并比较了企业知识网络的“内、外部关系嵌入→组织学习→客户知识管理绩效”内在影响机制的差异性。
本研究以199家企业为研究样本,通过模型的推演和实证分析,借助于回归分析技术和结构方程模型拟合技术,得到了以下的关键结论：
(1)关系嵌入直接影响了客户知识管理绩效的提升。
(2)组织学习在外部关系嵌入与客户知识管理绩效之间起部分中介作用,组织学习在内部关系嵌入与客户知识管理绩效之间起完全中介作用。
(3)技术环境动态性对外部关系嵌入与客户知识管理绩效之间起正向调节作用,而技术环境动态性对内部关系嵌入与客户知识管理绩效之间不具有调节作用。
(4)通过对内、外部关系嵌入与客户知识管理绩效内在影响机制的模型比较,探索性地得出了其他21个有意义的研究结论。
事实上,大量的理论研究和实证检验证明,企业成功的关键是企业与足够数量的“资源门户”建立网络联系。并且企业网络的异质性越高,企业成功的概率越大。此外,企业网络还有助于企业的知识获取、知识利用、风险投资青睐和提升企业绩效。特别是,在知识经济条件下,企业的日常行为和创新决策几乎总是镶嵌在特定的知识网络情境中,而非存在于完全独立的“孤岛”里。因此,基于知识网络理论和社会资本中关系嵌入理论的企业客户知识管理绩效影响机制研究,为破解企业绩效差异性的命题提供了有力的研究工具和理论视角。由此,本研究的研究结果在理论研究和应用创新方面的学术价值体现为如下的描述：
(1)客户知识的获取必须置于一个网络环境,即组织内客户知识网络和组织间客户知识网络。因此,基于这种判断,本研究采用企业知识网络关系嵌入的研究视角探究客户知识管理绩效的影响机制,为客户知识管理理论的深化提供了理论研究的新视角和实证结论。
(2)有关客户知识管理绩效影响机制的研究乏善可陈。本研究基于SCP(战略—行为—绩效)的研究范式,提出了客户知识网络关系嵌入→组织学习行为→客户知识管理绩效的研究框架,并对这一模型给出了实证研究结论,从而对理论创新和应用研究进行了有益的探索和补充。
(3)对内、外部客户知识网络关系嵌入对客户知识管理绩效内在影响机制的比较研究,可以为企业客户知识管理的策略优化和组织学习的改进路径提供有价值的意见和建议,为企业的实践应用提供研究型支持。
Since the1980s, the revolutionary advancements of technologies have led to shorter and shorter product life-cycles, and with the maturing consumers and with the reduction of consumption transfer barrier under the market liberalization, the dynamic changes of consumer needs are becoming much more difficult to perceive and understand. This radical transformation of market competition brought by the dynamism of technology and market is wearing out firms. On the other hand, due to fierce competition, the downsizing strategies of Anglo-American firms have caused an irrecoverable loss of firms' key knowledge assets while reducing their costs. It is against this background that these firms have seized the Customer Relation Management (CRM) to stabilize their customer relation and to extend their customer loyalty duration. But, unfortunately, the surveys from the firms have shown that, CRM has not achieved their mission to save their firms from their difficulties. With the21st century, the firms' business environment continues to demonstrate a more dynamic and more complicated tendency.
With the challenges of21st century business environment where uncertainty and complexity dominate, the firms, through reflections of the CRM, and by references of business successes in confronting the environment challenges of complexity to innovate value creation activities, are constantly revolutionizing their business thinking. The core to this drastic change of business thinking, is that knowledge is becoming, irreplaceably, a vital assent determining firms' core competitive advantage. At the same time, the academic researchers', empirical and field studies of knowledge economy's influences on business value creation activities in the field have also proven the irreversibility of this tendency. Hence, in the pioneer areas of marketing practice innovation and scientific researches, the customer knowledge management (CKM), having such value creation activities as customer knowledge's acquirement, transfer, sharing and creation, has received substantial attention and has gained higher expectations.
Meanwhile, will the firms' customer knowledge management experience the same embarrassment of the CRM?
As a result, how to realize effectively the firms' CKM, to make it a powerful tool dealing with challenges of market competition, is one of majors missions in the sphere of management sciences. Thus, it is only by way of scientific deduction or from synthesis of empirically proved experiences to explore and to find the successful strategies of CKM, that the scientific guidance for firms' practice in this regard can be assured, or the solutions can be found, otherwise, these firms will never recover in front of the difficulties.
At present, the consensus of the academic and business spheres is that, the knowledge comes from customer, from customers defined in its wide sense in the CKM.And this definition includes such external customers as consumers, alliance partners, and suppliers from both up and down stream, and such internal customers as employees, shareholders and groups with the firm. Consequently, the knowledge management (KM) of internal and external customers is highlighted as a key issue in the business operation modes and strategic thinking.
By observations of the successful transforming firms (such as GE, Apple, IBM, etc.) in confronting the dynamic and complicated environment, it is clear that, these firms of remarkable market performance, especially those firms of superior marketing performance, are excellent learning examples in dealing with complicated knowledge network environment. In the positive incessant interactions with internal and external customers, by the depth and width of their relational embeddedness, these firms are realizing a knowledge network integration and development, composed by customers in the wider sense, and they are promoting effectively, through organizational learning, the extraction, integration, application and innovation of explicit and implicit knowledge, which will eventually lead to outstanding corporate CKM competence as well as performance. Thus, in regard to the business CKM system, there exists a dynamic, evolutionary influence relation among the relational embeddedness, organizational learning, and customer knowledge management performance (CKMP).
For this, the core issue in this research is to explore what are the relational mechanism and optimization strategies of CKMP's influence mechanism? To explore the problem, this thesis conducts an explorative logic deduction and empirical study from the following logical layers and relative research contents.
(1) By way of logic deduction, an influence mechanism of CKMP is constructed. Resuming the theoretical evolution of customer management and the real cases of two companies' CKM dilemma as the introduction, the thesis, by way of the mature management science paradigm of "Structure(Environment)→Structure(Behavior)→Performance (Outcome)" and by theories of SECI spiral knowledge and Ba knowledge, constructs a CKM system framework and influence mechanism model. The model signifies that, under the impact of environment dynamism, those firms will take the embedding strategy of external and internal customer knowledge network while upgrading their core knowledge assets and CKMP, and with the promotion of organizational learning conducts, will realize the acquirement, sharing, transfer and creation of customer knowledge. In this way, the theories concerned in this research include those theories of environment dynamism, relational embeddedness, organizational learning, and customer knowledge management.
(2) Measurement design and scientific tests are conducted concerning the management constructs for the influence mechanism of CKMP. To deepen the research subject, the management constructs of this thesis include environment dynamism, entrepreneurial orientation, relational embeddedness, organizational learning, and customer knowledge management performance, etc. For the sake of empirical study, the thesis designs the relative measurements and undertakes relative tests for the above mentioned constructs. For the reason that the above constructs are often rooted in western management practice and management context, the measurement development and test based on Chinese firms' practice will provide useful reference for management studies in China's context.
(3) An empirical study is realized concerning the inner influence mechanism of CKMP. Through regression method, this research investigates the influence relation, the intervening effect of organizational learning as well as adjusting effect of environment dynamism of variable dimensions for "Internal, External Relation Embeddedness(antecedent variable^Organizational Learning (intervening variable) CKMP (outcome variable)", thus demonstrates the inner influence mechanism of CKMP, providing a scientific foundation for further strategy design in regard to CKM.
(4) A comparative study based on empirical tests is conducted concerning CKMP's influence and function mechanism. Based on the CKMP's influence mechanism model construction, and by structural equation model (SEM) tools, the research tests and compares the model's influence mechanism. In other words, the research tests the influence mechanism of "Internal, External Relation Embeddednes→Organizational Learning→CKMP", compares their correlation relations, and investigates.
From the sample of199firms, by model deduction and empirical analysis, and by regression analysis and SEM's model fitting technologies, the following conclusions are made:
(1) Relation Embeddedness exerts direct influences on CKMP's improvement.
(2) Organizational Learning plays a partial mediating role between External Relation Embeddedness and CKMP, and it plays a complete mediating role between Internal Relation Embeddedness and CKMP.
(3) Technology Environment Dynamism positively moderate the relation between External Relation Embeddedness and CKMP, while no such moderation is found between Internal Relation Embeddedness and CKMP.
(4) Through the model comparison of the effect mechanisms of Internal, External Relation Embeddedness, and CKMP, twenty one valuable conclusions are drawn in an explorative manner.
In fact, a substantial amount of theoretical and empirical studies have proven that, the key to corporate successes is to establish network connections with sufficient number of "resource gateway". And the higher the heterogeneity of these networks, the higher the success rate of these firms will be. Furthermore, these firm networks will be helpful to firms'knowledge acquirement, knowledge utilization, risk investment preference and corporate business. It is especially the case under the knowledge economy condition,where firms' daily activity and innovative conducts are always embedded in the knowledge network context, not taking place in "isolated islands". As a result, the empirical research on CKMP, based on knowledge network theories and on social capital's relational embeddedness theories, will provide powerful investigation tools and theoretical approaches to resolve the issue of firms'performance gap. The findings of this thesis in regard to theoretical research and practical innovation are shown as the following:
(1) The acquirement of customer knowledge is dependent on a network environment, that is to say, the knowledge networks of both internal and external customers. And from this judgment, this thesis takes an explorative approach of relational embeddedness in firms' knowledge network to investigate the influence mechanism of CKMP, which provides a new approach to the furthering of CKM theories.
(2) Few studies of CKMP have been realized. This thesis, based on the research paradigm of SCP (Structure-Conduct-Performance), establishes a research framework of customer knowledge network relation embeddedness→organizational learning conduct→customer knowledge performance. And by providing empirical research results, the thesis has made useful explorations and supplementations for theoretical innovation and practical application in the field.
(3) By the influence mechanism comparisons of internal, external embeddedness and CKMP, valuable opinions and suggestions can be proposed for the CKM strategy optimization as well as organizational learning improvement, offering thus worthwhile research references for business application.
引文
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