物流外包背景下市场导向、运作协同能力和绩效的关系研究
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摘要
随着市场竞争的加剧,物流业的快速发展以及物流外包市场的日趋成熟,越来越多的企业通过物流外包来降低成本和专注核心业务(Mitra,2006)。市场导向是过去二十年期间战略营销发展的主要研究领域之一,其中市场导向与企业绩效的关系成为该领域的主要目标。但这些研究大多以某个行业的企业为其研究对象,在对市场导向的理解中较多地关注环境和该类企业的特性,而考虑物流外包对其影响的研究则相对较少。
本研究是基于物流外包视角的市场导向、运作协同能力与绩效关系的研究。在我国大力发展物流业以及企业物流外包日趋普遍的研究背景下,对于企业如何以市场为导向,在其物流外包过程中更科学地评价合作的效果,进而提升企业的绩效是值得深入研究的课题。论文以企业营销理论、分工理论、资源基础理论和关系理论为基础,基于物流外包视角研究市场导向、运作协同能力和绩效的关系,重点对运作协同能力在其中的作用进行了深入的研究。通过企业在物流外包过程中所培养和提升的运作协同能力的中介变量的引入,了解市场导向作用于绩效的全过程。
本研究采用理论模型和实证相结合的方法,在对珠三角地区15家企业经理和2名资深行业协会专家深度访谈和2005级工程硕士班的座谈的基础上,通过对201家物流外包企业的样本分析,运用结构方程模型对理论模型进行验证,验证了5条理论假设,获得了市场导向、运作协同能力和绩效关系的一系列有意义的研究结论。
本文的主要贡献在于:
第一,本研究首次以中国的物流外包企业为研究对象,深入探讨其市场导向、运作协同能力与绩效之间的关系。通过引入了运作协同能力作为市场导向与绩效关系的重要的中介变量,将第三方物流对企业的影响加以量化,丰富和扩展了企业市场导向领域和物流外包领域的理论和实证研究。
第二,本研究用中国的物流外包企业样本验证了顾客导向和竞争对手导向是市场导向的二个维度。这两个维度分别具有相对的独立性,分别代表了市场导向的不同倾向;两个维度又具备内在的收敛性,共同归属于市场导向这一整体构念。从市场导向这一整体构念的角度出发,通过对模型进行构建和检验,本研究结果表明,单纯以顾客导向来衡量市场导向,或分别从顾客导向和竞争对手导向两个一阶变量角度来检验市场导向与其他变量的关系都不足以全面真实地反应企业以市场为导向的实践。
第三,本研究提出了基于物流外包的运作协同能力的概念,并对其测量维度进行构建。第三方物流的专业性和规模优势有利于降低企业的物流成本,提升物流服务效率,满足顾客的需求,乃至提升企业的绩效。为了充分发挥第三方物流的优势,需要企业与之协调一致和密切配合。这不仅需要企业的物流部门与第三方物流的密切合作,也离不开企业内部的部门之间的协调配合,实现灵活的物流运作。通过访谈及理论分析,本文构建了基于物流外包的运作协同能力的二阶三维模型,并通过数据加以验证。在模型中,企业的运作协同能力包括三个要素:企业与第三方物流的外部协调、企业内部的部门之间的配合以及运作灵活性。运作协同能力的三个要素是融合共存、互相交替和互相补充的。
第四,本研究将物流服务绩效作为重要的概念引入概念模型并开发了其测量量表。市场竞争的加剧以及顾客对服务需求的不断上升都要求企业要重视和提高物流服务,以提高终端顾客满意度。本文通过引入物流服务绩效,对企业绩效的测量进行了拓展,对不同绩效之间的关系进行了探讨,从而丰富了物流外包企业的研究视角,深化了物流外包理论。物流服务的效率和质量会直接影响企业物流外包效果的准确测量。由于现有量表是针对国外发达国家的企业与第三方物流合作状况开发,对于处于合作初级阶段的发展中国家不完全适用。在Sinkovics,Roath(2004)的物流绩效测量量表的基础上,通过与第三方物流合作的企业、第三方物流以及物流协会、连锁经营协会的经理及专家的深度访谈,结合有关学者的意见和建议,本文开发了物流服务绩效的测量量表,经过数据验证具有内在一致性和可信性,为物流服务绩效在中国的准确测量提供了理论支持。
第五,本研究探索了基于物流外包的企业市场导向影响绩效的机理。市场导向与绩效关系的实证检验结果并不一致,甚至出现了冲突性的结论。学术界和企业界意识到争论的焦点应该由是否从市场导向中受益转变为通过何种方式受益。本研究探索了市场导向影响绩效的内在过程,建立并验证了市场导向、运作协同能力、物流服务绩效和市场绩效之间关系的模型。研究结果表明市场导向与绩效的关系是间接的,运作协同能力是市场导向转化为绩效的内在重要变量,了解了运作协同能力作用于企业绩效的过程。
As market competition intensifies, the logistics industry developed rapidly andlogistics outsourcing market matures, more and more firms reduce costs and focus oncore business through logistics outsourcing (Mitra, 2006). Market orientation is one ofthe major concerns for marketing strategy in the past twenty years, and therelationship between market orientation and firm performance is the main objective.But most of these studies focus on much more on some industry or environment andfirm characteristics influences than logistics outsourcing impacts.
This study concentrates on the relationships among market orientation,operational synergistic capabilities and performance from logistics outsourcingperspective. In research background of Chinese government thinks highly of logisticsindustry development and more and more firms outsourcing their logistics, how firmsare market-orientated, how they evaluate the logistics outsourcing process morescientifically in order to improve performance are worth further studying. This studyinvestigates the relationships among market orientation, operational synergisticcapabilities and performance based on marketing theory, division theory, resourcesbased view and relationships theory. Through introducing the important mediatorvariable of operational synergistic capability, this study investigates the whole processof market orientation affects performance. We first ran the in-depth interviews with 12managers and 2 experts from firms and industry association in the Pearl River Delta,panel discussion with Master of Engineering class of grade 2005, and then analyze the201 samples of logistics outsourcing users through structure equation modeling tovalidate the theoretical model and hypothesis. We finally supported 5 hypotheses onthe relationships among market orientation, operational synergistic capabilities andperformance. The major contribution are as follows：
Firstly, it is the first time to choose logistics outsourcing users in China asresearch objectives, and to investigate deeply the relationships among their marketorientation, operational synergistic capabilities and performance. By introducing theimportant mediator of operational synergistic capability, this study quantifies theinfluence of 3PL on firms, which enriches and expands the theories and empiricalresearch in the field of market orientation and logistics outsourcing.
Secondly, this study verifies that customer orientation and competitor orientationare two dimensions of market orientation through logistics outsourcing user sample in China. These two dimensions are relative independent; each represents differentmarket orientation gesture. Two dimensions also have internal convergence whichconverges and share a common variable-MO. This study verifies the model from theoverall construct of MO perspective, which is able to reflect the true fact of firm MOpractice than either single customer orientation or customer orientation andcompetitor orientation respectively.
Thirdly, this study provides operational synergistic capability construct based onlogistics outsourcing, and develop its dimension. 3PL’s expertise and scale advantageare helpful for firms to reduce the logistics costs and enhance efficiency of logisticsservices to meet customer demand, and improve the performance eventually. In orderto take full advantage of 3PL, firms are needed to coordinate with it and to cooperateclosely. This requires the closely cooperation between the logistics department and3PL, and the closely coordination among the different departments, in order toprovide flexible logistics operation. Through the interviews, this study develops thesecond orders and three dimensions model of operational synergistic capability, andverifies it through data analysis. Firms’operational synergistic capability includesthree elements: external coordination between firms and 3PLs, internal coordinationwithin the firm departments, and operational flexibility. The three elements ofoperational synergistic capability are integrated coexistence, mutual alternative andcomplementary.
Fourthly, this study introduces logistics service performance as an importantconcept into the model, and develops its measuring scale. The intensifying of marketcompetition and increasing service demands of customers all call for firms toemphasize and improve their logistics service to improve end customers’satisfaction.This study extends performance measurement by introducing logistics serviceperformance, and explores the relationship between the different performances whichenrich logistics outsourcing research perspective, deepens the logistics outsourcingtheory. For the efficiency and quality of logistics service affect directly accuratemeasurement of firm logistics outsourcing. The existing scale was developed based ondeveloped foreign countries which maybe not suitable for early stage cooperationbetween firms and 3PLs in developing countries. Based on the research of Sinkovicsand Roath (2004), combining in-depth interviews with managers of firms cooperatedwith 3PLs, 3PLs, experts of logistics association, and chain operation association, thisstudy develops measurement scale of logistics service performance, which is validated to have internal consistency and reliability. It provides theoretical support for accuratemeasurements of logistics service performance in China.
Fifthly, this study explores the internal mechanism of firm’s market orientationaffects performance based on logistics outsourcing. The empirical results of therelationship between market orientation and performance are not consistent; some ofthe conclusions are even conflict. Academic and business circles realize that the pointshould be how to benefit from market orientation instead of whether or not to benefitfrom it. This study investigates internal process of how market orientation affectsperformance, develops and verifies the model of market orientation, operationalsynergistic capability, logistics outsourcing service performance and marketperformance. The results show the relationship between market orientation andperformance are indirect, operational synergistic capability is the key variable thatmarket orientation is converted to performance, which indicates the whole process ofoperational synergistic capability affects performance.
本研究是基于物流外包视角的市场导向、运作协同能力与绩效关系的研究。在我国大力发展物流业以及企业物流外包日趋普遍的研究背景下,对于企业如何以市场为导向,在其物流外包过程中更科学地评价合作的效果,进而提升企业的绩效是值得深入研究的课题。论文以企业营销理论、分工理论、资源基础理论和关系理论为基础,基于物流外包视角研究市场导向、运作协同能力和绩效的关系,重点对运作协同能力在其中的作用进行了深入的研究。通过企业在物流外包过程中所培养和提升的运作协同能力的中介变量的引入,了解市场导向作用于绩效的全过程。
本研究采用理论模型和实证相结合的方法,在对珠三角地区15家企业经理和2名资深行业协会专家深度访谈和2005级工程硕士班的座谈的基础上,通过对201家物流外包企业的样本分析,运用结构方程模型对理论模型进行验证,验证了5条理论假设,获得了市场导向、运作协同能力和绩效关系的一系列有意义的研究结论。
本文的主要贡献在于:
第一,本研究首次以中国的物流外包企业为研究对象,深入探讨其市场导向、运作协同能力与绩效之间的关系。通过引入了运作协同能力作为市场导向与绩效关系的重要的中介变量,将第三方物流对企业的影响加以量化,丰富和扩展了企业市场导向领域和物流外包领域的理论和实证研究。
第二,本研究用中国的物流外包企业样本验证了顾客导向和竞争对手导向是市场导向的二个维度。这两个维度分别具有相对的独立性,分别代表了市场导向的不同倾向;两个维度又具备内在的收敛性,共同归属于市场导向这一整体构念。从市场导向这一整体构念的角度出发,通过对模型进行构建和检验,本研究结果表明,单纯以顾客导向来衡量市场导向,或分别从顾客导向和竞争对手导向两个一阶变量角度来检验市场导向与其他变量的关系都不足以全面真实地反应企业以市场为导向的实践。
第三,本研究提出了基于物流外包的运作协同能力的概念,并对其测量维度进行构建。第三方物流的专业性和规模优势有利于降低企业的物流成本,提升物流服务效率,满足顾客的需求,乃至提升企业的绩效。为了充分发挥第三方物流的优势,需要企业与之协调一致和密切配合。这不仅需要企业的物流部门与第三方物流的密切合作,也离不开企业内部的部门之间的协调配合,实现灵活的物流运作。通过访谈及理论分析,本文构建了基于物流外包的运作协同能力的二阶三维模型,并通过数据加以验证。在模型中,企业的运作协同能力包括三个要素:企业与第三方物流的外部协调、企业内部的部门之间的配合以及运作灵活性。运作协同能力的三个要素是融合共存、互相交替和互相补充的。
第四,本研究将物流服务绩效作为重要的概念引入概念模型并开发了其测量量表。市场竞争的加剧以及顾客对服务需求的不断上升都要求企业要重视和提高物流服务,以提高终端顾客满意度。本文通过引入物流服务绩效,对企业绩效的测量进行了拓展,对不同绩效之间的关系进行了探讨,从而丰富了物流外包企业的研究视角,深化了物流外包理论。物流服务的效率和质量会直接影响企业物流外包效果的准确测量。由于现有量表是针对国外发达国家的企业与第三方物流合作状况开发,对于处于合作初级阶段的发展中国家不完全适用。在Sinkovics,Roath(2004)的物流绩效测量量表的基础上,通过与第三方物流合作的企业、第三方物流以及物流协会、连锁经营协会的经理及专家的深度访谈,结合有关学者的意见和建议,本文开发了物流服务绩效的测量量表,经过数据验证具有内在一致性和可信性,为物流服务绩效在中国的准确测量提供了理论支持。
第五,本研究探索了基于物流外包的企业市场导向影响绩效的机理。市场导向与绩效关系的实证检验结果并不一致,甚至出现了冲突性的结论。学术界和企业界意识到争论的焦点应该由是否从市场导向中受益转变为通过何种方式受益。本研究探索了市场导向影响绩效的内在过程,建立并验证了市场导向、运作协同能力、物流服务绩效和市场绩效之间关系的模型。研究结果表明市场导向与绩效的关系是间接的,运作协同能力是市场导向转化为绩效的内在重要变量,了解了运作协同能力作用于企业绩效的过程。
As market competition intensifies, the logistics industry developed rapidly andlogistics outsourcing market matures, more and more firms reduce costs and focus oncore business through logistics outsourcing (Mitra, 2006). Market orientation is one ofthe major concerns for marketing strategy in the past twenty years, and therelationship between market orientation and firm performance is the main objective.But most of these studies focus on much more on some industry or environment andfirm characteristics influences than logistics outsourcing impacts.
This study concentrates on the relationships among market orientation,operational synergistic capabilities and performance from logistics outsourcingperspective. In research background of Chinese government thinks highly of logisticsindustry development and more and more firms outsourcing their logistics, how firmsare market-orientated, how they evaluate the logistics outsourcing process morescientifically in order to improve performance are worth further studying. This studyinvestigates the relationships among market orientation, operational synergisticcapabilities and performance based on marketing theory, division theory, resourcesbased view and relationships theory. Through introducing the important mediatorvariable of operational synergistic capability, this study investigates the whole processof market orientation affects performance. We first ran the in-depth interviews with 12managers and 2 experts from firms and industry association in the Pearl River Delta,panel discussion with Master of Engineering class of grade 2005, and then analyze the201 samples of logistics outsourcing users through structure equation modeling tovalidate the theoretical model and hypothesis. We finally supported 5 hypotheses onthe relationships among market orientation, operational synergistic capabilities andperformance. The major contribution are as follows：
Firstly, it is the first time to choose logistics outsourcing users in China asresearch objectives, and to investigate deeply the relationships among their marketorientation, operational synergistic capabilities and performance. By introducing theimportant mediator of operational synergistic capability, this study quantifies theinfluence of 3PL on firms, which enriches and expands the theories and empiricalresearch in the field of market orientation and logistics outsourcing.
Secondly, this study verifies that customer orientation and competitor orientationare two dimensions of market orientation through logistics outsourcing user sample in China. These two dimensions are relative independent; each represents differentmarket orientation gesture. Two dimensions also have internal convergence whichconverges and share a common variable-MO. This study verifies the model from theoverall construct of MO perspective, which is able to reflect the true fact of firm MOpractice than either single customer orientation or customer orientation andcompetitor orientation respectively.
Thirdly, this study provides operational synergistic capability construct based onlogistics outsourcing, and develop its dimension. 3PL’s expertise and scale advantageare helpful for firms to reduce the logistics costs and enhance efficiency of logisticsservices to meet customer demand, and improve the performance eventually. In orderto take full advantage of 3PL, firms are needed to coordinate with it and to cooperateclosely. This requires the closely cooperation between the logistics department and3PL, and the closely coordination among the different departments, in order toprovide flexible logistics operation. Through the interviews, this study develops thesecond orders and three dimensions model of operational synergistic capability, andverifies it through data analysis. Firms’operational synergistic capability includesthree elements: external coordination between firms and 3PLs, internal coordinationwithin the firm departments, and operational flexibility. The three elements ofoperational synergistic capability are integrated coexistence, mutual alternative andcomplementary.
Fourthly, this study introduces logistics service performance as an importantconcept into the model, and develops its measuring scale. The intensifying of marketcompetition and increasing service demands of customers all call for firms toemphasize and improve their logistics service to improve end customers’satisfaction.This study extends performance measurement by introducing logistics serviceperformance, and explores the relationship between the different performances whichenrich logistics outsourcing research perspective, deepens the logistics outsourcingtheory. For the efficiency and quality of logistics service affect directly accuratemeasurement of firm logistics outsourcing. The existing scale was developed based ondeveloped foreign countries which maybe not suitable for early stage cooperationbetween firms and 3PLs in developing countries. Based on the research of Sinkovicsand Roath (2004), combining in-depth interviews with managers of firms cooperatedwith 3PLs, 3PLs, experts of logistics association, and chain operation association, thisstudy develops measurement scale of logistics service performance, which is validated to have internal consistency and reliability. It provides theoretical support for accuratemeasurements of logistics service performance in China.
Fifthly, this study explores the internal mechanism of firm’s market orientationaffects performance based on logistics outsourcing. The empirical results of therelationship between market orientation and performance are not consistent; some ofthe conclusions are even conflict. Academic and business circles realize that the pointshould be how to benefit from market orientation instead of whether or not to benefitfrom it. This study investigates internal process of how market orientation affectsperformance, develops and verifies the model of market orientation, operationalsynergistic capability, logistics outsourcing service performance and marketperformance. The results show the relationship between market orientation andperformance are indirect, operational synergistic capability is the key variable thatmarket orientation is converted to performance, which indicates the whole process ofoperational synergistic capability affects performance.
引文
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