【正文】 es,1954) from the view of technological innovation. The validity of innovation network explains the quality, richness and ampleness of innovation resources, such as reliant and various network ties help to improve the veracity and speed of market information, and the reliability and applicability of technology, subsequently improve the innovation the other hand, the validity of innovation accounts for the redundance and repeat of nework ties are also valuable to the firm’s innovation success, and support the view that redundant resources do good to firm’s innovation performance(Fang, 2003), for some kind of network characters, such as the strength of ties, duration of ties, nework scale and network range embody the redundance and repeat of nework ties, and explain the redundance of innovation resources acquired through innovation network. The redundant resources of firm often play an role of cushion coping the change of firm’s environment, which reduce the impact form the change of environment(Cyert,March,1963。 Bourgeois, 1981。 Cheng,Kesner, 1997). While, the characteristics of hightech industry just embody the high degree of market turbulence, technological turbulence, and petitive intensity. So, with some redundant and repeat network ties, hightech firms can enhance their adaptability to the turbulent environment of hightech industry, reduce their dependence to some special partners, and do good to their innovation activities. When making the firm’s size as the grouping variable, in the sample of small size firms, only quality of tie, scale of network and heterogeneity of network have an significant impact on the innovation performance。 While in the sample of large size firms, the six dimensions are all have significant impact on the focal firm’s innovation performance. For the strength of tie has not significant impact on the small firm’s innovation performance, it may be that although frequent interact helps gets some innovation resources or perceives innovation pressure, it disperses the limited internal resources of small firms, and make some negative impact to them. So, the strength of tie has not significant impact in the whole。 For the duration of tie has not significant impact on the small firm’s innovation performance, it may be that although long term interact helps gets some innovation resources or opportunities, it also reduce the agility of small firms, and make some negative impact to them. So, the duration of tie has not significant impact in the whole。 For the range of network has not significant impact on the small firm’s innovation performance, it may be that although more kinds of interactive relations helps gets more innovation opportunities or perceives innovation pressure, it also occupy some internal resources of small firms, which are also important to small firm’s technological innovation, and for the luck of integration petence, restrict the effect of these innovation opportunities. Some network management qualification, Such as social qualification and management skill can also help improve internal innovation process. In the research topic three: based on the theory of firm’s petence, we conclude some important factors improving firm’s network petence. In addition to the access to resources, integration of munication structure, openness of corporate culture, and network orientation of human resource management, we introduce the organizational learning. Form the results of empirical test, access to resources, integration of munication structure, openness of corporate culture, network orientation of human resource management and organizational learning all have an significant impact on firm’s network petence. The size of path coefficient all are at the same level.網(wǎng)絡(luò)營(yíng)銷網(wǎng)絡(luò)營(yíng)銷是企業(yè)在網(wǎng)絡(luò)經(jīng)濟(jì)迅速發(fā)展的條件下，應(yīng)對(duì)新的經(jīng)營(yíng)環(huán)境的有效營(yíng)銷手段，具有技術(shù)含量高、覆蓋面廣、跨時(shí)間和地域等特點(diǎn)，是我國(guó)企業(yè)正在積極開展的一種新型營(yíng)銷理念和手段。本論文主要以現(xiàn)有網(wǎng)絡(luò)營(yíng)銷的基本理論為依托，以網(wǎng)絡(luò)營(yíng)銷模式和績(jī)效評(píng)價(jià)為研究對(duì)象，通過對(duì)網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀、內(nèi)涵、特征、基礎(chǔ)環(huán)境等的深入、系統(tǒng)研究，構(gòu)建了我國(guó)企業(yè)網(wǎng)絡(luò)營(yíng)銷的模式和網(wǎng)絡(luò)營(yíng)銷績(jī)效綜合評(píng)價(jià)指標(biāo)體系，并對(duì)比分析了常用的網(wǎng)絡(luò)營(yíng)銷評(píng)價(jià)方法，運(yùn)用DEA模型進(jìn)行了深入的實(shí)證研究，旨在促進(jìn)我國(guó)企業(yè)運(yùn)用網(wǎng)絡(luò)營(yíng)銷的實(shí)際水平的提高，實(shí)現(xiàn)跨越式發(fā)展。 首先，論文系統(tǒng)分析了目前網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀和前景，通過國(guó)內(nèi)和國(guó)外兩個(gè)層面的對(duì)比分析，使我國(guó)網(wǎng)絡(luò)營(yíng)銷的發(fā)展現(xiàn)狀和水平更加明朗化，我國(guó)的網(wǎng)絡(luò)營(yíng)銷整體水平還比較低。論文還對(duì)企業(yè)進(jìn)行網(wǎng)絡(luò)營(yíng)銷的必要性以及我國(guó)企業(yè)開展網(wǎng)絡(luò)營(yíng)銷所存在的問題等方面進(jìn)行了系統(tǒng)論述，提煉了國(guó)外網(wǎng)絡(luò)營(yíng)銷發(fā)展可供我國(guó)借鑒的寶貴經(jīng)驗(yàn)。 其次，論文對(duì)網(wǎng)絡(luò)營(yíng)銷環(huán)境進(jìn)行了系統(tǒng)深入分析。主要從網(wǎng)絡(luò)營(yíng)銷宏觀環(huán)境和微觀環(huán)境兩個(gè)層面入手，力求使分析更加層次化、明晰化。在宏觀環(huán)境中主要系統(tǒng)論述了網(wǎng)絡(luò)營(yíng)銷的技術(shù)環(huán)境、經(jīng)濟(jì)環(huán)境、文化環(huán)境以及政治和法律環(huán)境，其中技術(shù)環(huán)境是宏觀環(huán)境的關(guān)鍵，是整個(gè)網(wǎng)絡(luò)營(yíng)銷環(huán)境的依托，技術(shù)環(huán)境的健全與否直接決定著網(wǎng)絡(luò)營(yíng)銷水平，而各個(gè)環(huán)境之間是相鋪相成的關(guān)系。在微觀環(huán)境中主要以消費(fèi)者為研究對(duì)象，對(duì)消費(fèi)者的購(gòu)買行為、特征以及其購(gòu)買動(dòng)機(jī)等進(jìn)行了深入分析。通過兩個(gè)層面的系統(tǒng)分析并結(jié)合前述內(nèi)容，得出我國(guó)目前的網(wǎng)絡(luò)營(yíng)銷環(huán)境已經(jīng)基本成熟，比較適合我國(guó)企業(yè)開展網(wǎng)絡(luò)營(yíng)銷活動(dòng)的結(jié)論。 再次，在前述內(nèi)容的基礎(chǔ)上，論文總結(jié)并構(gòu)建了適合我國(guó)企業(yè)選用的網(wǎng)絡(luò)營(yíng)銷模式。在企業(yè)組織網(wǎng)絡(luò)化發(fā)展和企業(yè)創(chuàng)新范式網(wǎng)絡(luò)化的背景下，企業(yè)如何提高技術(shù)創(chuàng)新績(jī)效是個(gè)令人感興趣的研究課題。筆者在相關(guān)研究的基礎(chǔ)上，通過理論分析，并結(jié)合實(shí)地調(diào)研、人物訪談、問卷發(fā)放、模擬研究和典型案例剖析等研究方法，探究高新技術(shù)企業(yè)如何有效的實(shí)現(xiàn)網(wǎng)絡(luò)式技術(shù)創(chuàng)新。本文的研究主要圍繞著下列三大內(nèi)容展開：①有效的企業(yè)創(chuàng)新網(wǎng)絡(luò)特征的探討，及其對(duì)企業(yè)技術(shù)創(chuàng)新績(jī)效的作用機(jī)理；②網(wǎng)絡(luò)能力對(duì)構(gòu)建有效的創(chuàng)新網(wǎng)絡(luò)的影響機(jī)制；③網(wǎng)絡(luò)能力的關(guān)鍵影響因素研究。通過上述內(nèi)容的研究，試圖對(duì)高新技術(shù)企業(yè)基于網(wǎng)絡(luò)能力構(gòu)建有效的創(chuàng)新網(wǎng)絡(luò)，實(shí)現(xiàn)網(wǎng)絡(luò)式創(chuàng)新模式，有一較為全面的了解。在研究?jī)?nèi)容一中，首先從企業(yè)創(chuàng)新網(wǎng)絡(luò)的“質(zhì)”和“量”的兩個(gè)方面，結(jié)合社會(huì)學(xué)關(guān)于測(cè)度網(wǎng)絡(luò)特征的相關(guān)理論，提煉出測(cè)度創(chuàng)新網(wǎng)絡(luò)特征的六個(gè)構(gòu)成維度：關(guān)系強(qiáng)度、關(guān)系久度、關(guān)系質(zhì)量、網(wǎng)絡(luò)規(guī)模、網(wǎng)絡(luò)范圍和網(wǎng)絡(luò)異質(zhì)性。進(jìn)而進(jìn)行提出假設(shè)、模型構(gòu)建、變量測(cè)度、數(shù)據(jù)分析等步驟，對(duì)創(chuàng)新網(wǎng)絡(luò)對(duì)創(chuàng)新績(jī)效的影響進(jìn)行實(shí)證檢驗(yàn)。從實(shí)證研究結(jié)果來看，將高新技術(shù)等級(jí)和企業(yè)規(guī)模作為控制變量的情況下，關(guān)系強(qiáng)度、關(guān)系久度、關(guān)系質(zhì)量、網(wǎng)絡(luò)規(guī)模、網(wǎng)絡(luò)范圍和網(wǎng)絡(luò)異質(zhì)性分別對(duì)企業(yè)技術(shù)創(chuàng)新績(jī)效產(chǎn)生顯著的積極影響，得出有效的企業(yè)創(chuàng)新網(wǎng)絡(luò)在“質(zhì)”和“量”兩方面體現(xiàn)出顯著特征的結(jié)論。有效的創(chuàng)新網(wǎng)絡(luò)在“質(zhì)”和“量”兩方面的顯著特征，一方面反映了網(wǎng)絡(luò)關(guān)系的品質(zhì)性、豐富性和充裕性對(duì)企業(yè)技術(shù)創(chuàng)新的支持作用，印證了部分“網(wǎng)絡(luò)特征優(yōu)勢(shì)”理論的相關(guān)解釋，例如，支持了強(qiáng)聯(lián)系的優(yōu)勢(shì)理論、關(guān)系治理理論和社會(huì)網(wǎng)絡(luò)理論等關(guān)于網(wǎng)絡(luò)特征對(duì)網(wǎng)絡(luò)成員行動(dòng)結(jié)果的影響的解釋。創(chuàng)新網(wǎng)絡(luò)的有效性也體現(xiàn)了提供創(chuàng)新資源和創(chuàng)新機(jī)會(huì)的品質(zhì)性、豐富性和充裕性等優(yōu)勢(shì)，例如，值得信賴、充裕而豐富的網(wǎng)絡(luò)關(guān)系，有利于提高市場(chǎng)信息的及時(shí)性和準(zhǔn)確性，和技術(shù)的可靠性和適用性等，進(jìn)而促進(jìn)企業(yè)的技術(shù)創(chuàng)新績(jī)效。另一方面，創(chuàng)新網(wǎng)絡(luò)的有效性在一定程度上也體現(xiàn)了冗余和重復(fù)的網(wǎng)絡(luò)關(guān)系對(duì)企業(yè)技術(shù)創(chuàng)新績(jī)效有積極影響的結(jié)論，進(jìn)而支持了資源的冗余有利于企業(yè)技術(shù)創(chuàng)新的觀點(diǎn)(方潤(rùn)生，2003)，因?yàn)?，網(wǎng)絡(luò)特征中，諸如，關(guān)系強(qiáng)度、關(guān)系久度、網(wǎng)絡(luò)規(guī)模和網(wǎng)絡(luò)范圍的正向特征體現(xiàn)了網(wǎng)絡(luò)關(guān)系的冗余和重復(fù)性，進(jìn)而體現(xiàn)了焦點(diǎn)企業(yè)所獲網(wǎng)絡(luò)資源的冗余性。冗余資源往往體現(xiàn)為企業(yè)應(yīng)對(duì)環(huán)境變化的緩沖物，減緩了環(huán)境的沖擊。從高新技術(shù)產(chǎn)業(yè)的特點(diǎn)來看，具有市場(chǎng)需求波動(dòng)劇烈，技術(shù)變動(dòng)速度快和競(jìng)爭(zhēng)強(qiáng)度高等特點(diǎn)。因此，網(wǎng)絡(luò)關(guān)系的必要冗余和重復(fù)有助于提高高新技術(shù)企業(yè)對(duì)變動(dòng)劇烈的行業(yè)環(huán)境的適應(yīng)性，減少對(duì)特定創(chuàng)新伙伴的依賴程度，從而有利于高新技術(shù)企業(yè)技術(shù)創(chuàng)新活動(dòng)的開展。將企業(yè)規(guī)模作為分組變量時(shí)，在小型高新技術(shù)企業(yè)組，關(guān)系質(zhì)量、網(wǎng)絡(luò)規(guī)模和網(wǎng)絡(luò)異質(zhì)性分別對(duì)技術(shù)創(chuàng)新績(jī)效產(chǎn)生顯著的積極影響；在大型高新技術(shù)企業(yè)組，關(guān)系強(qiáng)度、關(guān)系久度、關(guān)系質(zhì)量、網(wǎng)絡(luò)規(guī)模、網(wǎng)絡(luò)范圍和網(wǎng)絡(luò)異質(zhì)性分別對(duì)技術(shù)創(chuàng)新績(jī)效產(chǎn)生顯著的積極影響。從而可以看出，對(duì)于不同規(guī)模的高新技術(shù)企業(yè)，創(chuàng)新網(wǎng)絡(luò)對(duì)技術(shù)創(chuàng)新提供的支持程度有一定的差異。在關(guān)系強(qiáng)度方面，對(duì)小型高新技術(shù)企業(yè)技術(shù)創(chuàng)新績(jī)效的積極影響并不顯著?？赡艿慕忉屖牵M管強(qiáng)聯(lián)系有利于獲得一些創(chuàng)新資源和感知?jiǎng)?chuàng)新壓力的促進(jìn)，但同時(shí)也分散了小型高新技術(shù)企業(yè)有限的內(nèi)部資源，而且高頻率的對(duì)外技術(shù)交流或其它形式的交往，也不利于小企業(yè)精力聚焦，形成自身獨(dú)特的技術(shù)能力，反而對(duì)處于創(chuàng)業(yè)階段的小型高新技術(shù)企業(yè)的創(chuàng)新績(jī)效造成一定的負(fù)面效應(yīng)，從而總體上，關(guān)系強(qiáng)度對(duì)技術(shù)創(chuàng)新績(jī)效的影響并不顯著；在關(guān)系久度方面，同樣對(duì)于小型高新技術(shù)企業(yè)的創(chuàng)新績(jī)效的影響并不顯著?？赡艿慕忉屖菍?duì)于小型高新技術(shù)企業(yè)而言，持久的關(guān)系在提供創(chuàng)新資源和創(chuàng)新機(jī)會(huì)的同時(shí)，可能也會(huì)降低企業(yè)的靈活性，產(chǎn)生一定的