CAJ | 학술논문

在研究营销能力对创新的影响时，将企业技术创新分为创新投入和技术产出2个维度，并用我国276家具有典型特征的中小板上市企业的客观数据进行实证分析。分析结果表明：营销能力显著影响企业的创新技术投入，但是营销能力对于创新的技术产出的影响不太明显；企业创新的技术投入对技术产出有显著的正向影响。研究结果期望能引起中小企业对于创新能力重视的同时提高其营销能力，也对中小企业在创新战略制定上有一定的实践指导意义。
재연구영소능력대창신적영향시，장기업기술창신분위창신투입화기술산출2개유도，병용아국276가구유전형특정적중소판상시기업적객관수거진행실증분석。분석결과표명：영소능력현저영향기업적창신기술투입，단시영소능력대우창신적기술산출적영향불태명현；기업창신적기술투입대기술산출유현저적정향영향。연구결과기망능인기중소기업대우창신능력중시적동시제고기영소능력，야대중소기업재창신전략제정상유일정적실천지도의의。
In the study on effect of marketing capability on innovation,the article divides enterprise innovation into innova-tion inputs and technological outputs,and uses 276 listed SMEs in China to carry out empirical analysis.The results show that marketing capability has significant influence on enterprise’s technological innovation input but less obvious influence on technological output;then the correlation between innovation inputs and technological outputs is significant.The findings can make SEMs in China pay more attention to innovation capability and marketing capability,which has some guiding ref-erence in SEMs’innovation strategy.