CAJ | 학술논문

面对国际化进程中制度环境的巨大变迁,企业如何在东道国获取合理性已成为学术界关注的焦点.现有国内外有关文献很少置身于国际背景且缺乏相应的实证检验.为此,本研究将基于制度理论,以东道国受众多元性和企业外部依赖性为调节变量,构建制度压力、合理性营销战略和国际化企业绩效之间关系的概念模型,并以242家在境外合资/合作或者在境外设立全资子公司的中国企业为样本进行实证检验.研究发现,制度压力对企业合理性营销战略有显著的正向影响,东道国受众多元性和企业外部依赖性在二者之间起着调节效应；另外,企业合理性营销战略对企业绩效有显著的正向影响.该结论进一步丰富了企业合理性营销战略研究,并为企业国际化实践提供了理论指导.
면대국제화진정중제도배경적거대변천,기업여하재동도국획취합이성이성위학술계관주적초점.현유국내외유관문헌흔소치신우국제배경차결핍상응적실증검험.위차,본연구장기우제도이론,이동도국수음다원성화기업외부의뢰성위조절변량,구건제도압력、합이성영소전략화국제화기업적효지간관계적개념모형,병이242가재경외합자/합작혹자재경외설립전자자공사적중국기업위양본진행실증검험.연구발현,제도압력대기업합이성영소전략유현저적정향영향,동도국수음다원성화기업외부의뢰성재이자지간기착조절효응；령외,기업합이성영소전략대기업적효유현저적정향영향.해결론진일보봉부료기업합이성영소전략연구,병위기업국제화실천제공료이론지도.
In face of the great change of institutional environment in the process of internationalization, how the enterprises gain le- gitimacy in the host country has become the focus of academic con- cern. It is not difficult to find through the review of the literature at home and abroad that previous studies on legitimate marketing strategy were not positioned under the international context and were lack of empirical test. Based on institutional theory, this study attempts to provide a conceptual model for the correlation between the institutional pressure, enterprise legitimate marketing strategy and enterprise performance using the constituents＇ multiplicity of host country and the external dependence of the enterprise as the moderators. It has empirically tested the correlation with the 242 samples of Chinese enterprises from the overseas joint ventures or subsidiaries. The results show that the institutional pressure has a significant positive effect on the enterprise legitimate marketing strategy. The constituents＇ multiplicity of host country and the ex- ternal dependence of the enterprise have moderating effect on this relationship between the institutional pressure and the enterprise legitimate marketing strategy. In practical terms, the constituents＇ multiplicity of host country negatively moderates the direct influ- ence of institutional pressure on compliant strategy, negatively does the direct influence of institutional pressure on prominent strategy, but positively does the direct influence of institutional pressure on manipulation strategy. The external dependence of the enterprise positively moderates the direct influence of institutional pressure on compliant strategy, but negatively does the direct influence of institutional pressure on manipulation strategy. It is not significant that the external dependence of the enterprise moderate the direct influence of institutional pressure on prominent strategy. In addi- tion, the enterprise legitimate marketing strategy has a significant positive effect on enterprise performance. This conclusion further enriches the enterprise legitimate marketing strategy and provides a theoretical guidance for enterprise international practice.