| In the context of the rapid development of cross-border E-commerce industry,the model of cross-border B2C export has great potential for development,and it is an important new growth point in current foreign trade system in China.However,due to the rapid changes in consumer demand,cross-border electricity business marketing tools and operational skills to accelerate innovation,as well as the domestic market and foreign markets in cultural practices,consumer preferences and other aspects of the huge differences,making China's cross-border B2C export enterprises face many challenges in the process of international operation.It is found that the acquisition of knowledge resources has a very important role in enhancing the innovation ability and gaining the competitive advantage.Embedding knowledge networks can provide enterprises with all kinds of knowledge resources needed for development.The existing relevant research,both at home and abroad,provides a new idea for solving the problem of how to enhance the international operation performance of cross-border B2C export enterprises.That is,how to acquire relevant knowledge resources by embedding knowledge network to enhance the international marketing innovation capability and business performance of cross-border B2C export enterprises.In order to reveal the different types of knowledge network embedded variables how to influence the performance of cross-border B2C export enterprises through international marketing innovation ability,this paper takes cross-border B2C export enterprises as the research object,and defines three kinds of independent variables:Local cluster knowledge network embedding,Overseas warehouse knowledge network embedding and Online knowledge network embedding.And we also define twe kinds of intermediary variables:Product development capabilities in the international market and the capabilities of online cross-border marketing innovation.And then,we constructed a structural equation model of "Multiple knowledge network embedding ?International marketing innovation ability ? Enterprise performance".According to the research object,the questionnaire is distributed and collected,the data of large sample are collected,and the data of the questionnaire are analyzed empirically by Smart-PLS software.Finally,according to the conclusion of the research,the corresponding management enlightenment is expounded and the limitation and research prospect of the research are pointed out.The conclusions of this study are mainly the following:(1)The impact of different types of knowledge network embedded on the performance of cross-border B2C export enterprises.The online knowledge network embedding has the most influence on the performance of cross-border B2C exporters,the second is the local cluster knowledge network embedding,and the smallest is the overseaswarehouse knowledge network embedding.(2)The impact of the same type of knowledge network embedded on different types of international marketing innovation ability.The localcluster knowledge network embedding and the online knowledge network embedding have significant influence on both types of international marketing innovation ability,while the overseas warehouse knowledge network embedding has a significant impact on product development ability in the international market,but there is no significant innovation on the capabilities of online cross-border marketing innovation.(3)The impact of different types of international marketing innovation on the performance of cross-border B2C exports enterprises.Product development capabilities in the international market and the capabilities of online cross-border marketing innovation are both have a significant impact on the performance of cross-border B2C exporters.However,compared with the capabilities of online cross-border marketing innovation,the product development capabilities in the international market have a greater impact on business performance. |
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