环境动态性对广告企业商务模式和绩效间的调节作用研究

政策、技术、市场和媒体等因素的变动，造成广告环境呈现动态性和不确定性特点，对广告企业的生存和发展既是机会又是挑战。学者们对广告环境动态性的研究不够系统，特别是对它的作用机制的研究比较少。笔者通过实证研究环境动态性对广告企业商务模式及企业绩效的作用机制，验证了环境动态性对企业商务模式和绩效之间关系中的调节效应，证明了在动态环境下，企业商务模式越佳，越能产生良好的企业绩效。

Empirical Study on the Moderating Effect of Environmental Dynamism on the Relationship between Business Model and Performance

Combination effect of Policy, technology, marketing and media changes and other factors leads to a highly dy- namic and uncertain environment for advertising enterprises, and shapes opportunities and poses threats for their survival and development. Environmental Dynamism is a serious issue which calls for high attention and cautious treatment by advertising enterprises. Existing researches have not done a systematic studies on this issue especially on its action mechanism. This paper does an empirical study on performance mechanism of environmental dynamism on the relationship between business model and performance, the result shows that environmental dynamism has a moderating effect on the relationship between business model and performance and proves that under dynamic environment, the better the business model is, the better the business perform- ance will be.