基于无形营销资源的企业动态营销能力：模型与实证研究

发布时间：2018-03-21 07:36

本文选题：无形营销资源　切入点：动态营销能力　出处：《北京理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：当前我国处在转变经济发展方式、促进产业结构优化升级的关键阶段，许多行业正经历着技术变革、市场变革和商业模式变革，市场环境变幻莫测，企业间的竞争更加激烈，行业间的交融趋势也日趋明显。对于企业来说，如何应对环境变化、如何有效利用无形营销资源培育和提高企业动态营销能力，以在更加激烈的国内外竞争中获取优势，是企业广泛关心的问题，，也是学术界正在研究的前言课题，因此本文的研究就有重要的理论和现实研究意义。本文基于资源基础理论与动态营销能力理论的研究，通过对无形资源、动态营销能力、竞争优势及其相互关系的国内外文献进行梳理和研读，认为动态营销能力是企业为快速响应市场变化而加强市场认知和整合、重构内外部营销资源，以改进产品、服务和营销业务流程，创造更大竞争优势的能力。提出了营销资源、动态营销能力和竞争优势各变量之间关系的研究假设并构建了理论模型，其中无形营销资源包括知识资源、品牌资源和关系资源，动态营销能力包括市场认知能力、资源整合能力和资源重构能力。根据已有的研究并结合深度访谈了解的企业实际状况设计开发了测量问卷，获得了270家企业样本数据，运用SPSS20.0和AMOS20.0软件对数据进行处理与分析，得出了假设检验结果。最后，得出本研究的结论，进行讨论并对企业管理与营销实践提出建议。通过理论研究和实证检验得出的研究结果表明，知识资源、品牌资源、关系资源作为无形营销资源对企业动态营销能力具有积极影响；动态营销能力对竞争优势有积极影响；无形营销资源对竞争优势有积极影响，动态营销能力在这个影响过程中发挥积极的中介效应。研究结果解构了资源、能力、竞争优势的关系，进一步明确了动态营销能力在无形营销资源与竞争优势关系中的作用，期望为动态营销能力的理论研究和企业营销能力建设提供借鉴参考。
[Abstract]:At present, our country is in the crucial stage of changing the mode of economic development and promoting the optimization and upgrading of industrial structure. Many industries are experiencing technological changes, market changes and business model changes, market environment is unpredictable, and the competition among enterprises is more intense. For enterprises, how to cope with the change of environment, how to effectively use intangible marketing resources to cultivate and improve the dynamic marketing ability of enterprises, in order to gain advantages in more fierce competition at home and abroad, It is also a foreword topic that the academic circles are studying, so the research of this paper has important theoretical and practical significance. Based on the research of resource-based theory and dynamic marketing ability theory, this paper combs and studies the literature of intangible resources, dynamic marketing ability, competitive advantage and their relationship with each other at home and abroad. It is considered that dynamic marketing ability is the ability of enterprises to strengthen market cognition and integration, to reconstruct internal and external marketing resources, to improve products, services and marketing business processes, and to create greater competitive advantages in order to respond to market changes quickly. This paper studies the relationship between dynamic marketing ability and competitive advantage variables and constructs a theoretical model, in which intangible marketing resources include knowledge resources, brand resources and relational resources, dynamic marketing capabilities include market cognitive ability. Resource integration ability and resource reconfiguration ability. According to the existing research and combined with in-depth interviews to understand the actual situation of the enterprise design and development of the questionnaire, obtained 270 enterprise sample data, using SPSS20.0 and AMOS20.0 software to process and analyze the data, Finally, the conclusion of this study is drawn, and the suggestions on enterprise management and marketing practice are put forward. The results of theoretical research and empirical test show that knowledge resources, brand resources and relational resources have a positive impact on the dynamic marketing ability of enterprises as intangible marketing resources, dynamic marketing capabilities have a positive impact on competitive advantage. The intangible marketing resources have a positive influence on the competitive advantage, and the dynamic marketing ability plays a positive intermediary effect in this process. The research results deconstruct the relationship among the resources, the ability and the competitive advantage. The function of dynamic marketing ability in the relationship between intangible marketing resources and competitive advantage is further clarified, which is expected to provide a reference for the theoretical study of dynamic marketing capability and the construction of enterprise marketing capability.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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