高技术企业核心营销能力识别与构建—持续竞争优势视角

发布时间：2018-10-11 09:16

【摘要】：随着技术发展的日新月异,高技术企业面临投入高、新产品开发失败率高、竞争惨烈等前所未有的挑战。在这样的现实背景下,企业不仅需要增强其技术实力,还必须直面市场。因此识别和构建对企业持续成长最为重要的核心营销能力成为理论研究和营销管理实践中的重要议题。本文在总结前人研究成果的基础上,结合高技术企业特征及市场环境特点、营销能力、组织创新、持续竞争优势等理论进行推演,明确了高技术企业营销能力的内涵及其构成要素,提出了持续竞争优势视角下识别高技术企业核心营销能力的理论模型和相关研究假设。论文以高技术企业为研究对象,通过因子分析、相关分析和结构方程等方法对241份数据进行了实证分析,最终得出以下结论：第一,高技术企业营销能力的构成要素共包括五个方面：市场知识能力、战略营销能力、营销运作能力、全员营销能力以及动态营销能力；第二,高技术企业的市场知识能力、战略营销能力、营销运作能力、全员营销能力、动态营销能力均会对持续竞争优势产生直接影响；第三,高技术企业的市场知识能力、战略营销能力、营销运作能力、全员营销能力可以通过影响组织创新,对持续竞争优势产生间接影响；第四,动态营销能力可以增强市场知识能力、战略营销能力、营销运作能力、全员营销能力对持续竞争优势的积极影响；第五,对持续竞争优势既会产生直接影响也会产生间接影响的四种营销能力中,对持续竞争优势的影响程度大小依次为市场知识能力、战略营销能力、营销运作能力、全员营销能力。所以市场知识能力、战略营销能力是高技术企业需要重点构建的核心营销能力。而动态营销能力因其能够增强市场知识能力、战略营销能力、营销运作能力、全员营销能力对持续竞争优势的积极影响,所以也需要高技术企业进行重点构建。即对高技术企业而言,市场知识能力、战略营销能力和动态营销能力是其核心营销能力；第六,高技术企业可以通过更新营销理念、培育创新型企业文化、吸纳营销人才和在企业内开展营销培训并举等方式来构建核心营销能力。
[Abstract]:With the rapid development of technology, high-tech enterprises are facing unprecedented challenges such as high investment, high failure rate of new product development and fierce competition. In such a realistic background, enterprises not only need to enhance their technical strength, but also must face the market. Therefore, the identification and construction of the most important core marketing capability for the sustainable growth of enterprises has become an important issue in theoretical research and marketing management practice. On the basis of summarizing the previous research results, this paper deduces the theories of high-tech enterprise characteristics and market environment characteristics, marketing ability, organizational innovation, sustainable competitive advantage, etc. This paper clarifies the connotation of high-tech enterprise's marketing ability and its constituent elements, and puts forward the theoretical model and related research hypotheses of identifying high-tech enterprise's core marketing ability from the perspective of sustainable competitive advantage. This paper takes high-tech enterprises as the research object, through factor analysis, correlation analysis and structural equation and other methods to carry out empirical analysis of 241 data, and finally reached the following conclusions: first, The components of marketing ability of high-tech enterprises include five aspects: market knowledge ability, strategic marketing ability, marketing operation ability, full staff marketing ability and dynamic marketing ability, second, market knowledge ability of high-tech enterprise. Strategic marketing ability, marketing operation ability, whole staff marketing ability, dynamic marketing ability will have direct influence on the sustained competitive advantage. Third, the market knowledge ability, strategic marketing ability, marketing operation ability of high-tech enterprises, The whole staff marketing ability can have indirect influence on the sustainable competitive advantage by influencing the organization innovation. Fourth, the dynamic marketing ability can enhance the market knowledge ability, the strategic marketing ability, the marketing operation ability. The positive influence of the whole staff marketing ability on the sustainable competitive advantage; fifth, the four kinds of marketing ability that have both direct and indirect influence on the sustained competitive advantage, The degree of influence on sustainable competitive advantage is market knowledge ability, strategic marketing ability, marketing operation ability and whole staff marketing ability. So market knowledge ability, strategic marketing ability is the core marketing ability that high-tech enterprises need to build. The dynamic marketing ability can enhance the market knowledge ability, the strategic marketing ability, the marketing operation ability, the entire staff marketing ability to the sustained competitive advantage positive influence, therefore also needs the high-tech enterprise to carry on the key construction. That is, for high-tech enterprises, market knowledge, strategic marketing and dynamic marketing capabilities are their core marketing capabilities. Sixth, high-tech enterprises can cultivate innovative corporate culture by updating marketing concepts. Absorb marketing talents and develop marketing training in enterprises to construct core marketing ability.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F276.44

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