动态环境下营销能力的构建  

Construction of Marketing Capability under Dynamic Environment

作　　者：高芳[1] 

机构地区：[1]江汉大学商学院

出　　处：《武汉大学学报（哲学社会科学版）》2008年第3期432-436,共5页Wuhan University Journal：Philosophy & Social Science

基　　金：湖北省教育厅人文社会科学研究项目(2007d223);武汉市属高等学校人文社科重点研究基地项目(2007WZ-B002)

摘　　要：复杂的动态竞争环境对企业的竞争实践提出了更高要求。基于资源基础理论和动态能力理论,可以认为营销能力是具有核心能力特征的动态资源,是企业持续竞争优势的重要来源。而组织学习和知识管理有利于提升企业的营销能力,企业必须在真正了解自己、消费者和竞争对手的基础上有序地培育并执行其营销能力。Companies are brought forward more challenges during their competitive practice due to the intricate and dynamic competitive environment. This paper based on the perspective of Resourcebased View and Dynamic Capabilities Theory, proposes that marketing capability is company＇s dynamic resource representing core competence character, and it is company＇s important source of persistent competitive advantage. We suggest that organizational learning and knowledge management are beneficial to the exaltation of company＇s marketing capability; and companies must foster their marketing capabilities orderly and execute them based on their understanding of customers, rivals and themselves.

关 键 词：营销能力 竞争优势 环境不确定性 

分 类 号：F713.50[经济管理—市场营销]