前导因素及其对营销创新绩效的影响——基于知识视角的动态营销能力  

Antecedents and the Influence on Marketing Innovation Performance——Based on Dynamic Marketing Capabilities from the Perspective of Knowledge

作　　者：王月辉[1] 缪祺[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《北京理工大学学报（社会科学版）》2013年第3期60-66,共7页Journal of Beijing Institute of Technology：Social Sciences Edition

基　　金：国家自然科学基金资助项目"企业动态营销能力的形成;作用机理及其培育路径研究"(71072151)

摘　　要：从知识管理流程的角度探讨动态营销能力范畴及其测量,构建企业IT应用能力、营销团队支持、营销人员自主性三个因素与动态营销能力及其营销创新绩效的关系并提出研究假设,运用AMOS18.0软件对来自450个企业样本的数据进行检验。结果表明:动态营销能力直接影响营销创新绩效;IT应用能力、营销团队支持对动态营销能力具有显著影响;营销人员自主性对动态营销能力的影响不显著。This article discusses,from the perspective of Knowledge Management Process,capability categories and measurements of Dynamic Marketing Capabilities,cultivation of enterprise IT competence,marketing team support,and the relationship between three factors of marketing personnel autonomy,dynamic marketing ability and marketing innovation performance.Further,the article makes a research hypothesis and uses the AMOS18.0 software to analyze data from 450 enterprise samples to test the hypothesis.The result shows that Dynamic Marketing Capabilities directly affects marketing innovation performance and that IT competence and marketing team support greatly influence Dynamic Marketing Ability while marketing personnel autonomy affects little.

关 键 词：动态营销能力 营销创新绩效 知识管理流程 结构方程模型 

分 类 号：F713[经济管理—产业经济]