企业战略能力对营销绩效影响的研究——基于新疆G公司的案例  

A Study of the Impact of Corporate Strategic Capability on Marketing Performance——Based on the Case Study of G Co.,Ltd

作　　者：丁宇[1] 李文胜[2] 王卫江[2] 刘正刚[2] 

机构地区：[1]新疆农业大学,经济与贸易学院新疆乌鲁木齐830052 [2]新疆农业大学林学与园艺学院,新疆乌鲁木齐830052

出　　处：《新疆财经》2014年第4期19-24,共6页Finance & Economics of Xinjiang

基　　金：中国博士后科学基金项目"民营资本介入农业产业化的理论与实证研究"(20100471731)

摘　　要：本文在剖析企业战略能力内涵的基础上,探索企业战略能力对企业营销绩效的影响机理。通过理论分析将企业战略能力划分为动态能力和市场导向两个维度,提出企业战略能力的培育和形成能够在动态能力和市场导向两个方面引导企业选择适合其发展的品牌营销策略,从而提升企业营销绩效,在此基础上,借助新疆G公司案例进行实证分析,使其理论结论得到验证。On the basis of analysis of the connotation of enterprise strategic capability, the paper discusses the impact mechanism of the enterprise＇ s strategic capability on marketing performance. Through theoretical analysis, the paper divides corporate strate- gic capability into dynamic capabilities and market orientation two dimensions, then the assumption is put forward that the cultiva- tion and formation of corporate strategic capability be able to guide corporate to select the appropriate brand marketing strategy and achieved excellent marketing performance from two aspects of dynamic capabilities and market orientation. The paper takes G Co. , Ltd. as an example to carry out a case study. The results show that the assumption is verified in general.

关 键 词：企业战略能力 动态能力 市场导向 营销绩效 案例分析 

分 类 号：F272.1[经济管理—企业管理]