企业知识向营销动态能力转化机制——宏济堂与天士力双案例对比研究  

The Transformation Mechanism from Enterprise Knowledge to Marketing Dynamic Capability: The Comparison Research between Hongjitang and Tasly

作　　者：许晖[1] 薛子超 邓伟升 XU Hui;XUE Zi-chao;DENG Wei-sheng(Business School,Nankai University,Tianjin,300071,China;Collaborative Innovation Center for China Economy,Tianjin,300071,China)

机构地区：[1]南开大学商学院,天津300071 [2]中国特色社会主义经济建设协同创新中心,天津300071

出　　处：《经济管理》2018年第6期115-133,共19页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"企业营销探索与开发战略及其对国际市场适应性的影响研究:基于能力-战略匹配视角"(71472097);国家科技支撑计划项目"品牌评价关键技术研究"(2015BAK46B01)

摘　　要：面对市场环境的不确定性,企业通常需要学习大量知识,并将其转化为营销动态能力才能保持自身的竞争优势。营销动态能力可分为顾客关系、供应链、信息调研及产品开发四种管理流程。本文采用双案例对比分析的研究方法,以知识转化相关理论为视角,探讨企业知识向营销动态能力的转化机制。研究发现,由于知识存在于企业的不同层面,首先要实现知识共享,将来源分散的知识汇总于组织层面,之后再进一步整合应用于组织流程管理,经过反复实践与理论重构,最终转化为营销动态能力。其中,宏济堂作为市场先进入者,既有知识存量丰富,企业更多倾向于供应链流程管理与产品开发流程管理,其转化过程表现出较多的传承与创新特征;天士力作为市场后进入者,既有知识存量不足,企业更多倾向于顾客关系流程管理与信息调研与使用流程管理,其转化过程表现出较多的追赶与突破特征。本文有助于企业在应对市场环境不确定性时,加强知识向营销动态能力的转化,这对于企业保持竞争优势具有重要的理论和实践意义。Facing uncertain market environment,companies usually acquire and accumulate large amount of enterprise knowledge.However,previous studies have shown that simply increasing the stock of enterprise knowledge cannot improve the competitive advantage of enterprises.Thus their marketing dynamic capability should be improved.Furthermore,the transformation from enterprise knowledge to marketing dynamic capability is critically necessary,of which consists four cross-functional business processes--product development management,customer relationship management,supply chain management,and market research and information utilization management.In this paper,we compare two cases of different process management as the main line.in the view of knowledge transformation,we explore the mechanism from enterprise knowledge to marketing dynamic capability.The research shows that enterprise knowledge exists in different singles from different levels in enterprises,while enterprises applies knowledge to different organizational processes management by knowledge sharing.Through further integration,enterprise knowledge becomes more systematic and available.Reconstruction is the last procedure to transfer enterprise knowledge to marketing dynamic capability by practice and theory innovation.Since Hongjitang possesses a long history of over one hundred years,it has more abundant original knowledge stock,the enterprise is more experienced in the management of supply chain and product development,thus tending to apply more enterprise knowledge to the supply chain process management and product development process management.Therefore,the transformation process reflects the character of more knowledge transmission and innovation.However,Tasly is a young enterprise,whose original knowledge stock is less abundant.Nevertheless,Tasly has been developing at an amazing speed,and apparently,Tasly seems to pay more attention to the management of customer relationship and market research and information utilization,thus applying more enterprise know

关 键 词：企业知识 营销动态能力 流程管理 转化机制 

分 类 号：F270[经济管理—企业管理]