数字创新生态下营销动态能力的构建与资源编排——基于零售新业态企业的双案例研究  

The Construction and Resource Arrangement of Marketing Dynamic Capability in the Digital Innovation Ecology:A Dual-Case Study of New Retail Business Forms

作　　者：黎传熙 LI Chuanxi(School of Economics and Management,Guangdong Technology College,Zhaoqing 526100,China)

机构地区：[1]广东理工学院经济管理学院,广东肇庆526100

出　　处：《经济与管理》2024年第2期84-92,共9页Economy and Management

基　　金：广东省哲学社会科学规划学科共建项目(GD23XGL054)。

摘　　要：零售业作为迭代创新最活跃的领域,在数字赋能与消费升级双重作用力驱动下,业态形式发生重大变革。以零售新业态代表企业——迪卡侬和盒马鲜生作为研究对象,在梳理营销动态能力发展脉络的基础上,重新定义数字创新生态下零售业营销动态能力的本质内涵,进一步提炼数字创新生态背景下营销动态能力的构成维度及要素,进而编排资源和配置市场,使得零售企业能在云谲波诡的环境中维持独特、持续和获取新的竞争优势,保持企业高效发展,实现价值共创。As the most active area of iterative innovation,the retail industry has undergone a major transformation driven by the dual forces of digital empowerment and consumption upgrading.Based on the theory of marketing dynamic capability,this paper redefines the essence of retail marketing dynamic capability under the digital innovation ecology,and takes the retail new business from repre-sentative enterprise"Dicarnon"and"Hema Fresh"as the dual-case research object,analyzes the digital innovation driving factor the basic motivation,and further refining the digital innovation ecological background of marketing dynamic capabilities of the dimensions and elements,to build the overall theoretical framework,and then arrange resources and market allocation,making the retail enterprise can maintain the unique,sustained,and obtain the new competitive advantage in the treacherous environment,keep the enterprise effi-cient development,and realize the value co-creation.

关 键 词：数字创新生态 营销动态能力 资源编排 零售新业态 

分 类 号：F270.7[经济管理—企业管理]