發(fā)布時(shí)間：2018-10-11 09:16

【摘要】：隨著技術(shù)發(fā)展的日新月異,高技術(shù)企業(yè)面臨投入高、新產(chǎn)品開發(fā)失敗率高、競(jìng)爭(zhēng)慘烈等前所未有的挑戰(zhàn)。在這樣的現(xiàn)實(shí)背景下,企業(yè)不僅需要增強(qiáng)其技術(shù)實(shí)力,還必須直面市場(chǎng)。因此識(shí)別和構(gòu)建對(duì)企業(yè)持續(xù)成長(zhǎng)最為重要的核心營(yíng)銷能力成為理論研究和營(yíng)銷管理實(shí)踐中的重要議題。 本文在總結(jié)前人研究成果的基礎(chǔ)上,結(jié)合高技術(shù)企業(yè)特征及市場(chǎng)環(huán)境特點(diǎn)、營(yíng)銷能力、組織創(chuàng)新、持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)等理論進(jìn)行推演,明確了高技術(shù)企業(yè)營(yíng)銷能力的內(nèi)涵及其構(gòu)成要素,提出了持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)視角下識(shí)別高技術(shù)企業(yè)核心營(yíng)銷能力的理論模型和相關(guān)研究假設(shè)。論文以高技術(shù)企業(yè)為研究對(duì)象,通過因子分析、相關(guān)分析和結(jié)構(gòu)方程等方法對(duì)241份數(shù)據(jù)進(jìn)行了實(shí)證分析,最終得出以下結(jié)論：第一,高技術(shù)企業(yè)營(yíng)銷能力的構(gòu)成要素共包括五個(gè)方面：市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力以及動(dòng)態(tài)營(yíng)銷能力；第二,高技術(shù)企業(yè)的市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力、動(dòng)態(tài)營(yíng)銷能力均會(huì)對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)產(chǎn)生直接影響；第三,高技術(shù)企業(yè)的市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力可以通過影響組織創(chuàng)新,對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)產(chǎn)生間接影響；第四,動(dòng)態(tài)營(yíng)銷能力可以增強(qiáng)市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的積極影響；第五,對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)既會(huì)產(chǎn)生直接影響也會(huì)產(chǎn)生間接影響的四種營(yíng)銷能力中,對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的影響程度大小依次為市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力。所以市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力是高技術(shù)企業(yè)需要重點(diǎn)構(gòu)建的核心營(yíng)銷能力。而動(dòng)態(tài)營(yíng)銷能力因其能夠增強(qiáng)市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力、營(yíng)銷運(yùn)作能力、全員營(yíng)銷能力對(duì)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的積極影響,所以也需要高技術(shù)企業(yè)進(jìn)行重點(diǎn)構(gòu)建。即對(duì)高技術(shù)企業(yè)而言,市場(chǎng)知識(shí)能力、戰(zhàn)略營(yíng)銷能力和動(dòng)態(tài)營(yíng)銷能力是其核心營(yíng)銷能力；第六,高技術(shù)企業(yè)可以通過更新營(yíng)銷理念、培育創(chuàng)新型企業(yè)文化、吸納營(yíng)銷人才和在企業(yè)內(nèi)開展?fàn)I銷培訓(xùn)并舉等方式來構(gòu)建核心營(yíng)銷能力。
[Abstract]:With the rapid development of technology, high-tech enterprises are facing unprecedented challenges such as high investment, high failure rate of new product development and fierce competition. In such a realistic background, enterprises not only need to enhance their technical strength, but also must face the market. Therefore, the identification and construction of the most important core marketing capability for the sustainable growth of enterprises has become an important issue in theoretical research and marketing management practice. On the basis of summarizing the previous research results, this paper deduces the theories of high-tech enterprise characteristics and market environment characteristics, marketing ability, organizational innovation, sustainable competitive advantage, etc. This paper clarifies the connotation of high-tech enterprise's marketing ability and its constituent elements, and puts forward the theoretical model and related research hypotheses of identifying high-tech enterprise's core marketing ability from the perspective of sustainable competitive advantage. This paper takes high-tech enterprises as the research object, through factor analysis, correlation analysis and structural equation and other methods to carry out empirical analysis of 241 data, and finally reached the following conclusions: first, The components of marketing ability of high-tech enterprises include five aspects: market knowledge ability, strategic marketing ability, marketing operation ability, full staff marketing ability and dynamic marketing ability, second, market knowledge ability of high-tech enterprise. Strategic marketing ability, marketing operation ability, whole staff marketing ability, dynamic marketing ability will have direct influence on the sustained competitive advantage. Third, the market knowledge ability, strategic marketing ability, marketing operation ability of high-tech enterprises, The whole staff marketing ability can have indirect influence on the sustainable competitive advantage by influencing the organization innovation. Fourth, the dynamic marketing ability can enhance the market knowledge ability, the strategic marketing ability, the marketing operation ability. The positive influence of the whole staff marketing ability on the sustainable competitive advantage; fifth, the four kinds of marketing ability that have both direct and indirect influence on the sustained competitive advantage, The degree of influence on sustainable competitive advantage is market knowledge ability, strategic marketing ability, marketing operation ability and whole staff marketing ability. So market knowledge ability, strategic marketing ability is the core marketing ability that high-tech enterprises need to build. The dynamic marketing ability can enhance the market knowledge ability, the strategic marketing ability, the marketing operation ability, the entire staff marketing ability to the sustained competitive advantage positive influence, therefore also needs the high-tech enterprise to carry on the key construction. That is, for high-tech enterprises, market knowledge, strategic marketing and dynamic marketing capabilities are their core marketing capabilities. Sixth, high-tech enterprises can cultivate innovative corporate culture by updating marketing concepts. Absorb marketing talents and develop marketing training in enterprises to construct core marketing ability.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F276.44

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