高技術(shù)企業(yè)核心營銷能力識別與構(gòu)建—持續(xù)競爭優(yōu)勢視角
發(fā)布時間：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、競爭慘烈等前所未有的挑戰(zhàn)。在這樣的現(xiàn)實背景下,企業(yè)不僅需要增強其技術(shù)實力,還必須直面市場。因此識別和構(gòu)建對企業(yè)持續(xù)成長最為重要的核心營銷能力成為理論研究和營銷管理實踐中的重要議題。 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)特征及市場環(huán)境特點、營銷能力、組織創(chuàng)新、持續(xù)競爭優(yōu)勢等理論進行推演,明確了高技術(shù)企業(yè)營銷能力的內(nèi)涵及其構(gòu)成要素,提出了持續(xù)競爭優(yōu)勢視角下識別高技術(shù)企業(yè)核心營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)為研究對象,通過因子分析、相關(guān)分析和結(jié)構(gòu)方程等方法對241份數(shù)據(jù)進行了實證分析,最終得出以下結(jié)論：第一,高技術(shù)企業(yè)營銷能力的構(gòu)成要素共包括五個方面：市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力以及動態(tài)營銷能力；第二,高技術(shù)企業(yè)的市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力、動態(tài)營銷能力均會對持續(xù)競爭優(yōu)勢產(chǎn)生直接影響；第三,高技術(shù)企業(yè)的市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力可以通過影響組織創(chuàng)新,對持續(xù)競爭優(yōu)勢產(chǎn)生間接影響；第四,動態(tài)營銷能力可以增強市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力對持續(xù)競爭優(yōu)勢的積極影響；第五,對持續(xù)競爭優(yōu)勢既會產(chǎn)生直接影響也會產(chǎn)生間接影響的四種營銷能力中,對持續(xù)競爭優(yōu)勢的影響程度大小依次為市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力。所以市場知識能力、戰(zhàn)略營銷能力是高技術(shù)企業(yè)需要重點構(gòu)建的核心營銷能力。而動態(tài)營銷能力因其能夠增強市場知識能力、戰(zhàn)略營銷能力、營銷運作能力、全員營銷能力對持續(xù)競爭優(yōu)勢的積極影響,所以也需要高技術(shù)企業(yè)進行重點構(gòu)建。即對高技術(shù)企業(yè)而言,市場知識能力、戰(zhàn)略營銷能力和動態(tài)營銷能力是其核心營銷能力；第六,高技術(shù)企業(yè)可以通過更新營銷理念、培育創(chuàng)新型企業(yè)文化、吸納營銷人才和在企業(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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F276.44
本文編號：2263657
[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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F276.44
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