动态能力论文动态能力视角下企业营销联盟研究.docVIP

动态能力论文：动态能力视角下企业营销联盟研究 【中文摘要】在当今激烈的市场环境下,动态能力观认为企业营销优势来自于动态能力,即企业不断更新、改进、重构资源,形成新的功能能力,使之与外部环境相匹配。因此,在动态能力视角下对企业营销联盟的研究是非常必要的。本文通过文献研究、理论分析及定性研究,确定组织动态能力的构成维度为组织学习、整合能力、市场导向、组织柔性和风险防范能力。同时,随着企业营销理念不断地推陈出新,尤其是水平营销、垂直营销等营销形式的丰富发展,而联盟在企业营销领域中的运用将越来越广泛。因此,本文在动态能力视角下对营销联盟的构建、环节、条件等进行研究和探讨,最终构建出基于动态能力的企业营销联盟模型,为企业营销联盟的发展提供有力的对策和合理化的建议。本文在动态能力视角下对企业营销联盟的研究是从抽象到具体的一次有意义的探索过程。在理论上,丰富和拓展了动态能力框架,也丰富了有关营销联盟的模型研究。在实践上,使管理者能更好地理解和利用动态能力,获得与环境相匹配的竞争力,也为企业改变战略思维方式,建立有效的营销联盟提供战略性指导。 【英文摘要】In the furious market environment, dynamic capabilities view think the enterprise marketing advantage comes from dynamic capabilities, namely enterprises will continue to update and improve, reconstructed resources, forming a new functional capabilities, match with external environment. Therefore, research organization dynamic capabilities building content and relevant features, under the perspective in dynamic capability studies our country enterprise marketing alliance mode is very necessary.This article through literature study, the theoretical analysis and the qualitative research organization, determine the composition of dynamic capabilities for organizational learning, integrating dimension ability, market orientation, organizational flexibility and risk prevention ability. At the same time, along with our marketing alliance interview to emerge, level marketing, vertical marketing concept such as continuous development, alliance in the field of enterprise marketing using is more and more widely. This paper is on enterprise marketing alliance mode in dynamic capability under the perspective of study and discussion, trying to find out a suitable for the marketing of Chinese enterprises alliance mode.This paper is to study the dynamic ability from abstraction to specific a meaningful exploration and study, in theory, enriches and develops the dynamic ability framework, enrich the dynamic capabilities and marketing alliance model research. In practice, enable managers to better understand and us