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论文编号：	3134
作者编号：	1120070716
上传时间：	2011/6/1 18:25:43
中文题目：	动态营销能力及其对企业绩效的影响研究
英文题目：	Dynamic Marketing Capabilities and their Effect on Firm Performance
指导老师：	韩德昌
中文关键字：	动态营销能力;营销能力;测量模型;企业绩效
英文关键字：	dynamic marketing capabilities;marketing capabilities;measurement model;firm performance
中文摘要：	二十世纪九十年代以来，企业面临的市场环境日益复杂和动荡。在这种背景下，企业如何获取持续竞争优势以及优异的组织绩效，成为了营销领域和战略管理领域学者所共同关注的一个焦点问题。其中，营销能力理论被视为解决该问题的一个重要突破口而受到了重视。特别是近年来，学者们从动态能力战略观的视角进一步拓展了营销能力理论研究框架，提出了动态营销能力理论。该理论为深入研究营销活动的顾客价值创造潜力及竞争优势的获取途径开辟了新的方向，也从营销职能的维度拓宽了对动态能力的理解。 围绕动态营销能力及其对企业绩效的影响这一核心主题，本文一方面研究了动态营销能力的概念及其测量问题，另一方面从理论和实证两个方面全面深入地研究了动态营销能力的功效问题。全文共分六章，第一章主要说明了本文的研究背景、核心问题、研究内容和研究方法等，并提出了本文的整体研究架构。第二章主要回顾了营销能力理论的研究基础、研究成果和研究局限，在此基础上提出了营销能力研究的新范式，并构建了动态营销能力研究的理论框架。第三章到第五章是本文的研究重点。第三章主要在对动态营销能力概念界定和辨析的基础上，通过文献分析和定性研究方法，构建了动态营销能力的测量维度和测量模型。第四章主要开发了动态营销能力的测量量表，并检验了该测量量表的可靠性和有效性，为进一步检验动态营销能力与企业绩效的关系奠定了基础。第五章主要考察了动态营销能力的绩效作用。本章构建了动态营销能力的绩效理论模型，并对动态营销能力与企业绩效之间的关系进行了实证研究。第六章主要对本研究进行了总结和展望。该部分简要概括了本文的主要研究结论、创新之处和研究局限，并对未来如何进一步拓展本研究框架提出了一些设想。 本文的主要发现和研究贡献有如下几个方面： 第一，本文主要采用基于市场变化的营销能力重构、基于组织学习的市场知识重构和基于顾客价值创造的跨职能的协调三个相互联系的组织过程来建构动态营销能力概念，将动态营销能力定义为一种高层次的战略过程，并对其本质、构成和作用等问题进行了研究。 第二，本文构建了动态营销能力的六个测量维度，分别是市场学习能力、产品开发管理、顾客关系管理、供应链管理、市场战略柔性和营销创新能力。在此基础上，进一步开发了具有良好信度和效度的测量量表。这为科学地度量动态营销能力并增强该概念的可操作性提供了可能。 第三，本文研究了动态营销能力的功效问题。提出了动态营销能力的绩效理论模型，并检验了动态营销能力、营销能力和企业绩效间的逻辑关系。结果表明，动态营销能力可直接或通过改变营销能力间接影响企业绩效，这也使得动态营销能力的绩效作用机制需要被进一步加以研究。 第四，本文进一步检验了环境振荡性的调节作用。着重研究了不同的市场振荡环境和技术振荡环境中动态营销能力对营销能力和企业绩效的影响作用。研究发现，无论是在何种环境振荡条件下，动态营销能力对企业绩效均具有积极显著的影响。然而，在市场振荡程度较低的环境中，动态营销能力对营销能力的影响作用则不显著。 总之，动态营销能力被证明是一种能够快速回应外部市场变化的有用的企业能力，它是企业获取并维持竞争优势和优异绩效的驱动力。
英文摘要：	Since the 1990s, with the complicated, turbulent, increasingly changing environment, there has been a considerable debate on how to achieve sustained competitive advantage and superior performance. And the theory of marketing capabilities (MCs) is considered as an important breakthrough which has been a resurgence of interest by researchers of strategic marketing theory. Especially in recent years, researchers have extended the theoretical framework of MCs from the perspective of dynamic capabilities and developed a conceptualization of dynamic marketing capabilities (DMCs). It provides a new research direction which mainly researches marketing processes for creating and delivering customer value and achieving competitive advantage with dynamic capability view. And it extends our understanding of dynamic capabilities to include marketing dimension. Focused on DMCs and their effect on firm performance, concept and dimensions of DMCs becomes the main subject. At the same time, the paper deeply investigates DMCs’ efficiency by theoretic and empirical methods. This study includes six sections. The first section mainly introduces the study context, key issues, main content and research approach. This chapter proposes the systematic framework. The second section reviews the literature on MCs. Based on the theory foundation, this chapter proposes a new paradigm of MCs and constructs a research framework on DMCs. The third section mainly defines DMCs and makes a distinction between similar concepts. And measures of DMCs are developed specifically by the adoption of research methods such as document analysis and qualitative study. The fourth section develops scale of DMCs and tests reliability and validity of this scale. It is the basis of chapter five. The fifth section proposes and tests a model which assumes that DMCs influence on firm performance. The sixth section provides a discussion of the findings, innovation points and limitations, while the last one discusses about the future research directions. There are some main contributions that the study made. First of all, the paper attempts to operationalize DMCs as a composite, unified construct defined by three interrelated, although distinct, dimensions: market change-based MCs reconfiguration, organizational learning-based market knowledge reconfiguration, and consumer value-based cross-functional coordination. DMCs can be conceptualized as higher-order strategic processes. Moreover, A further study is conducted on the nature, components and role of DMCs. Secondly, this study proposes six dimensions of DMCs, namely market learning capability, product development management, customer relationship management, supply chain management, market-focused strategic flexibility, marketing innovation capability. Based on this foundation, the author further develops the scale which has better reliability and validity. It is important for measuring DMCs and increasing its maneuverability. Thirdly, this study investigates the efficiency of DMCs. It proposes and tests a model which assumes that DMCs’ effect on firm performance is mediated by MCs. The results demonstrate that DMCs have a significant impact on firm performance directly, or through MCs indirectly. However, it shows that the relationship of DMCs and firm performance is tautological. Lastly, this study investigates the moderating role of market dynamism and technological dynamics on DMCs’ effect. We test DMCs’ effect on firm performance and MCs in different dynamism condition. The result clearly demonstrates that DMCs’ effect on firm performance is invariably pronounced. However, DMCs’ effect on MCs is not pronounced in low turbulence market environment. In a word, these results empirically indicate that DMCs can be a valid and useful firm’s capability to respond to external market changes efficiently and promptly. And DMCs is demonstrated as an important driver of competitive advantage and superior firm performance.
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