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论文编号：	3302
作者编号：	2120092349
上传时间：	2011/6/7 14:06:37
中文题目：	国际企业营销动态能力构成维度分析与评价模型建立—以我国家电企业国际化经营为例
英文题目：	Analysis of Dimensions of Marketing Dynamic Capability in International Enterprises along with Establishment of its Evaluation Model—Based on the Case of the International Management of Chinese Home-appliance Companies
指导老师：	许晖
中文关键字：	国际企业，营销动态能力，内容分析，灰色关联分析
英文关键字：	International corporation, Marketing dynamic capability, Content analysis, Grey correlation analysis
中文摘要：	近年来，全球化的趋势越来越明显，我国的许多企业都积极地寻求机会以实施国际化战略，国务院提出的“走出去”战略也为企业的国际化经营提供了政策上的保证。然而，日新月异的科学技术、愈演愈烈的市场竞争、迅速变动的顾客需求使得企业面临的环境的复杂性与动荡性不断增加。我国的许多企业在国际化的过程中屡屡受挫就是因为环境的变化引起的，国际环境的复杂性和动荡性要求企业必须具备快速的应变能力，这种能力正是我国企业的所缺乏的。 本研究回顾了以往学者们对动态能力与营销能力的相关研究，构建了国际企业的营销动态能力的研究模型，并以我国的三家国际化经营的家电企业为研究对象，通过对二手数据的分析验证了我国企业营销动态能力的具体构成与表现形式。本研究具有一定的理论和实践意义。首先，学者们对动态能力的研究已经有很多，但是很少有学者将动态能力的理论应用到营销的研究中，本文对营销动态能力的研究进一步丰富了动态能力的相关理论。其次，本研究以我国企业为研究对象，揭示了企业营销动态能力的内在特征，对我国的家电企业的国际化提出了重要的借鉴意义。本文的主要内容与研究结论有以下几个方面。 首先，通过对动态能力与营销能力的文献的回顾与梳理，本文提出了国际企业营销动态能力的定义与内涵，认为企业的营销动态能力是企业独特的核心商业流程，这些流程可以帮助国际企业快速的适应国际市场的变化并能为顾客传送更好的价值。并指出营销动态能力是由产品开发、顾客关系管理、供应链管理、信息调研与使用四个核心流程构成的。 其次，本文以海尔、海信、长虹三家家电企业为研究对象，利用内容分析的方法验证了本研究的理论模型，结论显示：我国企业的营销动态能力是由上述四个流程构成的；并且相对于其他三个流程，企业的产品开发管理流程显得更为重要；对于不同的企业来讲，四个核心流程的相对重要程度并不相同。 最后，本文构建了企业营销动态能力的灰色关联评价模型，可以帮助企业衡量其营销动态能力。
英文摘要：	In recent years, the trend of globalization is becoming more and more obvious, many enterprises of our nation are seeking opportunities to implement the international strategy. The State Council's "going out" strategy guarantees the international operation business. However, the ever-changing science and technology, intensified market competition and rapid changes in customer demand make the enterprises face the environment whose complexity and volatility is increasing. Many enterprises are frustrated in the process of internationalization because of changes in the environment caused by the complexity of international environment. And the turbulent and volatile environment requires that the enterprises must have a rapid response capability to quickly adjust the enterprise's internal activities to meet the needs of customers. Chinese enterprises lack the capability. This study reviews of previous scholars’ researches on dynamic capabilities and marketing capabilities, building a research model on marketing dynamic capabilities of international business. This paper also chooses three Chinese international operations on electrical appliance enterprises as the research objects. This paper has verified the specific composition and forms of marketing dynamic capabilities in our enterprises through the analysis of secondary data. This study has both theoretical and practical significance. Firstly, although a lot of researches on dynamic capabilities have been made by precious scholars, few research on dynamic capabilities theory is applied to marketing research. This study of marketing of dynamic capabilities will enrich the theory of dynamic capabilities. Secondly, this research studies on the Chinese enterprises, revealing the inherent characteristics of dynamic capabilities, which will make sense for the Chinese household electrical appliance enterprises' international reference. The main contents and conclusions are the following aspects. First, based on the literature review of dynamic capabilities and marketing capabilities, this paper proposes the definition and the content of international marketing dynamic capabilities. Marketing dynamic capabilities of the companies are the unique and the core business process of the enterprise, these processes can help international companies to quickly adapt to changes in the international market and can provide customers a better value. And the paper also points out that marketing dynamic capabilities consist of 4 core processes, including product development, customer relationship management, supply chain management and information research. Secondly, the paper chooses Haier, Hisense, Changhong as research object, and uses content analysis method to verify the theoretical model of this study. Conclusions are as followed: 1. the marketing dynamic capabilities of Chinese enterprises consist of four processes; 2. comparing with the other three processes, the process of product development management in the enterprise is more important; 3. for different enterprises, the importance of the four core processes are varied. Finally, this paper constructs a marketing evaluation model of the marketing dynamic capabilities, which can help companies to measure their marketing dynamic capabilities.
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