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论文编号：	3446
作者编号：	1120080730
上传时间：	2011/6/13 10:12:23
中文题目：	营销动态能力构成维度及其形成机理研究——基于中国国际化企业的实证检验
英文题目：	Research on Dimensions and Building Mechanisms of Marketing Dynamic Capabilities: Empirical Study on Chinese International Enterprises
指导老师：	许晖 教授
中文关键字：	营销动态能力；环境不确定性；资源遴选；组织学习；能力构建
英文关键字：	Marketing dynamic capability, Environment uncertainty, Resource-picking, Organization-Learning, Capability-building
中文摘要：	诚如著名营销学者Day(1999)所言：“那些在营销和市场感知流程中拥有着核心能力的企业将会成为最成功的企业”[ ]。任何企业都必须赢得顾客的青睐才能得以生存和发展，而不断为顾客创造和传递顾客价值正是赢得顾客的关键之所在。然而，社会与经济日新月异的变化加剧了企业面临的内外部经营环境的动态性、复杂性和不确定性，给企业创造和传递顾客价值的营销实践带来了巨大挑战。尤其是对于涉足海外市场的中国国际化企业而言，国际市场环境的不确定性更显突出，源自于诸如文化差异、消费者习惯差异、东道国政府政策变化等诸多方面的环境不确定性因素将成为企业实施营销战略的重要羁绊，而通过实施营销战略，比竞争对手更好的创造和传递顾客价值又是国际化企业在国际市场中获得立足之地的不二选择。因此，如何在不确定环境中充分发挥营销战略的杠杆作用，成为了众多企业关注的重要课题。 在理论研究文献中，动态能力理论甫一提出就为探讨企业在复杂动态环境中获取竞争优势奠定了坚实的基础。营销战略的研究学者将该理论引入营销研究领域，展开营销动态能力的研究和探索。本文承续国内外学者有关营销动态能力的研究成果，以资源基础观和动态能力理论为理论基础，以中国国际化企业为研究对象，对营销动态能力的构成维度及其形成机理进行了深入的探索。 本研究共包含六章内容。第一章对研究的现实背景、理论与实践意义以及研究内容和技术路线进行了概括，并提出了本文的创新点，呈现了本研究的整个框架体系。在第二章的文献综述部分，对作为本文理论基础的资源基础观理论和动态能力理论进行了综述，对与营销动态能力相关的研究文献回顾，并对与营销动态能力有密切关系的环境不确定性的研究文献进行了梳理，奠定了本研究的理论基础。第三章基于理论分析和推导，构建了本文总体的理论研究架构，阐述了研究设计的思路，并对正式调研的样本进行了描述。第四章聚焦于营销动态能力构成维度的探讨，提出了营销动态能力二阶因子模型和营销动态能力各维度间的关系模型并进行了实证检验。第五章着力于探究影响营销动态能力形成和发展的前置因素，通过理论分析和实证检验揭示了营销动态能力的形成机理。第六章对全文进行总结和展望，归纳出全文的重要研究结论并提出了不足及未来研究方向。 基于正式调研获取的361份有效问卷的数据，本文采用因子分析、结构方程模型等分析方法对理论模型及相关假设进行了实证检验。综观本文的探索和分析，主要的研究结论包括三个方面：第一，营销动态能力是企业在应对市场变化时，为创造和传递顾客价值的跨部门商业流程的反应性和效率。产品开发管理流程、供应链管理流程、顾客关系管理流程和市场调研与信息使用流程等四个核心跨部门营销流程是营销动态能力的重要维度。只有发挥这些核心营销流程的相互协同关系，才能充分实现营销动态能力的杠杆作用。第二，从管理者层面来看，环境感知机制和资源遴选机制是营销动态能力的两个重要前置影响因素。管理者感知的环境不确定性程度，管理者选择哪些资源以及选择多少资源投入于企业的营销活动，都将对产品开发管理流程、供应链管理流程、顾客关系管理流程和市场调研与信息使用流程等营销动态能力的核心流程产生积极的影响，进而正向影响营销动态能力的形成和发展。第三，从企业层面来看，组织学习构建机制和能力构建机制也是影响营销动态能力形成和发展的重要机制。组织学习机制会积极影响企业的产品开发管理流程、供应链管理流程和市场调研与信息使用流程，能力构建机制则通过企业的组织结构与组织文化建设积极影响企业的产品开发管理流程、顾客关系管理流程和市场调研与信息使用流程，进而共同促进营销动态能力的构建与培育。 与以往的研究相比，本文的价值和创新之处主要体现在：第一，对营销动态能力的构成维度进行了丰富和完善，构建了各维度之间的关系模型并给予了实证检验支持，深化了对营销动态能力的概念化和操作化探索。第二，以资源基础观理论和动态能力理论为理论基础，深化了对营销动态能力形成机理的认识。本文发现不仅以往研究探讨的资源遴选机制和能力构建机制是营销动态能力的前置影响因素，环境感知机制和组织学习机制同样是两个重要的前置影响因素。第三，通过理论分析和实证检验揭示了营销动态能力的形成机理，即环境感知机制、资源遴选机制、组织学习机制和能力构建机制对四个核心营销流程有着不同的积极影响作用，在促进跨部门营销流程发展的基础上，提升企业的营销动态能力。
英文摘要：	As the well-known marketing scholar Day (1999) said:“The most successful organizations might be those whose core competence is marketing and all its market sensing processes.” Any enterprise has to win the favor of customers to survive and develop, while the key point for winning the customer is to create and deliver superior customer value continuously. However, with the rapid changes in social and economic systems, the internal and external business environment that the enterprise faces is becoming more and more dynamic, complexity and uncertain. It has become a huge challenge for the marketing practice of enterprise to create and deliver superior customer value. Especially for Chinese international enterprises involved in the overseas market, the uncertainty of international market is more prominent. The environment uncertainty derived from a variety of factors such as culture difference, customer habit and host country’s policy etc. is will become the key fetters for Chinese international enterprise to implement marketing strategy. While, implementing marketing strategy and creating and delivering customer value is the best choice for the enterprise to defeat competitors and gain competitive advantage in international markets. So, how to play the leverage role of marketing strategy in uncertain environment becomes the focal problem of most Chinese international enterprises. In the theoretical literature, as soon as the dynamic capability theory was put forward, it has laid the solid foundation for the research of enterprise to gain competitive advantage in complex and dynamic environment. The scholar of marketing strategy introduces the dynamic capability theory into the marketing research field and carries out the research and exploration of marketing dynamic capability. Taken resource-based view theory and dynamic capability theory as the theory foundation and Chinese international enterprises as the research object, this paper inherits the research results of domestic and foreign scholars on the marketing dynamic capability and explores it’s dimensions as well as building mechanisms. This paper includes six chapters. Chapter one summarizes the realistic background, theory contribution, practice implication, research contents and technological route of the research and presents the overall framework of the research. Chapter two reviews the research literatures about resource-based view theory, dynamic capability theory, marketing dynamic capability and environment uncertainty and lays the theory foundation of the research. Based on theoretical analysis and deductive inference, Chapter three constructs the overall theory research model. Then the research design and research samples are expounded. Chapter four focuses on the dimensions of marketing dynamic capability, constructs the second-order model of marketing dynamic capability and relationship model of marketing dynamic capability’s dimension. After that, this paper also carries out empirical research for the two models. Chapter five explores the antecedents of marketing dynamic capability and discovers the building mechanisms of marketing dynamic capability through theoretical analysis and empirical test. Chapter six sums up the conclusion of empirical studying and proposes managerial implications, then puts forward the limitation and future research direction of the research. Using a dataset collected from 361 Chinese international enterprise, as well as factor analysis, structural equation modeling method, the study found empirical support for the theoretical model and the hypothesis. Synthesizing the exploration and analysis of this paper thoroughly, the main research conclusions can be drawn from three aspects: First, marketing dynamic capability can be defined as the responsiveness and efficiency of cross-functional business processes for creating and delivering customer value in response to market changes. Four cross-functional business processes-product development management, customer relationship management, supply chain management, and market research and information utilization management-are the key dimensions of an enterprise’s marketing dynamic capabilities. In order to realize the leverage of marketing dynamic capabilities, the enterprise has to play the cooperative relation role of these core processes. Second, from the view of manager, environment-perceiving mechanism and resource-picking mechanism are two important antecedent factors of marketing dynamic capabilities. Both the degree of environment uncertainty managers perceived and the type and quantity of resources managers chose to invest in the company’s marketing activities will influence the core process of marketing dynamic capabilities, such as product development management, customer relationship management, supply chain management, and market research and information utilization management etc. Then, the two mechanisms will influence the building and developing of marketing dynamic capabilities positively. Third, from the view of enterprise, organization-learning mechanism and capability-building mechanism are two other important antecedent factors of marketing dynamic capabilities. Organization-learning mechanism will influence the product development management, supply chain management, market research and information utilization management, while capability-building mechanism will influence product development management, customer relationship management, market research and information utilization management through the construction of organizational structure and organizational culture. Then, they work together to promote the construction of marketing dynamic capabilities. Compared with existing studies, the theoretical contribution and innovation of this research are manifested as follows: First, this study enriches the dimensions of marketing dynamic capability, builds the relation model of marketing dynamic capability’s dimension and conducts an empirical test. All of the work deepens the exploration on the conceptualization and operationalization of marketing dynamic capability. Second, taking the resource-based view theory and dynamic capability theory as the theoretical foundation, this study gives an overall look at the antecedent factors of marketing dynamic capability. In this research, Chinese international enterprise’s marketing dynamic capability are found to be influence by Chinese international enterprise’s environment-perceiving mechanism, resource-picking mechanism, organization-learning mechanism and capability-building mechanism. Third, this study used theoretical analysis and empirical test to discover the developing mechanism of marketing dynamic capability. It is found that Chinese international enterprise’s environment-perceiving mechanism, resource-picking mechanism, organization-learning mechanism and capability-building mechanism can influence the four core marketing processes respectively and facilitate the operation of these cross-functional marketing processes to promote the development of marketing dynamic capability.
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