企业持续营销能力与企业绩效关系的研究

企业持续营销能力是以内部顾客获得满意为基础,以外部顾客及竞争者为导向协调企业内部组织,使企业内部与外部市场信息得到交换,通过学识的积累,制定有效的营销战略和策略,从而使企业获得持续发展的能力;企业持续营销能力由营销文化、营销学习能力和营销运作能力三个层面要素组成,其各组成要素存在作用关系并对企业绩效产生作用影响;营销文化对营销学习能力和营销运作能力有正向的显著作用影响,营销学习能力对营销运作能力有正向的显著作用影响;营销文化和营销学习能力对企业长期绩效有正向的显著影响,而营销运作能力对企业短期绩效的作用影响大于对企业长期绩效的作用影响。

Relationships between Sustainable Marketing Capability and Business Performance

The sustainable marketing capability is defined as one of sustainable development capabilities,which distinguishes from the traditional view on single marketing functional capability.It includes marketing culture,marketing learning capability and marketing operating capability.These three factors influence each other and have some impact on business performance.Marketing culture has a direct positive impact on marketing learning capabilities and marketing operating capabilities.Marketing learning capabilities have a direct positive impact on marketing operating capabilities.Marketing culture and marketing learning capabilities have a direct positive impact on long-period business performance,and marketing operating capabilities have more direct and positive impacts on short-period business performance than on long-period business performance.