企业动态营销能力构成维度及其路径关系——基于扎根理论的探索性研究

运用扎根理论方法,在中国市场环境和营销实践背景下,通过开放编码、主轴编码和选择性编码和模型构建,对于动态营销能力的构成要素及其相互关系进行质性分析.研究结果表明,动态营销能力涵盖市场感知、市场知识吸收、渠道联盟、顾客联结、市场创新、品牌价值提升和响应顾客能力七个维度,构建了动态营销能力结构体系及其路径关系模型,并进一步揭示了各个能力的作用机理,动态营销能力的维度彼此相互关联,通过知识创造、资源联合与整合以及资源释放过程共同影响企业的绩效与可持续竞争优势.

The Dimensions and the Path Relationship of Dynamic Marketing Capabilities:An Explorative Study Based on Grounded Theory

Based on grounded theory, this paper is designed to explore the dimensions of dynamic marketing capabilities in the context of Chinese market environment and marketing practice. Through open coding, axial coding,selective coding and modeling, the results show that the structural system of dynamic marketing capabilities includes market sensing, market knowledge absorbing, channel bonding, customer linking, marketing innovation, brand value enhancing and customer responsiveness capabilities. The paper constructs a conceptual model of the seven dimensions and the path relationship of dynamic marketing capabilities, further revealing the function mechanism of the various capabilities. The results indicate that various dimensions of dynamic marketing capabilities are interrelated and contribute to firm performance and sustainable competitive advantage through the process of knowledge creating,resources combining,integrating and releasing.