| 基于资源战略观的营销资源层级模型研究 |
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| 引用本文： | 韩德昌,王亚江.基于资源战略观的营销资源层级模型研究[J].南开学报,2009(2). |
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| 作者姓名： | 韩德昌 王亚江 |
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| 作者单位： | 韩德昌,Han Dechang(南开大学商学院,天津,300071);王亚江,Wang Yajiang(南开大学商学院)
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| 摘 要： | 我们基于企业资源战略观和市场营销理论构建的营销资源层级模型,揭示出营销资源是一个多层级、多维度的资源体系,营销资源向企业绩效的转化是通过层级递进机制进行的,即基础营销资源转化成为营销能力,营销能力转化成为市场资产,再由市场资产转化成为企业绩效.基于营销资源层级模型,我们提出了有关营销资源层级作用提升企业绩效的系列命题,但这些命题有待实证的检验.
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| 关 键 词： | 资源战略观 基础营销资源 营销能力 市场资产 |
On a Hierarchical Model of Marketing Resources Based on Resource Strategic View |
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| Han Dechang,Wang Yajiang.On a Hierarchical Model of Marketing Resources Based on Resource Strategic View[J].Nankai Journal,2009(2). |
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| Authors: | Han Dechang Wang Yajiang |
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| Abstract: | Based on the firm resource strategic view and marketing theory,the paper puts forward a hierarchical model of marketing resources,which suggests that marketing resources is a resources system with multi-layers and multi-dimensions.The transforming process from marketing resources to firm performance is in the hierarchical order,such as basic marketing resources to marketing capabilities,marketing capabilities to market-based assets,and then market-based assets to firm performance. Based on the model,the pap... |
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| Keywords: | Resource Strategic View Basic Marketing Resources Marketing Capabilities Market-based Assets |
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