前导因素及其对营销创新绩效的影响——基于知识视角的动态营销能力

从知识管理流程的角度探讨动态营销能力范畴及其测量, 构建企业IT应用能力、营销团队支持、营销人员自主性三个因素与动态营销能力及其营销创新绩效的关系并提出研究假设, 运用AMOS18.0软件对来自450个企业样本的数据进行检验。结果表明:动态营销能力直接影响营销创新绩效;IT应用能力、营销团队支持对动态营销能力具有显著影响;营销人员自主性对动态营销能力的影响不显著。

Antecedents and the Influence on Marketing Innovation Performance -Based on Dynamic Marketing Capabilities from the Perspective of Knowledge

This article discusses, from the perspective of Knowledge Management Process, capability categories and measurements of Dynamic Marketing Capabilities, cultivation of enterprise IT competence, marketing team support, and the relationship between three factors of marketing personnel autonomy, dynamic marketing ability and marketing innovation performance. Further, the article makes a research hypothesis and uses the AMOS18.0 software to analyze data from 450 enterprise samples to test the hypothesis. The result shows that Dynamic Marketing Capabilities directly affects marketing innovation performance and that IT competence and marketing team support greatly influence Dynamic Marketing Ability while marketing personnel autonomy affects little.