本文選題：無形營銷資源　切入點(diǎn)：動態(tài)營銷能力　出處：《北京理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前我國處在轉(zhuǎn)變經(jīng)濟(jì)發(fā)展方式、促進(jìn)產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化升級的關(guān)鍵階段，許多行業(yè)正經(jīng)歷著技術(shù)變革、市場變革和商業(yè)模式變革，市場環(huán)境變幻莫測，企業(yè)間的競爭更加激烈，行業(yè)間的交融趨勢也日趨明顯。對于企業(yè)來說，如何應(yīng)對環(huán)境變化、如何有效利用無形營銷資源培育和提高企業(yè)動態(tài)營銷能力，以在更加激烈的國內(nèi)外競爭中獲取優(yōu)勢，是企業(yè)廣泛關(guān)心的問題，，也是學(xué)術(shù)界正在研究的前言課題，因此本文的研究就有重要的理論和現(xiàn)實(shí)研究意義。 本文基于資源基礎(chǔ)理論與動態(tài)營銷能力理論的研究，通過對無形資源、動態(tài)營銷能力、競爭優(yōu)勢及其相互關(guān)系的國內(nèi)外文獻(xiàn)進(jìn)行梳理和研讀，認(rèn)為動態(tài)營銷能力是企業(yè)為快速響應(yīng)市場變化而加強(qiáng)市場認(rèn)知和整合、重構(gòu)內(nèi)外部營銷資源，以改進(jìn)產(chǎn)品、服務(wù)和營銷業(yè)務(wù)流程，創(chuàng)造更大競爭優(yōu)勢的能力。提出了營銷資源、動態(tài)營銷能力和競爭優(yōu)勢各變量之間關(guān)系的研究假設(shè)并構(gòu)建了理論模型，其中無形營銷資源包括知識資源、品牌資源和關(guān)系資源，動態(tài)營銷能力包括市場認(rèn)知能力、資源整合能力和資源重構(gòu)能力。根據(jù)已有的研究并結(jié)合深度訪談了解的企業(yè)實(shí)際狀況設(shè)計(jì)開發(fā)了測量問卷，獲得了270家企業(yè)樣本數(shù)據(jù)，運(yùn)用SPSS20.0和AMOS20.0軟件對數(shù)據(jù)進(jìn)行處理與分析，得出了假設(shè)檢驗(yàn)結(jié)果。最后，得出本研究的結(jié)論，進(jìn)行討論并對企業(yè)管理與營銷實(shí)踐提出建議。 通過理論研究和實(shí)證檢驗(yàn)得出的研究結(jié)果表明，知識資源、品牌資源、關(guān)系資源作為無形營銷資源對企業(yè)動態(tài)營銷能力具有積極影響；動態(tài)營銷能力對競爭優(yōu)勢有積極影響；無形營銷資源對競爭優(yōu)勢有積極影響，動態(tài)營銷能力在這個(gè)影響過程中發(fā)揮積極的中介效應(yīng)。研究結(jié)果解構(gòu)了資源、能力、競爭優(yōu)勢的關(guān)系，進(jìn)一步明確了動態(tài)營銷能力在無形營銷資源與競爭優(yōu)勢關(guān)系中的作用，期望為動態(tài)營銷能力的理論研究和企業(yè)營銷能力建設(shè)提供借鑒參考。
[Abstract]:At present, our country is in the crucial stage of changing the mode of economic development and promoting the optimization and upgrading of industrial structure. Many industries are experiencing technological changes, market changes and business model changes, market environment is unpredictable, and the competition among enterprises is more intense. For enterprises, how to cope with the change of environment, how to effectively use intangible marketing resources to cultivate and improve the dynamic marketing ability of enterprises, in order to gain advantages in more fierce competition at home and abroad, It is also a foreword topic that the academic circles are studying, so the research of this paper has important theoretical and practical significance. Based on the research of resource-based theory and dynamic marketing ability theory, this paper combs and studies the literature of intangible resources, dynamic marketing ability, competitive advantage and their relationship with each other at home and abroad. It is considered that dynamic marketing ability is the ability of enterprises to strengthen market cognition and integration, to reconstruct internal and external marketing resources, to improve products, services and marketing business processes, and to create greater competitive advantages in order to respond to market changes quickly. This paper studies the relationship between dynamic marketing ability and competitive advantage variables and constructs a theoretical model, in which intangible marketing resources include knowledge resources, brand resources and relational resources, dynamic marketing capabilities include market cognitive ability. Resource integration ability and resource reconfiguration ability. According to the existing research and combined with in-depth interviews to understand the actual situation of the enterprise design and development of the questionnaire, obtained 270 enterprise sample data, using SPSS20.0 and AMOS20.0 software to process and analyze the data, Finally, the conclusion of this study is drawn, and the suggestions on enterprise management and marketing practice are put forward. The results of theoretical research and empirical test show that knowledge resources, brand resources and relational resources have a positive impact on the dynamic marketing ability of enterprises as intangible marketing resources, dynamic marketing capabilities have a positive impact on competitive advantage. The intangible marketing resources have a positive influence on the competitive advantage, and the dynamic marketing ability plays a positive intermediary effect in this process. The research results deconstruct the relationship among the resources, the ability and the competitive advantage. The function of dynamic marketing ability in the relationship between intangible marketing resources and competitive advantage is further clarified, which is expected to provide a reference for the theoretical study of dynamic marketing capability and the construction of enterprise marketing capability.
【學(xué)位授予單位】：北京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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