本文選題：營(yíng)銷能力 + 創(chuàng)新績(jī)效　； 參考：《科技管理研究》2015年05期

【摘要】：隨著技術(shù)變革與市場(chǎng)競(jìng)爭(zhēng)的加劇,企業(yè)為維護(hù)市場(chǎng)優(yōu)勢(shì)地位必須在營(yíng)銷管理等核心職能領(lǐng)域培育差異化能力,但營(yíng)銷能力與創(chuàng)新績(jī)效邏輯關(guān)系的研究結(jié)論還存在諸多不一致。以資產(chǎn)觀、知識(shí)觀和流程觀為分析基礎(chǔ),從營(yíng)銷能力內(nèi)涵界定與測(cè)量模型概念剖析切入,梳理營(yíng)銷能力與創(chuàng)新績(jī)效關(guān)系研究的基本觀點(diǎn)與結(jié)論,著力討論營(yíng)銷能力與創(chuàng)新績(jī)效關(guān)系有效性的理論邊界與作用條件。最后對(duì)文獻(xiàn)分析結(jié)論進(jìn)行討論,并就營(yíng)銷能力與創(chuàng)新績(jī)效未來研究進(jìn)行展望,以期對(duì)后續(xù)研究有所啟發(fā)。
[Abstract]:With the aggravation of technology change and market competition, in order to maintain the market superiority, enterprises must cultivate differentiation ability in the core functional fields such as marketing management, but the conclusion of the logical relationship between marketing ability and innovation performance is still inconsistent.Based on the concept of assets, knowledge and process, this paper analyzes and analyzes the concept of the definition and measurement model of marketing capability, and combs the basic viewpoints and conclusions of the research on the relationship between marketing ability and innovative performance.The theoretical boundary and function conditions of the relationship between marketing ability and innovation performance are discussed.Finally, the conclusion of literature analysis is discussed, and the future research on marketing ability and innovation performance is prospected in order to enlighten the future research.
【作者單位】： 重慶理工大學(xué)管理學(xué)院;中國社會(huì)科學(xué)院中小企業(yè)研究中心;
【基金】：教育部人文社會(huì)科學(xué)研究項(xiàng)目“動(dòng)蕩環(huán)境下企業(yè)營(yíng)銷動(dòng)態(tài)能力:模型、機(jī)制與開發(fā)應(yīng)用策略研究”(13XJC630010) 重慶高校創(chuàng)新團(tuán)隊(duì)建設(shè)計(jì)劃項(xiàng)目“企業(yè)戰(zhàn)略與技術(shù)創(chuàng)新”(KJTD201318) 重慶市社會(huì)科學(xué)規(guī)劃基金項(xiàng)目“重慶互聯(lián)網(wǎng)金融企業(yè)商業(yè)模式創(chuàng)新研究”(2014QNGL46)
【分類號(hào)】：F274;F273.1

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【共引文獻(xiàn)】

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1 楊瑞;楊q，

本文編號(hào)：1754111