技术经济与管理研究
技術經濟與管理研究
기술경제여관리연구
TECHNOECONOMICS & MANAGEMENT RESEARCH
2014年
5期
38-42
,共5页
动态营销%营销能力%扎根理论%IT业
動態營銷%營銷能力%扎根理論%IT業
동태영소%영소능력%찰근이론%IT업
Dynamic marketing%Marketing ability%Grounded theory%IT industry
当前市场竞争环境日益复杂多变，识别关键影响因素以提升其动态营销能力成为企业应对环境变化的重要途径。文章基于20家IT企业中高层营销经理的访谈数据，利用扎根理论研究方法提出了动态营销能力影响因素模型，认为市场感知、供应链响应、客户关系管理以及研究开发四种能力是企业动态营销能力的重要构件，市场环境动荡性是驱使企业提升动态营销能力的强大外力，而高层管理者认知与决断力、文化与经营理念、资源及其调配、情报与IT应用、组织架构与制度适配以及组织学习平台与氛围则直接影响企业动态营销能力的水平。
噹前市場競爭環境日益複雜多變，識彆關鍵影響因素以提升其動態營銷能力成為企業應對環境變化的重要途徑。文章基于20傢IT企業中高層營銷經理的訪談數據，利用扎根理論研究方法提齣瞭動態營銷能力影響因素模型，認為市場感知、供應鏈響應、客戶關繫管理以及研究開髮四種能力是企業動態營銷能力的重要構件，市場環境動盪性是驅使企業提升動態營銷能力的彊大外力，而高層管理者認知與決斷力、文化與經營理唸、資源及其調配、情報與IT應用、組織架構與製度適配以及組織學習平檯與氛圍則直接影響企業動態營銷能力的水平。
당전시장경쟁배경일익복잡다변，식별관건영향인소이제승기동태영소능력성위기업응대배경변화적중요도경。문장기우20가IT기업중고층영소경리적방담수거，이용찰근이론연구방법제출료동태영소능력영향인소모형，인위시장감지、공응련향응、객호관계관리이급연구개발사충능력시기업동태영소능력적중요구건，시장배경동탕성시구사기업제승동태영소능력적강대외력，이고층관리자인지여결단력、문화여경영이념、자원급기조배、정보여IT응용、조직가구여제도괄배이급조직학습평태여분위칙직접영향기업동태영소능력적수평。
The current market environment is increasingly complex, to identify the key factors to enhance their dynamic mark-eting capabilities become an important way for enterprises to cope with environmental change. Based on the survey data of interviewing senior marketing manager from 20 IT enterprises, and using grounded theory method, a theoretical model of the factors affecting dynamic marketing capability is constructed, which indicates that dynamic marketing capability consists of the abilities of market perception, supply chain responsiveness, customer relationship management and R&D, turbulent external environment is the greatest impetus to drive enterprises to enhance their dynamic marketing capability, while senior managers cognition and decision force, corporate culture. Resources and their deployment, intelligence and IT applications, organizational structure and institutional adaptation, organizational learning platform and atmosphere directly determine the level of enterprise dynamic marketing capabilities.
