CAJ | 학술논문

本文在剖析企业战略能力内涵的基础上,探索企业战略能力对企业营销绩效的影响机理。通过理论分析将企业战略能力划分为动态能力和市场导向两个维度,提出企业战略能力的培育和形成能够在动态能力和市场导向两个方面引导企业选择适合其发展的品牌营销策略,从而提升企业营销绩效,在此基础上,借助新疆G公司案例进行实证分析,使其理论结论得到验证。
본문재부석기업전략능력내함적기출상,탐색기업전략능력대기업영소적효적영향궤리。통과이론분석장기업전략능력화분위동태능력화시장도향량개유도,제출기업전략능력적배육화형성능구재동태능력화시장도향량개방면인도기업선택괄합기발전적품패영소책략,종이제승기업영소적효,재차기출상,차조신강G공사안례진행실증분석,사기이론결론득도험증。
On the basis of analysis of the connotation of enterprise strategic capability, the paper discusses the impact mechanism of the enterprise＇ s strategic capability on marketing performance. Through theoretical analysis, the paper divides corporate strate- gic capability into dynamic capabilities and market orientation two dimensions, then the assumption is put forward that the cultiva- tion and formation of corporate strategic capability be able to guide corporate to select the appropriate brand marketing strategy and achieved excellent marketing performance from two aspects of dynamic capabilities and market orientation. The paper takes G Co. , Ltd. as an example to carry out a case study. The results show that the assumption is verified in general.