CAJ | 학술논문

本文引入吸收能力变量，探讨企业动态能力影响品牌营销策略的途径；提出变量间关系的理论假设，并以新疆科技型中小企业为例进行实证分析。结果表明：企业动态能力对吸收能力影响显著；企业吸收能力对品牌营销策略影响显著；企业吸收能力部分中介了动态能力对品牌营销四个策略组合的影响作用；识别知识能力、评价知识能力、消化知识能力、应用知识能力等方面可以成为企业提升吸收能力的途径，进而通过吸收能力的提升促进企业动态能力对品牌营销策略的影响，达到提升品牌营销策略水平的目的。
본문인입흡수능력변량，탐토기업동태능력영향품패영소책략적도경；제출변량간관계적이론가설，병이신강과기형중소기업위례진행실증분석。결과표명：기업동태능력대흡수능력영향현저；기업흡수능력대품패영소책략영향현저；기업흡수능력부분중개료동태능력대품패영소사개책략조합적영향작용；식별지식능력、평개지식능력、소화지식능력、응용지식능력등방면가이성위기업제승흡수능력적도경，진이통과흡수능력적제승촉진기업동태능력대품패영소책략적영향，체도제승품패영소책략수평적목적。
Based on the concept of absorptive capacity variables, this paper discusses the way of the enterprises’ dynamic ability influencing its brand marketing strategy.This paper presents theoretical assumptions relationships between variables, and makes an empirical analysis of Xinjiang’ s high-tech SMEs as an example.The results showes that dynamic capabilities has significant influence on the absorption capacity;absorptive capacity has a significant positive effect on the four brand marketing strategy;Be-tween dynamic capability and the four Brand marketing strategy, absorptive capacity plays a part intermediary relationship.From knowledge and ability to identify, to evaluate the knowledge, to digest the knowledge, to apply knowledge of the four areas, en-terprises could enhance the absorptive capacity, thereby cultivate their Dynamic capability to enhance the brand marketing strate-gy level.