中国企业国际营销动态能力的维度构建研究——基于三家企业国际营销实践的理论探索

Dimensions of International Marketing Dynamic Capability in Chinese Enterprises——Theory Exploration on International Marketing of Three Enterprises

复杂、动态的国际环境对国际化企业的营销实践带来了新的挑战,企业必须具备快速适应环境变化的营销动态能力以保持竞争优势。本文在回顾动态能力理论和营销动态能力理论的基础上,选取三家国际化企业进行探索性研究,采用内容分析法挖掘了样本企业资料中体现国际营销特色的高频特征词,在对特征词进行归类的基础上筛选出构成国际营销动态能力的国际产品研发管理、国际供应链管理、国际市场信息管理、跨文化管理及社会关系网络管理等维度,并通过样本企业的国际市场营销实践加以验证,为国际营销动态能力的实证研究提供一个理论框架和平台。

International enterprises are brought forward new challenges during their marketing practices due to the intricate and dynamic international environment. The enterprises must build up marketing dynamic capability to maintain their competitive advantage. This paper which is based on the dynamic capability and marketing dynamic capability theory studies on three typical enterprises. After digging out the most frequent key words among files of sample enterprises by content analysis, we put forward the construct international marketing dynamic capability is constituted by the following dimensions： management of international product development, supply chain, market information, cross culture management and social network management. After testing by the international marketing practices of sample enterprises, the conclusion offers a theoretical framework and a platform for our future research.