企业能力营销的影响机理研究

A Research of the Influencing Mechanism of Enterprise Competence Marketing

笔者在回顾能力营销研究的基础上重点探讨能力营销的影响机理。研究发现能力营销是能力属性、营销双方特性、组织文化距离、双方关系质量以及客户价值和企业价值等变量的函数,但这些变量与能力营销之间的作用机理并不相同,各自的具体影响作用也存在差异性。这在理论上识别和揭示了能力营销的情境条件,为企业制定能力营销策略和有效开展能力营销活动提供指导。

On the basis of a review of the researches on competence marketing, the authors explore the influencing mechanism of competence marketing. The research finds that competence marketing is the function of the variables of competence attribute, the characteristics of the two marketing parties, organizational culture distance, the relationship between the two parties, customer value and enterprise value, but the function mechanisms between these variables and competence marketing are different. Their respective influences are also different, which can theoretically identify and disclose the situational conditions of competence marketing, and provide practical guidance for firms making competence marketing strategies and developing competence marketing activities.