基于扎根理论的动态营销能力影响因素研究——以IT业为例

Research on Factors Affecting Dynamic Marketing Capability based on Grounded Theory——Taking the IT Industry as the Example

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。

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＆amp;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.