国际化企业的营销动态能力的影响研究

Research on the Effect of Marketing Dynamic Capabilities of International Enterprise

近年来,全球化发展趋势更加明显,国内多数企业积极寻找机会实行国际化战略。营销动态能力是动态能力在企业营销方面的特殊形式,文章从营销动态能力定义及影响入手,通过归纳联想、华为这类成功的国际化企业发展情况,认为企业在不同发展阶段其营销动态能力有所不同,营销动态能力对企业国际化发展产生直接影响,并针对我国企业发展情况提出企业文化应明确该企业生存和发展原则,形成相对完整的价值观、规范体系;定期开展员工培训工作、提升整个企业的营销动态能力;企业还要创设良好的氛围、积极进行基础创新,有效外化企业价值观等策略。

In recent years, the development of globalization trend is more and more obvious, most domestic enterprises try to actively look for opportunities to implement internationalization strategy. Marketing dynamic capability is a special form of dynamic capabilities in the enterprise marketing, the study from the definition and the influence of marketing dynamic capabilities, by learning the successful experience of the internationalization of enterprises like Lenovo, Huawei, it makes the following conclusion： enterprises in different stages of development has different marketing strategies, the marketing dynamic capabilities have a direct impact on enterprise internationalization development. And aiming at Chinese enterprise development, it puts forward the corresponding development strategies： we should make clear development strategy, form complete value and normal system, cultivate talents, upgrade the marketing dynamic capabilities, create well environment for development and innovation and so on.