外部知识获取、品牌进化与营销绩效实证研究

现代企业获取竞争优势的关键不仅取决于企业能够掌控的内部知识,也来自于超越企业边界的外部知识,通过外部知识获取促使企业在市场竞争中增强营销能力、提升营销绩效。本文基于回族老字号企业的239份样本数据分析,得出以下结论:外部知识是促进品牌进化的重要知识来源,外部知识获取基于品牌进化提高营销绩效;企业外部知识的获取对品牌进化产生显著的正向影响;企业合作伙伴和竞争对手的技术创新知识、市场知识提升了品牌运营能力,来自顾客的品牌知识促进企业品牌形象不断提升,加强外部知识管理将显著提升企业品牌进化水平。因此,企业应重视外部知识的价值;管理外部知识来源,提高品牌运营水平;加强外部知识利用方式的管理,主动创新知识管理以促进品牌进化。

The key to obtain the competitive advantages for modern enterprises depends on not only the internal knowledge, but also the external knowledge beyond the enterprise boundary, which makes enterprises get the marketing abilities in market competition and enhance marketing performance. Based on the analysis of 239 samples of the Hui time-honored brand, external knowledge is an important source of knowledge to promote brand evolution, and external knowledge acquisition is based on brand evolution to achieve marketing performance. The acquisition of external knowledge has a significantly posi- tive impact on the brand evolution. The technical innovation knowledge from the market business partners and competitors enhances the brand operation ability, and the customer brand knowledge promotes the improvement of brand image con- stantly, and strengthening the external knowledge management will significantly promote the brand evolution. Therefore, enterprises should pay attention to the role of external knowledge, manage the sources of external knowledge to improve the level of the brand operation, and strengthen the management of the external knowledge utilization to create knowledge management as to promote brand evolution.