海外营销资产寻求与企业能力体系构建——以154家跨国公司为样本

针对中国跨国公司在更深层次地融入全球竞争中如何将海外市场的优质资产转化为自身能力的问题,以154家跨国公司为样本,将海外营销资产分为知识型营销资产和关系型营销资产,探讨了两类营销资产的价值属性,以及两类营销资产对跨国公司能力体系构建的影响。结果表明:知识型营销资产正向影响跨国公司的创新能力和营销能力,关系型营销资产正向影响跨国公司的营销能力和整合能力,两种营销资产的交互正向影响跨国公司的营销能力。由此建议:中国跨国公司为了应对来自东道国市场的有形和无形壁垒,需要获得知识型营销资产以培育创新能力和营销能力,而为了在海外市场获得较高的认同度,则需要获得关系型营销资产以构建营销能力和整合能力。

In order to solve the problem of how to transform the high-quality assets of overseas markets into their own capabilities when Chinese MNEs are deeply integrated into the global competition,this paper takes 154 MNEs as samples,divides overseas marketing assets into knowledge-based marketing assets and relationship-based marketing assets,and analyzes the value attributes of the two types of marketing assets and their influences on the capability system construction of MNEs.The result shows that:knowledge-based marketing assets have a positive impact on innovation capability and marketing capability,and relationship-based marketing assets have a positive impact on marketing capability and integration capability.The interaction of the two marketing assets has a positive impact on marketing capability.Therefore,in order to deal with the tangible and intangible barriers from the host market,Chinese MNEs need to acquire knowledge-based marketing assets to cultivate innovation capability and marketing capability,and at the same time,in order to gain a high degree of recognition in the overseas market,MNEs need to acquire relationship-based marketing assets to build marketing capability and integration capability.