资源基础的营销能力构成研究

On Composition of Marketing Capacity Based on RBV

资源基础观认为 ,特异的资源与能力是企业竞争优势的来源。基于资源的企业营销能力分析框架由三个层次的内容构成 :营销文化、营销战略与营销运作 ,它是企业在与环境互动过程中实现竞争优势的重要手段。三个构成部分的有机整合为企业提供了优越的营销能力、竞争能力。

From the view of RBV, special resources and capacity are the source of competitive advantages. The composition of corporate marketing capacity includes three elements: marketing culture, marketing strategy and marketing operation which serves as the important means to realize competitive adventages in the interaction between enterprises and environment. These elements are intergrated, to offer enterprises supassing marketing capacity and competitive power.