摘要
复杂的动态竞争环境对企业的营销实践提出了更高要求。基于整合营销传播理论的动态营销能力构建,是以创新能力、反应能力及关系能力为核心能力特征的动态资源,是持续获取企业良好营销绩效的重要来源。增强组织对环境变化的敏感性与适应性,可以提升企业的反应能力,剖析利益相关者需求并关注其变动可以实现与之的良好关系,个人与组织的知识管理,有利于提升企业的创新能力。三种能力互相作用,形成动态营销能力不断提升的推动系统。
The intricate and dynamic competitive environment has come up with higher requirements for the enterprises＇ marketing practices.Construction of dynamic marketing capabilities based on integrated marketing communication（IMC） is company’s dynamic resource characterized by core capabilities of innovation,response and relationship,and it is also an important way to win persistent marketing performance for companies.This paper probes that the capability of response can be improved by strengthening environmental sensibility and adaptability;the capability of relationship can be achieved by analyzing the demands of stakeholders and paying close attention to their changes;and the capability of innovation can be enhanced by means of individual and organizational knowledge management.The interaction of these capabilities will construct the persistent advanced system of dynamic marketing capabilities.
出处
《企业经济》
北大核心
2012年第2期88-92,共5页
Enterprise Economy
关键词
整合营销传播
利益相关者
动态营销能力
integrated marketing communication（IMC）
stakeholders
dynamic marketing capabilities
