摘要
基于当今激烈复杂的市场环境,企业要更好地发展,就必须积极开拓更广阔的市场,其中最有效的途径之一就是利用营销联盟,实现各成员的共同协作。同时,面对市场环境的变化,企业能力也呈现持续动态过程,而营销优势源自于动态能力,其不断重构、更新资源,形成与外部环境匹配的新能力。因此,文章基于动态能力视角,研究营销联盟的构建,为企业营销联盟的发展提出提升企业的动态能力、加强企业的跨文化管理、构建企业管理机制及风险管理体系等建议。
Now based on the complex market environment, it is necessary to actively develop a broader market to develop enterprise. Marketing alliances is one of the most effective way. At the same time, due to the change of market environment, enterprise ability also shows continuous dynamic process. And marketing advantage is derived from dynamic capabilities, it constantly refactoring, updating, form a new ability to match the external environment. Therefore, this article, based on dynamic capability perspective and the building of marketing alliance, puts forward scientific and reasonable suggestions for the enterprise marketing alliance.
出处
《改革与战略》
北大核心
2016年第4期125-127,149,共4页
Reformation & Strategy
关键词
动态能力
企业营销
营销联盟
dynamic capability
enterprise marketing
marketing alliance
