摘要
新冠疫情危机给企业带来巨大的影响,危机管理成为当下研究热点方向,文章从营销的角度探寻适合企业处理危机的方法,在动荡环境中,动态能力能够赋予企业力量,更好的面对和处理危机。文章根据已有的理论基础,着重分析了动态能力与危机管理的理论关系以及创业营销与危机管理的理论关系,在此理论基础之上,初步构建出创业营销、动态能力与危机管理的关系模型。
The COVID-19 crisis has a huge impact on enterprises.Crisis management has become a current research hotspot.The article explores a method suitable for enterprises to deal with crises from a marketing perspective.In a turbulent environment,dynamic capabilities can give enterprises strength and a better condition to deal with the crisis.Based on the existing theoretical basis,the article focuses on the theoretical relationship between dynamic capabilities and crisis management and the theoretical relationship between entrepreneurial marketing and crisis management.Based on this theoretical basis,the relationship model of entrepreneurial marketing,dynamic capabilities and crisis management is initially constructed.
作者
吴瑶瑶
焦晓波
WU Yao-yao;JIAO Xiao-bo(Anhui University of Finance and Economics,Bengbu 233000,China)
出处
《价值工程》
2020年第31期245-247,共3页
Value Engineering
基金
安徽省高校人文社科重大项目(SK2019ZD38)。
关键词
创业营销
动态能力
危机管理
危机管理阶段
entrepreneurial marketing
dynamic capabilities
crisis management
crisis management stage
