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论文代写:动态能力观对企业营销的战略意义

论文代写:动态能力观对企业营销的战略意义。动态能力存在多种形式,所考虑的企业动态能力是营销能力。营销动态能力的创造本身就是一种战略取向。当环境出现动荡时,组织有必要对动荡做出快速反应。具有动态能力的营销活动在战略上成为一种快速反应方案。为企业所保证的战略导向确保了环境需求与内部能力变化和利用之间存在一种缓和的触发关系。接下来论文代写专家将为同学们讲解下动态能力观对企业营销的战略意义。

这被称为企业动态营销能力DMC,由研究者Bruni和Verona(2009)定义。DMC“专门致力于开发、发布和整合市场知识”(布鲁尼和维罗纳,2009年,第5页)。Barrales-Molina等人(2014)将DMC描述为“利用市场知识采用组织资源和能力的能力”(第409页)。

动态营销能力与战略导向密切相关。营销动态能力的创造本身就是一种战略取向。当环境出现动荡时,组织有必要对动荡做出快速反应。具有动态能力的营销活动在战略上成为一种快速反应方案。为企业所保证的战略导向确保了环境需求与内部能力变化和利用之间存在一种缓和的触发关系。根据支持市场营销的其他协调动态能力进行重新配置活动。所有这些及时的反应将确保组织的战略优势。

在动态营销能力方面,战略优势的一些驱动因素是营销感知能力,营销学习能力,最后是营销目标和定位能力(Sukdej和Ussahawanitchakit, 2015)。市场感知能力是指根据需求、客户、竞争对手等要素,了解外部市场环境,并利用这种能力来实现营销的卓越,如营销响应能力和生产力。传感能力开发得越多,公司就越能在竞争中占据战略优势。市场学习能力是指根据对市场的理解,强化企业内部竞争力的能力。这里的重点是根据动态指标了解市场营销的潜力,并利用它来发展内部技能。公司的经验和知识将会增长。市场的市场学习能力越强,其市场感知能力就越强。它的隐性知识将比竞争对手增长得更多,这使它具有了无法模仿的资源的战略优势。营销目标和定位能力是一个企业识别正确的目标市场和使用正确的选择能力进行营销的能力,以确定自己在市场的长期行业领导者。

This is called as dynamic marketing capabilities DMC of the firm and is defined by researchers Bruni and Verona (2009). DMC is “specifically aimed at developing, releasing and integrating market knowledge” (Bruni and Verona, 2009, p.5). Barrales-Molina et al. (2014) describe DMC as “the capabilities that use market knowledge to adopt organizational resources and capabilities” (p.409).

Dynamic marketing capabilities go hand in hand with strategic orientation. The creation of dynamic capabilities for marketing is in itself a strategic orientation. When there is environmental turbulence, there is a necessity for the organization to respond quickly to the turbulence. Marketing activities with dynamic capabilities hence become a form of quick response scheme strategically speaking. The strategic orientation guaranteed for the firm ensures that a moderating trigger-relationship between environment necessities and internal capabilities change and utilization exists. Reconfiguration activities in terms of other coordinated dynamic capabilities that support marketing will be done. All this timely response will assure strategic advantages for the organization.

Some of the drivers of strategic advantages in terms of dynamic marketing capabilities are the marketing sensing capability, the marketing learning capability and finally the marketing targeting and positioning capability (Sukdej and Ussahawanitchakit, 2015). Market sensing capabilities are the ability to learn external market environment according to the elements of demand, customers, competitors etc. and use this in order achieves marketing excellence such as marketing responsiveness and productivity. The more the sensing capability is developed, the more the firm would be able to have strategic advantage over its competitors. Market learning capability is defined as that ability to strengthen the internal competencies according to an understanding of the market. Here the focus is on learning about potential of marketing within the market as per the dynamic indicators and using this to develop internal skills. Experience and knowledge of the company will grow. The more the market learning capability of the market, the better will be its market sensing capability. Its tacit knowledge will grow more compared to its competitors and this gives it the strategic advantage of un-imitable resources. Marketing targeting and positioning capability are the ability of a firm to identify the right target market and use the right selection of capabilities for marketing in order to identify itself as industry leader in the market in the long run.

以上内容就是论文代写专家讲解的动态能力观对企业营销的战略意义。如果同学们没有足够的时间来完成英语论文与作业,论文代写推荐留学生选择英国论文代写Advancedthesis服务。因为其服务公司的论文创作专家团队由高素质和经验丰富的学术作家组成,保障论文创作质量且与合理的论文代写价钱。除此之外,还为留学生提供essay代写、毕业论文代写、硕士论文代写等服务,从而让留学生们轻松应对论文写作并创作出专属个人的优秀论文!