企业动态能力与品牌营销策略关系:吸收能力的中介作用——以新疆科技型中小企业为例

新疆财经 ›› 2015,Issue (1): 21-26.

企业动态能力与品牌营销策略关系:吸收能力的中介作用——以新疆科技型中小企业为例

丁宇¹, 王卫江², 刘正刚², 李文胜²

1.新疆农业大学经济与贸易学院,新疆乌鲁木齐 830052;
2.新疆农业大学林学与园艺学院,新疆乌鲁木齐 830052

收稿日期:2014-11-10 出版日期:2015-02-25 发布日期:2020-12-14
作者简介:丁宇(1971-),男,副教授,博士,研究方向:企业战略管理、农林企业品牌运营与创新;王卫江(1969-),男,实验师,研究方向:农林企业经济;刘正刚(1973-),男,讲师 ,研究方向:园林企业经济;李文胜(1968-),男,副教授,博士,研究方向:农林经济管理。
基金资助:
新疆维吾尔自治区科学技术协会决策咨询项目“新疆科技型中小企业开放式创新模式研究”(xjkx-14-3)

The Relationship between Dynamic Capability of Enterprises and Brand Marketing Strategies : Mediating Role of Absorptive Capacity——Taking High-tech SMEs in Xinjiang as an Example

Ding Yu, Wang Weijiang, Liu Zhenggang, Li Wensheng

Xinjiang Agricultural University, Urumqi 830052, China

Received:2014-11-10 Online:2015-02-25 Published:2020-12-14

摘要/Abstract

摘要： 本文引入吸收能力变量,探讨企业动态能力影响品牌营销策略的途径;提出变量间关系的理论假设,并以新疆科技型中小企业为例进行实证分析。结果表明:企业动态能力对吸收能力影响显著;企业吸收能力对品牌营销策略影响显著;企业吸收能力部分中介了动态能力对品牌营销四个策略组合的影响作用;识别知识能力、评价知识能力、消化知识能力、应用知识能力等方面可以成为企业提升吸收能力的途径,进而通过吸收能力的提升促进企业动态能力对品牌营销策略的影响,达到提升品牌营销策略水平的目的。

关键词: 动态能力, 品牌营销策略, 吸收能力, 科技型中小企业

Abstract: Based on the concept of absorptive capacity variables, this paper discusses the way of the enterprises’ dynamic ability influencing its brand marketing strategy. This paper presents theoretical assumptions relationships between variables, and makes an empirical analysis of Xinjiang’s high-tech SMEs as an example. The results showes that dynamic capabilities has significant influence on the absorption capacity; absorptive capacity has a significant positive effect on the four brand marketing strategy; Between dynamic capability and the four Brand marketing strategy, absorptive capacity plays a part intermediary relationship. From knowledge and ability to identify, to evaluate the knowledge, to digest the knowledge, to apply knowledge of the four areas, enterprises could enhance the absorptive capacity, thereby cultivate their Dynamic capability to enhance the brand marketing strategy level.

Key words: Dynamic Capability, Brand Marketing Strategy, Absorptive Capacity, High-tech SMEs

中图分类号:

F274

丁宇, 王卫江, 刘正刚, 李文胜. 企业动态能力与品牌营销策略关系:吸收能力的中介作用——以新疆科技型中小企业为例[J]. 新疆财经, 2015, (1): 21-26.

Ding Yu, Wang Weijiang, Liu Zhenggang, Li Wensheng. The Relationship between Dynamic Capability of Enterprises and Brand Marketing Strategies : Mediating Role of Absorptive Capacity——Taking High-tech SMEs in Xinjiang as an Example[J]. Finance & Economics of Xinjiang, 2015, (1): 21-26.

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