近年来,零售企业分店倒闭现象频繁发生,如何促进零售企业持续健康发展受到了越来越多的关注。进入20世纪90年代以后,市场环境的动荡程度日益加剧,将营销能力与动态能力相结合进行研究成为了一种趋势。本文首先陈述了国内零售企业发展现状,其次,浅析了动态营销能力的概念以及对零售企业成长的影响,最后,对零售企业的成长提出了一些建议。 In recent years, the collapse of retail branches frequently occur, and how to promote the sustained and healthy development of retail enterprises by more and more attention. Since the 1990s, the turbulence of the market environment has been aggravated. It has become a trend to study the combination of marketing capabilities and dynamic capabilities. This paper first states the current situation of the development of domestic retail enterprises, followed by the analysis of the concept of dynamic marketing capabilities and the impact on the growth of retail enterprises. Finally, some suggestions for the growth of retail enterprises are put forward.