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本文提出无形营销资源、动态营销能力与竞争优势各变量之间关系的研究假设并构建理论模型,开发测量问卷,获得了270家企业样本数据,运用SPSS20.0和AMOS20.0软件对数据进行检验。结果表明:无形营销资源对动态营销能力具有积极影响;动态营销能力显著影响竞争优势;无形营销资源对竞争优势具有积极影响,动态营销能力在这个影响过程中发挥积极的中介效应。竞争强度对动态营销能力与竞争优势的关系具有调节作用。据此提出管理实践建议。
This paper proposes the hypothesis of hypothesis of the relationship between intangible marketing resources, dynamic marketing ability and competitive advantage variables, constructs the theoretical model, develops the survey questionnaire, obtains the sample data of 270 enterprises, and uses SPSS20.0 and AMOS20.0 software to test the data . The results show that intangible marketing resources have a positive impact on dynamic marketing capabilities, dynamic marketing capabilities significantly affect competitive advantage, intangible marketing resources have a positive impact on competitive advantage, and dynamic marketing capabilities play an active intermediary role in this process. The intensity of competition has a regulating effect on the relationship between dynamic marketing ability and competitive advantage. Based on this, put forward the management practice suggestion.