The Model And Empirical Research On Dynamic Marketing Capabilities Of Enterprises Based On Intangible Marketing Resources

At present，our country is at the critical stage which is in the transformation ofeconomic development and promote the optimization and upgrading of industrial structure,many industries are experiencing technological changes, market changes and businessmodel changes. The market environment is unpredictable, the competition amongenterprises is more intense and blend trends between industries are becoming increasinglyevident. So how to deal with market changes, how to effectively use intangible marketingresources to cultivate and improve dynamic marketing capabilities to get competitiveadvantages is a big problem and widespread concern for enterprises.The academic field isalso concerning about this subject and studying very hard,so this subject has obvioustheoretical and practical significance.This study is based on resource-based theory(RBT)and dynamic marketingcapabilities(DMC),then sort out and study the literature about intangible resources,dynamic marketing capabilities, competitive advantages and their relationship. on the basisof these study,this research proposes that dynamic marketing capabilities is the capabilitiesin order to response to market changes rapidly,enterprises enhance market awareness,integrate and reconfigurate internal and external market resources, improve products andservices, update the marketing business processes to create greater competitiveadvantages.This research constructs theoretical assumptions and a relational model aboutintangible marketing resources, dynamic marketing capabilities and competitive advantages,intangible marketing resources are composed of knowledge resource,brand resource andrelationship resource,dynamic marketing capabilities are compsed of market awarenesscapability,resource intergration capability and resource reconfiguration capability.Then thestudy designs and develops a questionnaire according to previous studies combined withenterprises in-depth interviews to conduct270sample survey. Using SPSS20.0andAMOS20.0to deal with and analysis survey data. In the end,the research get the conclusionand dissussion, and proposes the suggestions to enterprises management and marketingpractice.Through theoretical study and empirical test,the results show that, firstly, intangiblemarketing resources(knowledge resource,brand resources,relationship resources) have a positive impact on dynamic marketing capabilities;secondly, dynamic marketingcapabilities have a positive impact on competitive advantages; thirdly, intangible marketingresources have a positive impact on competitive advantages, and dynamic marketingcapabilities play an active intermediary effect of this influence in this process;fourthly,competition intensity play an active mediating effect in the relationship between dynamicmarketing capability and competitive advantages.This research deconstructs the relationship among resources, capabilities andcompetitive advantages, further clarifys the role of dynamic marketing capabilities in therelationship between intangible marketing resources and competitive advantages.Thisresearch hope to provide a reference for the theoretical study of dynamic marketingcapabilities and the development of corporate marketing capabilities.