Research On The Relationship Between Enterprise Dynamic Marketing Capability And Enterprise Performance

In the fierce market competition,the changing business environment brings unlimited business opportunities and endless challenges for companies.Companies are facing not only the changes in the market environment,consumer demand also has a huge change with the increase in income.Traditional marketing methods have been unable to maintain sustainable competitive advantage of enterprises.In facing of market turmoil,companies show different performance differences.So,in facing of the continuous changes in the market environment, how companies should seek high performance and sustainable development has became a common consider topic of business and academic.Therefore,research on this topic has important theoretical and practical significance.This study is based on the careful combing to the related literature at home and abroad, taking the small and medium enterprises as the research object,makes an empirical study on the relationship between the dynamic marketing capability and the enterprise performance. The main contents of the study are as follows:First,on the basis of the results of previous studies,this study divides the dimension of dynamic marketing capability and management innovation of the enterprise and the measurement method of enterprise performance and develops the measurement scale of each variables.These provide a solid theoretical support for future research.Second,we put forward the concept model and research hypothesis of the relationship between the dynamic marketing capability,management innovation and enterprise performance in this research.The management innovation has a partial mediating effect on the relationship between dynamic marketing capability and enterprise performance.Finally,through the investigation of small and medium enterprises in Hebei Province,we have obtained a lot of data.The theoretical model and the hypothesis of the model are empirically tested by using factor analysis and structural equation model analysis.According to the empirical analysis,the conclusions of this study are as follows:(1)The dimensions of dynamic marketing capability of enterprises can improve the performance level of enterprises.(2)The market knowledge management capability and the interface cooperation ability of the dynamic marketing capability can significantly affect the management innovation of enterprises,but customer relationship management capability can not affect the management innovation behavior of enterprises.(3)Both of the exploratory management innovation and the exploitative management innovation can improve enterprise performance level,but from the actual situation of the enterprises,the enterprise is more inclined to the exploitative management innovation.The management innovation of enterprises plays an intermediary role between dynamic marketing capability and enterprise performance.