Case Study On Marketing Dynamic Capability Of Qiushi Transportation Equipment Company Ltd

With the continuous development of China's economy,the changes in the market environment are becoming more and more fierce.Enterprises need to continuously improve their marketing dynamic capabilities in order to maintain their core competitiveness in such an uncertain market environment to obtain a sustainable competitive advantage.In this process,enterprises not only need to continuously manage their own knowledge,but also continuously collect external information and absorb external knowledge.Then,they should combine it with the enterprise itself to transform it into the marketing dynamic capabilities of the enterprise.So far,existing researches have proposed the theoretical mechanism of transforming enterprise knowledge into marketing dynamic capabilities.This paper uses case study methods to discuss how the theory can help small and medium-sized manufacturing enterprises to improve their marketing dynamics in practical applications.This article selects "Qiushi Traffic Equipment Company" as a research case for two main reasons.On the one hand,Qiushi Company is a typical supporting small and medium-sized manufacturing enterprise with the high-speed rail industry as its core.On the other hand,after the rapid development of Qiushi Company,the transformation and sharing incentive mechanism for personal invisible knowledge of grassroots employees has been invalid,which directly affected the ability of enterprise marketing dynamics.The result was dragging the enterprise into a predicament.This phenomenon is so representative in small and medium-sized manufacturing enterprises.Therefore,this paper based on the perspective of enterprise knowledge to conduct an in-depth analysis of the marketing dynamic capabilities exhibited by Qiushi Company in different periods.Further,it explores the core factors and logical relationships that influence its marketing dynamic capabilities,thus finding an effective way to improve the marketing dynamics of small and medium-sized manufacturing enterprises.The study found that the effectiveness of Qiushi's knowledge management is closely related to the improvement of marketing dynamics.Enterprises promote the effective sharing of knowledge at different levels and then aggregate them through incentive systems.Hereafter,enterprises integrate them to make knowledge as resource that can be directly used by enterprises.In this process,enterprises continuously collect external information and knowledge through information research and evaluate the value of knowledge in their own production.When their knowledge value changes,they need to reconstruct knowledge to generate new knowledge.Finally,enterprises apply these new knowledge into production practice of the companies,the companies' marketing dynamics abilities will be enhanced.The sharing and aggregation of enterprise knowledge is the primary link of knowledge management.The core of knowledge sharing lies in the willingness of employees at different levels in the enterprise to transform their tacit knowledge.Since the conversion and transmission of personal tacit knowledge will reduce one's own value,enterprises need to adopt appropriate safeguard policies to motivate them to generate conversion behavior.Personal tacit knowledge forms a transmission and interaction between employees through social means under the encouragement of the organization,and gradually condense into tacit knowledge of the organization.By externalizing and processing these scattered knowledge via institutionalization or informatization,the organization transforms it into organizational explicit knowledge and transmits it to the individual knowledge.Employees combine it with their personal experience and technology to form new personal tacit knowledge and complete knowledge transformation.In this way,enterprises can build a sound cycle of knowledge transformation system.In short,based on the perspective of enterprise knowledge,this paper explores the practical application of the theoretical model of the transformation of enterprise knowledge to marketing dynamic capabilities in SMEs through the case study of Qiushi Company,and thus constructs a model suitable for SMEs to enhance their own marketing dynamic capabilities.