Research On The Impacting Factors Of Marketing Dynamic Capabilities In The Context Of Big Data

It is the key for enterprises to acquire and establish continuous competitive advantages and form dynamic coping ability to achieve long-term development in the complex business environment.The marketing dynamic capability is manifested in the dynamic allocation of market resources by enterprises,which plays an important role in creating customer value and competitive advantage for enterprises in the complex environment.With the continuously deepening of the trend of big data,the degree of integration of big data and various industries is increasing.The application of big data technology in the marketing field makes the marketing mode and decision-making mode of enterprises change greatly,these changes are most directly manifested in the adjustment of talent demand,organizational structure,and external relations,as well as the exploration,learning and utilization of new technologies through organizational learning mechanisms.It is of great significance for improving marketing dynamic capability of enterprise through deepening the integration of internal business and big data,cultivating and building the ability of applying big data,and improving the market decision-making and response speed.This paper,therefore,explores the influencing factors of corporate marketing dynamic capabilities based on the background of big data.This study was divided into three parts.The first part was theoretical analysis.In order to solve practical problems in business management,research hypotheses were proposed through logical derivation and variable analysis based on the resource-based view,dynamic capability theory,and knowledge-based view.In addition,this paper constructed the theoretical analysis model of "intellectual capital,organizational learning-big data capability—marketing dynamic capability";The second part was questionnaire survey,314 valid questionnaire were obtained through online research and field distribution finally,and then,the collected data was evaluated for quality using AMOS 20.0.The third part was the hypothesis test,which tested the hypotheses one by one through multiple regression analysis and structural equation modeling.The test results were as follows:(1)The positive impact of intellectual capital and organizational learning on marketing dynamic capability is significant.The three-dimensionality of intellectual capital(human capital,structural capital and relational capital)all have positive effects on marketing dynamic capability.Further more,in the two dimensions of organizational learning(exploration learning and utilization learning),exploratory learning has a positive effect on the marketing dynamic capability,while the impact of utilization learning on marketing dynamic capability has not been confirmed.(2)The mediating role of big data capability.Firstly,the big data capability has a partial mediating role in the impact of intellectual capital and organizational learning on marketing dynamic capability.Secondly,big data capability has a partial mediating role in the three-dimensionality of intellectual capital(human capital,structural capital,and relational capital)on marketing dynamic capability.More over,in the impact of the two-dimensional of organizational learning(exploration learning and utilization learning)on marketing dynamic capability,big data capability has a partial mediating role in exploration learning on marketing dynamic capability,while the mediating effect between utilization learning and marketing dynamic capability does not exist.This study not only validated the research mechanism of intellectual capital and organizational learning on marketing dynamic capability,but also promoted and enriched the research on marketing dynamic capabilities.At the same time,it provided theoretical guidance for enterprise practitioners to rationally allocate enterprise resources in the context of big data,created and transferd customer value,as well as built and maintained their own competitive advantages.