The Influence Mechanism Of Organizational Learning On Enterprise Competitive Advantage In Big Data Environment

In the era of big data,the diversified development of media makes consumer touch points more diverse,consumer needs more dynamic and personalized,the market environment is changing rapidly,and marketing concepts and methods are changing with each passing day.The digitally updated business scene has produced the big data of thousands of consumer information,on which enterprises can have a deep insight into the real inner needs of consumers,realize the fine division of the market and precise marketing,and further provide diversified,dynamic and real-time products and services to meet the heterogeneous needs of customers.However,opportunities and challenges are often twinned.While big data brings value,it also makes the competition among enterprises more and more fierce.The competition for the market is gradually from surface to point,and the subtle insight and label management of the crowd have become the normal competition.This kind of request to the market immediately sensitive,multi-strategy response to the traditional enterprise marketing model put forward a test,at this time,the upgrade of enterprise marketing ability is imminent.Therefore,in order to cope with the rapidly expanding consumer demand for novelty and complex and changeable market environment,enterprises need to change the dependence on traditional marketing channels as soon as possible,improve the efficiency of marketing communication,and enhance the ability to reach and respond to massive marketing operations,so as to adapt to the current and future competitive environment.In view of this enterprise pain point,the marketing dynamic capability with high efficiency and high responsiveness promoted by organizational learning based on dynamic capability theory is expected to become a new direction and choice for enterprises to maintain competitive advantage.In this context,this study,based on the field of marketing,starts from the perspective of dynamic capability theory to study the relationship between organizational learning and competitive advantage.In particular,the existence and feasibility of this path under all kinds of hypotheses are tested by empirical analysis with marketing dynamic capability as the assumed intermediary variable and big data capability as the expected moderating variable.After the theoretical research hypothesis,this study conducted an empirical study by questionnaire survey method.After the survey of 194 employees with big data and marketing related background,154 valid questionnaires were selected.After data analysis using SPSS 22.0 and AMOS 21.0,the main conclusions are as follows :(1)Organizational learning has a significant positive impact on enterprise competitive advantage.(2)Organizational learning has a significant positive impact on marketing dynamic capability.(3)Marketing dynamic capability has a significant positive impact on competitive advantage.(4)Organizational learning can indirectly promote the acquisition and maintenance of competitive advantage by cultivating marketing dynamic capability.(5)Customer responsiveness is one of the dimensions of marketing dynamic capability.Whether it is easy or difficult for an organization to learn how to cultivate customer responsiveness depends on the strength of big data capability.The stronger the big data capability is,the easier it will be.(6)The strength of big data capability will affect the mediating effect of customer responsiveness between organizational learning and competitive advantage.The higher the level of big data capability,the greater the mediation effect.To sum up,this study is an effective supplement to the current research on the acquisition of enterprise competitive advantage through marketing power in the context of big data.Although some innovative results are put forward,there are still some limitations and deficiencies,and the research methods and content will be further improved in the future.