A Case Study On The Evolution And Mechanism Of Dynamic Marketing Capabilities Of Community Chain Fresh Convenience Stores

With the rapid development of social economy and big data technology,consumer demand and behavior have also changed,single online shopping or physical shopping can no longer meet the diversified shopping needs and experiences of consumers,and the traditional retail industry is facing new challenges.As Internet giants join the retail industry,big data technology and artificial intelligence accelerate the reconstruction of people and goods yards,ushering in a new era of retail.In the face of the continuous changes in the business environment,how to respond to the dynamic changes in the business environment,identify market opportunities and build their own competitive advantages has become a key topic that scholars and entrepreneurs in the field of marketing pay attention to.By interpreting dynamic capabilities from the perspective of marketing,scholars study the process of enterprises to form competitive advantages by integrating reset information and internal resources to respond to changes in the external environment such as customers and markets,and put forward marketing dynamic capabilities.In recent years,the research on the core elements,dimensions and formation mechanisms of marketing dynamic capabilities has gradually increased,and through combing a large number of relevant literatures,it is found that most of the existing research is carried out in cross-border trade,manufacturing and other industries,and few studies involve retail service industry,and even fewer relevant studies analyze how marketing dynamic capabilities evolve in the retail service industry and explore its mechanism.In view of the above research status,this study clearly focuses on the evolution and mechanism of marketing dynamic capabilities in the retail service industry,and selects a representative retail enterprise,CP Youxian Community Chain Fresh Convenience Store,as a case enterprise,and adopts the single case study method for research.Based on the research direction,a large number of literature related to dynamic capability theory and marketing dynamic capability theory are sorted out,and the research content is determined and the research design is carried out in the process of continuous dialogue between theory and practice.Based on the research content,combined with the actual operation and development of the case enterprise,the research questions and research ideas of the thesis were determined.First of all,through market research and in-depth interviews and other methods,collect case enterprise information,and obtain a large number of first-hand data and second-hand data.Secondly,open coding,spindle coding and selective coding are used to analyze the data to extract the core elements of the marketing dynamic capability of community chain fresh convenience stores.Then,the formation process of the core elements of marketing dynamic capabilities is analyzed in stages,and how marketing dynamic capabilities evolve at different stages.Finally,the relationship between the interaction between different core elements of marketing dynamic capability is analyzed,and the mechanism of marketing dynamic capability is explored.The conclusion of this study is mainly as follows: First,the existing research on the core elements of marketing dynamic capability is not suitable for explaining the formation process of marketing dynamic capability of retail service industry represented by community fresh food chain convenience stores.The marketing dynamic ability of retail enterprises is gradually formed in the process of enterprise development,accompanied by the process of "market change-resource integration-formation of advantages".Second,the core elements of the retail industry’s marketing dynamic capabilities include consumer connection capabilities,commodity management capabilities,scene management capabilities and service co-creation capabilities.Third,the evolution of marketing dynamic capabilities follows the evolution process of "consumer connection ability as the core,commodity management ability and scene management ability as the core,and value co-creation ability as the core".Fourth,its mechanism of action is: consumer connection ability promotes the formation of commodity management ability,commodity management capability supports the formation of scene management ability,scene management capability promotes the formation of service co-creation ability,and service co-creation capability strengthens consumer connection ability.The final conclusion of this study supplements the core elements of marketing dynamic capability,explains the evolution process of marketing dynamic capability in retail service industry,explores the black box of the mechanism of marketing dynamic capability,enriches the theoretical research of marketing dynamic capability,broadens the application field and research boundary of marketing dynamic capability theory,and also has guiding significance for retail enterprises to build marketing dynamic capability and enhance competitiveness.