市场知识管理与营销动态能力构建——基于天津奥的斯的案例研究

摘要

Marketing dynamic capabilities (MDC) is the organization foundation on which firms achieve and maintain competition advantage, while market knowledge is key resource improving marketing capabilities of firms. Based on the theory reviews of market knowledge management (MKM) and MDC, this paper takes case study on Tianjin OTIS, systematically establishes market knowledge hierarchies and GDR Circulation Mode of MKM, deeply analyses effecting mechanism of KMK on MDC and concludes MDC constructing mode.%在回顾市场知识管理理论及营销动态能力理论的基础上,运用规范的案例研究方法,以天津奥的斯公司为研究对象,通过单一案例研究方法系统构建了企业市场知识体系,以及市场知识管理的"GDR循环模式",并深入分析市场知识管理对企业营销动态能力构建的影响机制,归纳提炼出基于市场知识管理的营销动态能力构建模型.